When it comes to a versatile medium, video is king. Video can be the platform through which you simplify complex messages, record key moments, highlight best practice, share product updates, train your workforce; the possibilities are endless.
But what exactly makes video such an effective internal communications tool?
A recent study from UK-based research firm Melcrum found that 93% of IC teams now see video as an important tool, with two-thirds of respondents planning to increase their budgets for video in the coming months. More than 54% of IC professionals said their employees now expect to see video inside the organization.
It’s easy to empathize; when faced with the choice of a short, interactive video or a lengthy handbook, most employees would opt for the video.
These are employees who’ve grown up and actively use video on YouTube, Skype and Netflix. It’s how they consume most of their information outside of work, and they expect it in the workplace.
As effective as emails are in communicating ideas, sometimes they just don’t cut it. IC teams need to start thinking of their employees as an “audience”. If you can deliver a message in an entertaining way, your employees won’t just be better informed, but will be more engaged in their job. Effective digital storytelling can inspire, promote unity, build communities, and ultimately create meaningful and constructive dialogues. What corporation wouldn’t want that?
Your IC strategy is in place precisely because you want to engage your stakeholders. So why not utilize the most engaging format for your communications?
There will always be a desire for bigger-budget, quality video; such as the benefits 4K can bring to a production. But now there’s a hunger for employee-generated content, live streaming and interactive video, too. Video has turned internal communications into a two-way dialogue, allowing employees to participate in discussions, share ideas and ask questions no matter what level of the corporate structure they’re at. This entire process can humanize communication, making messages and concepts much more digestible, and ultimately, fun.
And let’s not forget that video is easily distributed and can be watched from all kinds of devices. As the boundaries of business shift and industries become more global, video can serve as a tool to break down communication barriers with international team members. All important face-to-face meetings can now be incorporated with video chat platforms such as Google Hangouts and Skype allowing team members to tune in from disparate locations. Important announcements can now be webcast online, allowing stakeholders to participate remotely. And with the right centralized video platform, all this content is available 24/7, meaning employees can catch up in their own time.
Many organizations still struggle to measure the value and impact of their internal communications, which is key for improving employee engagement and measuring return on investment.
You can easily measure the effectiveness of an internal communications video with metrics such as views per video, drop off rates through the whole video, share rates, percentage of viewers converting on the video. Armed with this real-time data, you can refine your content and target employees more precisely on your next internal video.
With its ease of use and the myriad of video tools now available online, there’s little reason not to incorporate some form of video communication in your internal communications strategy. But before jumping into the deep end, make sure you start by building a detailed video strategy.