This article was produced in partnership with Candidio.
Research has shown that 93 percent of communications teams view video as
an important tool, and now, more and more companies are shifting away
newsletters and memos and toward video.
They're easy fairly quick to create, and the more familiar you become
with the process, the better the videos you can create. New procedures
new products or services, introducing new hires-videos are excellent for
getting your employees to care about your message.
How, you ask?
Remember back in school when a television would be rolled in and placed
at the front of the room? It brought excitement, no matter what video
going to watch. The same goes with internal videos. Though memos and
newsletters often go unread — and emails remain unopened — videos are a
communication point with your staff.
Learn how to get started producing video in this free "Ultimate Survival Guide for Internal Communicators" download.
Whether you've been asked by a boss to create a video or are simply
looking for a new, effective way to communicate internally, look at the
shooting process as a time to be inventive, creative, and — most
important — fun. Not only will this make your life easier, but employees
will be more likely
to respond if you're passionate about the video you're creating — even
if it's just a company profile.
Here are some steps to consider.
Create a plan
— a production brief or simple video planning template
— that you can refer to, making sure you're
getting all the shots you need. This can include, but is not limited to:
interviews, graphics, and B-roll. At the core of every good video is a
one that's compelling and relevant to the work you're doing. Spend time
brainstorming with other people in your office to generate ideas.
Here are a few ideas to consider:
Communicate company's core values.
Recap a town hall meeting.
Introduce new procedures or policy.
Showcase new hires or veteran employees.
Introduce a new product or service.
Each of these topics promotes the company's values and its reason for
existence — and it's important that your employees know these. Brand
like these can be as simple as one quick interview or something much
Fortune 500 pharmaceutical company Eli Lilly, for example, values
communicating internally through video, so it created "A Day At Lilly," a
captured the processes of the global company in one 24-hour period.
Employees from more than 30 countries contributed video clips to show
that everyone was
a part of a bigger network than just the work they saw in their offices
and labs. The video went on to receive a national award for best
Review a checklist of equipment
you'll need. This doesn't mean you'll have to spend thousands of dollars
— many videos can be created on an iPhone or other late-model
smartphone — but you do
have to make sure that you're prepared with everything you need, be it
extra lighting or a microphone. Here are the three main components to
initially — camera, lighting, audio:
There's no video without a camera, so that should be at the top of your supplies checklist.
A smartphone from the last couple of years (any iPhone after version
4 should do, and most Android phones now have HD cameras, too!)
A DSLR camera with video capabilities
If you have a consumer camcorder you plan to use for your video, you
could pick up a special LED light to mount right on top of the camera.
They can range
in price from $100 to $500. For most situations, taking a little time to
find a naturally well-lit area will help improve the quality of video
having to spend money on professional lighting equipment.
We recommend finding a shotgun microphone in the $100 to $300 range.
Compared with the built-in mics on smartphones or even camcorders, these
mics can significantly increase the quality of your audio. Do you see a
lot of interviews in your video production future? Then you might also
picking up a wireless lapel mic for as little as $250.
Come prepared with interview questions,
but also be prepared to ask follow-up questions based on the
interviewee's responses. This creates organic content that shows the
personality of your
employees. The interview process gives you the chance to highlight
important work that's being done, and it fosters team-building within
When it comes to what questions to ask, let the situation dictate which
questions you ask. If you're considering a policy change, ask about the
the decision, and why the policy is changing. If you're interviewing an
employee, ask about how they've arrived at their position, and why they
what they do. Consider the objectives of your video: What's the one
question you want answered for your audience? Be sure that's the
question you get
At the end of the interview, be sure to ask others whether they have
questions for the interviewee. The person running the camera might have
something you missed, so it's always good to ask them what they thought.
Also, make sure you ask your interviewee at the end of the video: "Is
anything else you'd like to add?" This is often the best information
you'll get from the shoot.
Be sure to take test videos — 10 or 15 seconds long — to ensure you're
getting the right angle, the lighting is correct, and you're coming from
distance. Also, take pictures during the shoot; these can be used as
stills later in the editing process.
Employ editing software
after shooting everything you need to make the editing process much
smoother. This is the time to take stock of what you have, ask people
who were on set
what moments they found to be most interesting, and begin constructing
the complete product.
If you use a PC, you might want to consider this editing software:
Premier Elements is easy-to-use software, but it has plenty of features to keep you going.
Premiere Pro requires a monthly subscription. If you'll be doing a
lot of video editing then you can sign up for an annual subscription for
Sony Vegas Pro Edit is an editing software that's a step up from
Movie Maker and iMovie. The price is a bit higher at around $400.
If you use a Mac:
iMovie simplifies video editing in a way that is easily accessible to novice users.
Final Cut Pro adds extraordinary speed, quality, and flexibility to every part of the editing process. The price: $300.
Premiere Pro is great for PC users, but it also works wonders for Mac users.
For further information about software, prices, and editing technique, check out a more extensive guide.
Share your video
as much as possible. Be it email, company intranet pages and websites,
digital billboards, and/or company sharing sites. You want as many of
to see this so they (A) engage with the information and (B) want to be a
part of the next video.
The process doesn't require as much time and effort as you might think.
If you find the right approach, you'll begin to look forward to the next
video planning and collaboration and you'll be proud of the finished
Maybe you won't roll any televisions into the office on a cart, but you will tell your company's story in a motivational way.
is CEO of
12 Stars Media, the parent company of
Candidio, a video production platform and editing service.
Still have questions? Check out The Ultimate Survival Guide for Internal Comms Video, which will lead you through the process of creating