3 types of video to consider for your internal communications

Case studies, explainers and brand positioning films are worthy investments—so long as the content is compelling and concise.

Whether during a speech, staff training or project update, every manager fears being met with vacant, bored stares.

Unfortunately, it’s human nature to tune out during a presentation. Prezi’s Science of Attention report states that “50 percent of people cannot recall one point after two days.”

However, the same report notes that using a variety of delivery methods—charts, images, music and video—can boost knowledge retention. Visual content is memorable messaging; video is especially powerful.

Using a variety of video techniques in your internal communications can educate and inspire your people. Visual content stands a much greater chance of resonating and being remembered.

With that in mind, here are three kinds of videos to consider:

Brand positioning pieces

Showcasing your company in a manner that stirs emotional responses can galvanize your team and foster pride. The video below positions the law firm’s brand and documents its pedigree:

From the firm’s humble beginnings in Victorian times, the opening montage takes viewers on a journey through its history.

Overlaying snippets of bold text on a backdrop of high-speed cityscapes contrasts with the images of sportspeople, mountaineers and engineers, painting a vivid picture of an ambitious, active, swashbuckling enterprise.

The evocative soundtrack complements striking graphics to convey integrity and authority, framing the organization as a passionate, dependable, courageous team that prides itself on being “more than just lawyers.”

This type of video gives new hires a solid grasp of the company’s story and brand values. Aside from internal comms purposes, videos like this can be used to attract talent.

Either way, it’s much more effective than plain text and still images.

Explainer videos

Several academic studies highlight how video content can help you create a rich learning environment. An explainer video can help you clarify staff benefits, explain company rules or deliver straightforward training.

For example, Asda does a great job of this using animation to break down benefits and show how team members can get on board:

The topic of managing finances and buying share options would be a snoozefest for most people, but this simple video encapsulates Sharesave in an engaging fashion. It subtly anticipates queries to allay concerns and illustrates the advantages of taking part.

Explainer videos are like a spoonful of sugar to help the information medicine go down.

Case studies

Although you can use these to show prospective clients how you achieve real-world results, you should also share case studies internally. Employees should see hard evidence that the company’s products or services are worthwhile. This reinforces loyalty and demonstrates what a difference their work can make.

This example from Power Electrics shows the process in stages, with praise from happy clients to boot.

Giving employees a voice in your video content helps boost training results. Why not get feedback from people who have done the work and know what they’re talking about?

The key to integrating video content into internal comms is to keep it short and simple. Hourlong training sessions, for example, can be broken up into 20-minute clips. However you choose to do it, video is your best shot at getting your message across.

Jon Mowat is the managing director of Hurricane Media. A version of this post first appeared on Training Journal.


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