Unlocking the Power of Internal Communications Videos

One of the most powerful changes we can make to our internal communications strategies is to change the way we deliver messages. Aside from using the right internal comms channels, we need to consider the medium of the messages we share. And one of the best content mediums that is too underused is internal communications videos. But tapping into video for internal communication doesn’t need to be a heavy lift. In this blog, we’ll share just how easy it is.

What Are Internal Communication Videos?

Internal communications videos are a powerful and engaging tool used by companies to communicate with their employees. These videos are created for internal audiences and are designed to convey important information, updates, announcements, training materials, and company culture messages. 

Internal comms videos can range from simple recorded messages from leadership to professionally produced videos with animations and graphics. 

Video plays a crucial role in enhancing employee engagement, fostering a sense of belonging, and keeping employees informed and connected with the company’s goals and values.

Why Use Video For Internal Communication?

You might be thinking you don’t have the time or the budget to start producing videos for your internal comms campaigns. But consider the many benefits of video for internal communications:

• Higher engagement. Video (especially short-form video) can be far more engaging than text-based communications. Visual content captures employees’ attention and keeps them interested in the message being conveyed. 
• Improved retention of messages. Videos allow you to explain more complex information more easily because you have text and visuals to get your point across. Concepts that might be challenging to grasp through text can be simplified and communicated effectively through visuals, animations, and demonstrations. These messages are then much easier to remember!
• Personal connection. Seeing and hearing real people in videos fosters a sense of human connection and trust. Employees are more likely to feel connected to leadership, colleagues, and the company’s overall mission when they can put faces to names and hear authentic voices.
• Flexibility and creativity. Video offers endless possibilities for creativity, allowing you to experiment with various formats, styles, and storytelling techniques. From animated explainers to live-action interviews, the flexibility of video enables you to tailor your message to suit your audience.

So, don’t write videos off yet! It might seem like a more time-consuming way to share messages, but it doesn’t have to be a huge production to be highly effective. Let’s talk about the many ways you can put video to use.

Ways to Put Internal Communications Videos to Use

If video is new to you, remember that you don’t have to turn everything you do into one! Pick a type of message that you think would really benefit from a personal touch or from the creativity video offers. Start small, record your success, learn what your audience resonates with, and then expand your use of video.

Here are a few ways to put video to use for your internal communications:

1. Leadership messages. Too often, executive communications are saved for doom and gloom. So, employees become used to their CEO only sending communications when there’s a major change (like layoffs) or to share the state of the business at a town hall. Because of this association, employees may incorrectly read into the tone of your leadership communications. Putting your leadership team on camera regularly will help you strike the right tone and try to inspire and comfort employees.
2. Employee spotlights. Highlighting individual employees or teams through video interviews allows colleagues to get to know each other better and fosters a sense of community within the business.
3. Training and development. Videos are an effective tool for delivering training sessions, workshops, and educational content, making learning more engaging and accessible for employees.
4. Company announcements. Use videos to share significant company announcements, such as mergers, acquisitions, rebranding, or new product launches, creating a memorable and impactful way to disseminate information.
5. Culture and values. Showcase your company’s culture, mission, and values through video stories that illustrate the company’s identity and purpose, reinforcing a shared sense of belonging.
6. Employee events and celebrations. Capture and share moments from company events, team-building activities, and employee celebrations through videos, fostering a positive and fun work environment.

Internal Comms Video Tips

So, how do you start making videos a regular part of your content strategy? I have tips for drafting, producing, and editing your content to make them easy and painless.

Scripting Internal Communications Videos

As a communications professional, writing the script might feel like the easy part! 

But when working with a video crew or a team, it can be helpful to format that script in the right way.

A Paper Edit is the method of scripting your video to make it easier for everyone involved to understand what edits need to be made in post-production. And you can use this tool in two ways:

1. To write a script that will be recorded. For training videos, company messages, or other videos that aren’t interview-based, you can use the paper edit format to script your video and include the graphics you want added. You can then voice over your script or record it on camera with a teleprompter, depending on the style of your video.

Here’s an example:

NOTE: There are no time codes or source names because you aren’t referencing existing footage, but writing it from scratch instead.

2. To turn an interview (or interviews) into a script. When you record interviews, you’ll end up with a lot of great content, but it won’t all be necessary or in the order you think is most impactful. What you can do is transcribe your interviews and then include the cuts you want, in the order you want, in your paper edit. Here’s what it looks like:

NOTE: This type of paper edit is more complex because you’re referencing different source files and cuts in the footage.

Producing Videos for Internal Communication

When you have a subject on camera, it’s your job to help them feel comfortable while answering your interview questions or delivering a script.

How do you do that?

• Give them clear instructions for the day of the video shoot. Tell them how long you think it will take, what kind of questions you’ll ask, and how they can prepare. Remember that most people get really nervous on camera. Setting expectations is key to calming nerves. PRO TIP: For interviews, give them the type of questions you’ll ask but avoid providing the exact list of questions since people tend to try to “rehearse” what they’ll say and won’t sound as authentic.
• Help your video subject dress for success. You want people to look and feel their best on camera. First and foremost, instruct your subject to wear something they feel comfortable and great in. If they’re wearing something they normally wouldn’t, that discomfort can come across on camera. But other great tips are to wear jewel tones and avoid busy prints.

Recording Internal Comms Videos

Assuming you don’t have your own video crew (which you might not!), you’ll have to learn some camera tips to record a great video. Remember that employees aren’t expecting a Hollywood production. They want authenticity and will be more forgiving than you might think. But that doesn’t mean we shouldn’t get a few basics right.

• Keep the camera at eye level so it doesn’t look like the camera subject is looking down on people or craning their neck. It will look way more natural!
• Consider the lighting in the area you’re filming:
  • Natural light is going to look best.
  • You never want the light source to be behind your video subject because it will make them look dark.
  • You don’t want too intense of direct light because you’ll create deep shadows on your subject’s face or make them look unnaturally bright.
• Focus on sound quality so your audience can hear what’s being said. A few tips:
  • Consider the ambient noise around you and if it’s too loud.
  • Buy a lavalier mic for your subject (these are so cheap but make a huge difference!).

Tapping Into Channels that Support Video

To tap into the right communication channels and effectively support video, consider the following:

• Multichannel approach. Use a multichannel approach that incorporates various communication channels, such as company intranet, employee apps, email, and social media platforms. This ensures that all employees can access videos conveniently.
• Measurement. In many cases, you’ll have to prove to your boss that videos are worth the effort. I recommend sharing your internal communications videos on channels that have analytics so you can actually measure your impact. That means linking to a video in an email might be a little less insightful than embedding that video on your intranet or employee app.