Rule No. 1 about employee communications videos: No one really has to watch them.
“Chances are that watching corporate video isn’t something on a performance review,” says Mark Kraynak, lead manager of global employee communications for PayPal. “Your employees are busy—they have work to do. So that’s what you’re up against.”
The keys to getting employees to watch your video are in how you promote it and in creating videos that command attention. How you distribute videos and the ways you build your reputation for valuable content play a role in boosting viewership over the long term—although content may have the edge over distribution.
“Content is the biggest driver, in my opinion,” Kraynak says. “You’re competing for employees’ discretionary time. Your videos should feature the same characteristics of videos that they watch outside of work.”