How to Make Video Stick: Getting Your Whole Organization Involved in Video Creation
Enterprise video content is often focused on the external audience with marketing webinars, live streaming conferences and advertising content. Before diving into external videos, a good place to start is focusing the lens internally and using video to strengthen your internal communication.
Video Drives the Same Benefits for Corporate Communication
The only difference between using video for an external or internal audience is the message and the benefits you see from driving engagement. What video does to qualify leads for marketing is the same to what video can do for driving employee satisfaction and productivity.
Humans are motivated by genuine face-to-face communication, but with a large dispersed workforce this can be hard, if not impossible to accomplish without video. Often a lot of time and money are spent on leadership teams visiting their employees and can only be done once or twice a year. With video, leadership and fellow employees can make personal connections across the globe throughout the year. The limitations of time and money are gone, and in return comes more frequent and authentic conversations between colleagues and leadership teams.
Additionally, video content created from town halls, internal newsletters, and all-hands meetings can be easily re-purposed into shorter videos, audio or written content. Taking written meeting notes or a call recording and then transforming it into a video is much more challenging.
Internal Video Starts with Leadership
Converting every individual in your organization into an avid video user won’t happen overnight. Let’s face it, opening you phone camera on selfie mode when you weren’t expecting it is enough to make anyone camera shy.
The best way to introduce video is through leadership. Not only will this drive the biggest impact for effective communication, but it will also encourage managers to be more involved and trickle usage down to their teams. Have your CEO or President use video the next time you have a town hall with chat and Q&A to see how people engage.
Another way to get started is the next time your leadership team wants to communicate an important message have them record a quick five-minute video to send to the teams rather than a lengthy email.
Encouraging Video Throughout Your Organization
After your leadership team has taken the first step to use video, look next to managers. Instead of holding weekly team meetings over the phone, have them in a video conference. Starting first by being on camera with people you are comfortable talking to takes away a lot of the awkward feelings and pressure.
Once everyone is comfortable being on camera internally with their teams, then it’s easier to take the step towards presenting external content on-camera. Find the subject matter experts that interest your target market and ask them to do a video blog or live stream for social. Presenting subject matter you’re already confident about is less nerve racking, and then once you’ve conquered that move on to scripted projects or new material.
Bonus Tip: Send attachable webcam selfie lights to the people you want to encourage to use video. This will help them look and feel good on camera.
Practice Makes Perfect
As with anything, time and practice are the real secrets needed to become a video expert. Starting small and internal will ensure that when you take your experience in video to your external audience, you’ll be one of the cutting-edge organizations paving the way for more effective and efficient communication.
Our clients and partners at Ramp, Mozilla and HIMSS spoke more on this topic, and overcoming firewall challenges for seamless video presentation across a large enterprise during our Client Summit. Watch their full session on demand on our YouTube channel.
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