When we think about online videos in business, we usually think about how a company communicates its brand to the world. There are a lot of types of video content that we can leverage, but what we don’t usually realize is that they can be used for far more than just video marketing—you can also use video for internal communication.
In this article, I’ll discuss why videos are such an important tool also for internal communication within an organization, as well as how you can go about using them correctly. I’ve broken it down into the following sections:
- Why use videos internally
- Live action vs. animation
- Best types of videos
- Production tips
- Promotion and distribution
Why Use Videos Internally?
To begin with, videos are naturally more captivating than other means of communication. A well-produced video with a clear message is much more likely to grab people’s attention than an encyclopedia-like email message.
Ease of distribution
Thanks to today’s technology, videos can be watched practically anywhere, at any time. This allows organizations to circulate robust content at a moment’s notice. For example, a business could choose to use video snippets to train its staff on specific processes. These short snippets could then be scheduled so that they are delivered to each staff member at their most convenient time. This helps put everybody on the same page. Kind of like memos, except way more palatable.
For Events, Tradeshows, or Conference Invites
Videos can also be used to inform employees about upcoming events. For example, if your company is attending an important trade show, it may be a good idea to put together a video about what the event is about and what the company is hoping to achieve by attending.
Using video puts a human touch behind the message. Including footage from previous events and getting coworkers involved in explaining the ins and outs of the event can go a long way in creating a sense of camaraderie.
One way to keep employees informed about new product releases or company updates is with video. A compelling video showcasing such a release is sure to remind everyone why their work matters.
Live Action vs. Animation
If you are asking yourself whether internal communication videos should be live action or animated, the answer depends on a few factors—such as your budget, brand style, and the message you’re trying to communicate. If the purpose is to communicate aspects of a company that involve employees then live-action is probably the way to go.
On the other hand, if the purpose is to explain a new process then animation may be a better fit. It will allow you to concentrate on the process itself without having to deal with the visual surplus inherent to live action videos. This means you’ll be able to narrow down your visual choices. This will allow you to address abstract concepts like arithmetic, percentages and perhaps even the passage of time through the use of simple animated techniques. The possibilities are endless.
I should mention that using a mix of both is also a possibility. In some cases, it may be the best choice. Say there’s an upcoming release for the newest version of your SaaS product. A combination of coworkers introducing the product along with brief animated sequences showcasing its interface may be the best way to demonstrate its overall value.
Types of Videos To Use For Internal Communications
Now that we’ve discussed the merits of both live action and animated videos, it’s time to dig into the types of videos that can be used to facilitate communication within an organization.
How-to and Process Videos
These types of videos allow you to get into the nitty-gritty of how to perform a specific task. Like instruction manuals, they are straightforward step-by-step guides to one or several undertakings. This is the type of video you want to use when you need your staff to get acquainted with a new set of tools or a particular process.
Explainer videos make things easier to understand. That’s what they are meant to do. An explainer video is a basic and powerful video (either animated or live-action) that will help you showcase your business idea in an engaging, fun and attention-grabbing way. They should speak to issues that need an explanation or perhaps even a solution. Take for example the following explainer video:
This is a simple explanation of how to best tackle the competitive nature of online commerce. With the use of very vivid imagery, this video reminds Walmart’s suppliers that creating the right content is a key factor in driving sales. Not only does it take the time to explain why that’s the case, it also takes the opportunity to offer its self-served content management system as a solution.
Webinars have the added bonus of being interactive. This means participants have the luxury of asking questions, while the host has the benefit of getting feedback on their message. This makes for a particularly productive scenario, where people across an organization can follow along and interact with an expert on a specific topic. Without online video, this would require everyone to gather in one location. Not very practical for the globalized organizations of today, if you ask me.
Finally, just like with how-to-videos, these seminars can also be compiled into a playlist for others to access later.