When it comes to marketing and communication trends, video content is exploding in popularity. But how can businesses utilize video communication to create a strong internal comms ecosystem?
Like other forms of internal comms, video is a fantastic way to communicate and engage with your team. According to an IABC report on the state of video communications, video will account for more than 80% of all internet traffic by 2022. Furthermore, 77% of survey respondents reported using video as a tool to communicate with their teams.
Let’s explore the key reasons why video communications are a MUST for your internal comms strategy in 2021 and beyond.
The importance of face-to-face communication
If you want your message to really land with your team, you must find a way to incorporate face-to-face communication. Never has that been more true than right now.
COVID-19 has made remote work the new norm, and in-person contact is obviously a challenge. Recent studies have shown that many employees are currently facing loneliness issues due to extended isolation and lack of group collaboration.
As IABC explains, video allows you to convey a message in a highly interactive and engaging way, especially when teams are dispersed. Whether you’re a business leader sharing a quick company update via video message, creating and sharing how-tos for training purposes, or even hosting regular virtual team “hangouts”, video is a great tool for boosting morale and getting your message across successfully.
This doesn’t mean that all internal communications should be switched to video—that would only lead to channel fatigue. But in our current times, video communication provides a unique opportunity for teams to stay connected and productive while apart.
What makes good video communication?
Want to create a video campaign but don’t have the budget for flashy production? That’s probably a blessing in disguise!
One area where video content is truly thriving is social media. This juggernaut medium skips fancy production entirely, opting instead for quick, casual videos that pack a punch.
The “Stories,” “Live,” and “Reels” features on Instagram are a great example of this. Not only are videos on those platforms VERY easy to create, but current digital trends also favor authenticity over glitz and glamour, which is perfect for busy teams.
Videos & employee engagement
Why is employee engagement important for the remote workforce and how can you encourage it?
A study by the American Psychological Association found that remote employees are overall more productive, creative, and happy. Another two-year study by Stanford University found remote workers to be 13% more productive than their office counterparts.
Looking at the other end of the scale, remote working is not the perfect cure-all solution it promises to be. Like everything, it also has its drawbacks, including those discussed above.
Once again, video communication plays a key role in keeping teams connected while apart. Here are a few easy ways to use video to improve employee engagement and boost team morale:
Think outside the box
Beyond your standard virtual team meeting, think creatively about ways to incorporate video into the day-to-day operations of your business. Swap out standard emails for short video messages from leaders, hold virtual birthday parties, conduct Zoom think tanks where you can brainstorm ideas… The options are endless!
As the Harvard Business Review notes, one of the many psychological impacts of the pandemic for employees has been the lack of “unplanned watercooler or cappuccino conversations.”
While nothing beats the IRL experience of having coffee with your colleagues, you can still recreate this experience virtually! The key to seeing success with it is to keep it consistent. Give your team something to look forward to (and make sure there’s always food and goodies).
Promote team engagement
Icebreakers are a great way to ensure an engaged audience. When you have virtual meetings, kick the session off with a quick round of icebreaker activities.
This will also help create instant connection and also ward off any awkwardness that might stem from video communication. Shy of the camera? Here’s why.
Be authentic with video communication
On the marketing side, 70% of consumers say they will only engage with personalized marketing messages. If it looks real, it translates real. When it comes to internal communications and employee engagement, authenticity will always win, regardless of global trends.
This absolutely applies to video communication as well, and the great part is that it’s quite simple to create personalized video messages that are down-to-earth, genuine, and easy to throw together on short notice.
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 do some tests. 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.