We’ve all heard the marketing trends – video is where it’s at whether we are talking social media or website optimization. Does this also pertain to internal communications?
Let’s explore the many formats of video communication to find out …
Research estimates that 70 to 93% of all communication is non-verbal. Voice tone, facial expressions, movements, gestures, and posture are all examples of non-verbal communication. It’s thus no surprise that communicators find face-to-face communication by far the most successful tool to successfully get their message across, as per the 2020 State of the Sector report.
Do you want your message to land? Then you need to incorporate face-to-face communication in your strategy.
In large organizations, or in remote working environments, this can become a challenge. Video, and videoconferencing tools, are the answer. Naturally, this doesn’t mean that all internal communications should be switched to video – that would only lead to channel fatigue. But the medium allows a unique opportunity to have messages that carry extra weight, be delivered in a format that sees higher success rates.
For example, the COVID-19 pandemic came with panic, confusion, and abrupt changes to not only the workplace but the world. To communicate an organization’s action plan effectively was essential to maintain productivity and morale. Video broadcast from the leadership team would have been ideal in this instance. Whether recorded and shared or live-broadcast through a videoconferencing tool, seeing the leadership team calm and assured would have spoken more through non-verbal cues, than an email ever could.
A survey conducted in 2014, found that managers should spend six hours a week with each employee. When employees had that focused attention each week, they became 29% more inspired about their work. Another study found that the greatest struggle remote workers face is loneliness.
Keeping in mind the importance of non-verbal communication, video tools step up as the solution. Prerecorded videos won’t do in this instance – engaging employees, particularly remote employees, requires in-person dedication. Where it does fall to managers to fulfill this role, communicators can enable it.
Not all video tools are equal and relevant training on the different channels should be a priority. There are also multiple strategies to create virtual environments that engage employees on a mental and emotional level.
Thinking of creating a video campaign around leadership discussions but don’t have a budget for a flashy production? That’s probably a blessing in disguise!
Through a proliferation of the use of video on social media platforms (for example, Story and Live functions as well as video-only channels such as TikTok), videos have become increasingly easy to produce. Added to that, glitzy adverts are simply not the trend of the moment.
Looking towards the marketing model, 70% of consumers say they will only engage in marketing messages that are personalized. If it looks real, it reads real. When it comes to internal communications and employee engagement, authenticity will always win, regardless of global trends.
This isn’t an excuse for poor video quality, however. There is no editing software that can substitute good sound, lighting and preparedness. If it’s a pre-recorded video, take the time to edit the video properly and add subtitles. If it’s a live-broadcasted event, roll with the punches – the show must go on.
Finally, the only way to know whether a campaign was successful is to measure it. Set up metrics beforehand and test. Video may be regarded as the future of communications by trend-watchers, but it’s only really relevant if it works for your unique goals. Here’s what you need to know to set up communication metrics that matter.