How can you use video content to improve internal communication in your company?
Internal communication is vital for any company, especially in times of remote work, rapid change, and increased complexity. But how can you make sure your messages are clear, engaging, and effective? One way is to use video content as a powerful tool to communicate with your employees, teams, and stakeholders. In this article, we'll show you how you can use video content to improve internal communication in your company, and share some tips and best practices to make your videos stand out.
Video content has many advantages for internal communication, such as the ability to capture attention and emotion more effectively than text or audio, as well as increase engagement and retention. It can also help foster a sense of connection and culture, as people can see and hear each other. Additionally, video content can save time and resources, as you can reuse and repurpose it for different purposes and audiences.
-
Na minha experiência, o conteúdo em vídeo é um formato que expande as possibilidades para outros formatos. Com um conteúdo gravado em vídeo é possível utilizar tanto o próprio formato audiovisual, quanto reaproveitar o conteúdo em formatos de imagem, vídeo e até materiais em pdf. Além disso, para comunicação interna, o conteúdo em vídeo é um meio de fazer pessoas se reconhecerem e se aproximarem, o que pode ter um impacto positivo no relacionamento entre equipes, especialmente no cenário atual de prevalência do trabalho remoto.
-
Particularly for large companies or those with multiple offices, it can be impossible to "put a name to a face". Especially if the "face" is in a corner office. Videos help humanize and build connection between levels and departments - creating a culture of "one firm" working toward shared goals.
Prior to creating video content, it is essential to have a clear plan and strategy. This includes defining your goals and objectives, knowing your audience, selecting a format and style, and outlining your content and script. Your goals should be focused on what you want to achieve with the video content, the key messages and actions you want to convey, and how you can inspire your viewers. It is also important to consider who your audience is, their needs, preferences, and expectations, as well as how they will access and consume your video content. Additionally, you must determine what type of video content will best suit your goals and audience; this includes if it should be live or recorded, formal or informal, short or long, informative or entertaining. Lastly, you need to outline your content and script in order to create a compelling narrative and a clear call to action.
-
Make the video like a post-it note! That's fun and the best way to get attention to small steps and details and get all the work done right! You can even color code the video for various departments to sit up and notice.
-
Uma coisa que acho útil para acelerar o planejamento da produção dos vídeos é organizar esse conteúdo em séries temáticas. Em geral, os vídeos performam melhor quando tratam de um tópico ou aspecto específico de um tema mais amplo. Isso ajuda a reter atenção do usuário e facilita, inclusive, a indexação desse vídeo nos resultados de busca de das plataformas. Com isso, é possível desenvolver uma série de vídeos sobre um único tema e ampliar a cobertura da marca, entregando conteúdos sobre diversas questões e respondendo a interesses diferentes sobre aquele tema.
Once you have your plan and strategy, you need to create your video content, utilizing the resources available. This could mean using a professional camera or a smartphone, depending on your budget and quality requirements. Ensure good lighting, sound, and framing, and avoid distractions and background noise. You can also use a software or an app to edit, enhance, and optimize your video content with effects, transitions, captions, music, and graphics. Additionally, you need to decide on a platform or channel to host, distribute, and share your video content. Consider an internal or external platform such as a website, an intranet, a social media platform or a video conferencing tool.
-
Um aspecto muitas vezes neglicenciado na gravação de vídeos é a qualidade do áudio. É cada vez mais comum o hábito de consumir conteúdos em vídeo durante alguma outra atividade que demanda mais atenção visual, enquanto o vídeo é consumido apenas prioritariamente pelo seu áudio (por exemplo, em momentos de alimentação ou dirigindo). Por isso, utilizar um aplicativo ou aparelho de teleprompter e um microfone podem deixar o áudio do seu vídeo mais fácil de ser entendido pelo espectador (ou ouvinte, no caso). Mesmo quando a atenção do usuário está direcionada para o vídeo, um áudio sem ruídos e sem eco ajudam a reter atenção. Legendas também são fundamentais. No LinkedIn, por exemplo, 35% dos usuários assistem vídeos sem som.
Once you’ve created and shared your video content, it’s important to measure its impact and effectiveness using the metrics and feedback available to you. Track your views and reach to see how many people watched your video content, how they found it, and how many people you reached. Additionally, track your engagement and retention to observe how long people watched your video content, their level of attention, interaction, and recall. Lastly, track your outcomes and results to determine if your video content achieved its goals or influenced your audience’s behavior in any way. This will help you better understand the effectiveness of your video content.
Finally, you need to improve your video content, using the insights and learnings you gained from your measurement. Analyze your strengths and weaknesses to identify what worked well and what didn't, as well as the best and worst aspects of your video content. Gather feedback and suggestions from your audience to gain insight into what they liked, disliked, wanted, and needed from your video content. Lastly, implement changes and improvements to address any gaps or issues in your video content, while also enhancing the value and quality of it.
-
O conteúdo em vídeo pode ser aproveitado em outros formatos, otimizando a produção e ampliando a oferta de conteúdo em diversos canais de distribuição. É possível, por exemplo, aproveitar trechos de um vídeo mais longo para atualizar redes sociais; ou decupar o conteúdo do vídeo em uma série de artigos; ou ainda utilizar o áudio do vídeo em plataformas de áudio. Essa forma de utilização dos vídeos amplia a cobertura do conteúdo. Aliada a um calendário editorial, essa técnica ainda garante a frequência de publicações em diversos canais.
Rate this article
More relevant reading
-
Strategic CommunicationsHere's how you can integrate video content into strategic communications with new technology.
-
Corporate CommunicationsHow can you use interactive content to make your corporate communications unforgettable?
-
Community OrganizingWhat are the best multimedia tools to enhance your communication outreach and engagement?
-
Communications ManagementWhat are the best practices and tips for creating engaging and persuasive communication content?