Elevate Your Marketing with Corporate Video

By David Capece Aug 2, 2022
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Do you really need corporate videos as part of your internal communications?

Too many companies put too little thought into their corporate communications. After all, your employees are a pretty captive audience. Why waste the video production value? But smart companies know that brand videos aren’t just for external audiences. In fact, if you look at the science, we should be using video more often in our internal communications.

We’re all fish, and we’re swimming in different ponds.

Did you know that the average goldfish has an attention span of just nine seconds? Would it surprise you to learn that we humans only have an eight-second attention span? According to a 2015 Microsoft study, the human attention span has declined from 12 seconds in 2000 to a mere eight in 2015. We shudder to think what it might be today.

So people can’t pay attention. Now factor in our current corporate climate. As your company continues to grow and expand into multiple geographies with an increasingly remote workforce, your greatest challenge isn’t necessarily your competition. It’s internal communications.

Think about it. Long-form documents, emails, intranet alerts, internal newsletters, Teams notifications, instant messages, and other text-heavy media carry too much of the internal communications burden today. Corporate video can help you and your team quickly capture ideas, share best practices and bring the steady flow of information to life.

The value of high-quality corporate videos.

According to Dr. James McQuivey of Forrester Research, one minute of video has the same value and impact as 1.8 million words. Certainly, we can agree that your employees don’t have the attention span to read 1.8 million words, and you wouldn’t want them to anyway. Productivity would plummet.

By integrating corporate videos into your internal communications plan, you’ll increase the effectiveness, energy, and impact of your corporate communications. Internal brand videos can help you share news, motivate your staff and strengthen your culture by generating content that’s personal, relatable, and fun.

Weaving more video into your internal communications efforts.

As you evaluate your marketing messaging points, both internal and external, look for ways to use a mixture of media types because not everyone learns the same way or enjoys all types of media. Video is often an easy common denominator that appeals to a wide swath of your audience, and it’s easy to generate an accompanying written transcript for those who prefer to read.

Corporate videos allow you to communicate in the moment.

Video production is often faster to create and easier to share than written communications, which is especially important if you have breaking news to share with a wide audience. In addition, regular video updates allow executives to create authentic internal communications.

Corporate videos create opportunities for leadership.

While leadership styles vary, many written corporate communications pieces are often stale and lack personality. Video gives your internal leaders, even those beyond the c-suite, a chance to shine and introduce themselves to employees and clients who may only know them as a name on an email.

Corporate videos hold your audience’s attention.

We’ve already discussed our shrinking attention spans. Add to this that, according to Cisco, video accounts for at least 82% of all consumer internet traffic. And for those who think our video preferences might change when we are at work, Forbes reports that 59% of executives would rather watch a video than read text.

10 ways to use brand videos to elevate your corporate communications.

So you’re convinced. Great! The next step is to look at your internal communications plan and find ways to bring it to life by strategically injecting corporate videos into the mix. There are myriad ways to do this. Here are 10 ideas to get you started:

1. Live-stream corporate announcements.

Live-streamed announcements by your CEO or other leaders help employees stay informed about how the company is doing and connected to their leadership and its mission. These types of announcement videos help to boost morale and create a buzz of energy and excitement amongst the ranks far easier than an email could generate.

2. Manage transitions.

It’s human nature to fear change. Transitions such as mergers and acquisitions can cause employees to feel uneasy about their future and the future of your company. Video communications allow you to share your vision for the future, welcome newly acquired team members, and create a sense of excitement around the change.

3. Streamline employee training.

As new employees join your company, whether through the normal hiring process or M&A efforts, having a standardized onboarding program can help make their integration into your team smoother and more informative. This is particularly important with a remote workforce that may not get the opportunity for face-to-face training. In this case, videos provide a welcome face and set the tone for their employment.

4. Personalize recruitment efforts.

Job description videos help your company stand out in a sea of black and white text job postings. And video messages to prospective candidates helps them put a face with the name of the person they’ll be interviewing with. And, back to training, videos on your HR policies, insurance plan, payroll, HR policies, and other vital HR-related materials will ensure new employees start on the right foot.

5. Promote knowledge sharing.

Training doesn’t just happen on the corporate level. There are many opportunities to promote knowledge sharing between peers within your organization. Creating video libraries filled with content from your internal subject matter experts is a great way to show these employees you value their expertise and to spread that knowledge across teams.

6. Modernize departmental communications.

You may not consider a meeting or client presentation to be part of your corporate communications, but as the corporate landscape becomes more global and remote workers and video presentations more common, something as simple as a meeting can take on more importance. Whether you’re realigning, bringing on new leadership or onboarding additional team members, video provides a quick and easy way to keep everyone abreast while serving to introduce and showcase department leaders.

7. Clearly communicate corporate governance.

Video is an extremely cost-effective tool to communicate your corporate governance functions, corporate ethics, and core strategies in a transparent, easy-to-understand, and documented manner. It is also a very effective way to bring your corporate mission, vision, and values to life in a more engaging way.

8. Announce regulatory updates.

Even if you don’t operate in a highly-regulated industry, you will occasionally need to disseminate certain regulatory updates. While these written policy changes and updates can be dry, they are extremely important. Interject personality into these announcements by utilizing video. Use analytics or post-video quizzes to ensure everybody in your organization has watched.

9. Broadcast corporate events.

Whether it’s a town hall, a conference, or other internal event, make sure your entire crew can benefit by live-streaming and recording your effort. Events such as these provide employees with valuable opportunities to get to know their coworkers while learning more about your company, the industry, or other important topics.

10. Recognize successes.

Great companies understand that internal recognition is an important part of their continued success. Video provides a lasting way to recognize individual and team successes while making large or geographically dispersed teams feel more tight-knit. And creating videos to highlight community involvement and corporate milestones can foster a sense of pride in current employees while helping to attract new recruits.

Incorporating video into your corporate communications isn’t as hard as you might think.

Corporate communications don’t have to be long, boring documents you hope your employees and other stakeholders read. If you are interested in learning more about adding video production into your corporate communications efforts, we’d love to share some real-world examples and help you make a plan for success.