Mark Darlington, head of video at Cavendish, describes how video can help make internal communications more impactful, flexible and human.
Technology innovation has had a dramatic impact on the landscape of internal communications. A decade ago, internet speeds and complex hosting setups, made getting any type of content, let alone high-quality video content, to front line staff a logistical challenge. As a video production team, our remit a decade ago was to deliver high quality video content that engaged diverse teams, from store staff to head office teams, finding new ways to present and communicate.
Over the years, as job roles and responsibilities have changed – the remit has always stayed the same. Reflecting on the evolution of content creation and communications over the past decade is truly remarkable.
Today, content is king, and comes in many formats. You can’t deliver a standard video and expect the needle to move. You need to sweat that asset within an inch of its life; internal cuts, external cuts and short form social content are a bare minimum.
No matter your sector or industry, the latest trends and tools are relevant in some capacity. This includes using interactive video to enhance your induction or training programmes, immersive experiences at events, user generated content for corporate updates, and let’s not ignore the portrait era for short form content (one that I struggle to enjoy). The portrait format was born off the back of Gen Z and their use of channels such as Instagram reels, TikTok and YouTube shorts.
The importance of internal comms to drive loyalty, staff retention and productivity has increased in the demand for internal video content. It’s becoming just as important as your external marketing campaigns and is a gateway to training, recruitment, health and safety, corporate updates, company conferences, and that all important employee belonging and cultural drive.
But why is that?
It’s because most people prefer to consume video over written text.
Have you ever been sent an email on a Friday afternoon titled ‘CEO Update’ or similar? And upon opening it you’ve seen a lot of text with the odd low-resolution image. In this fast-paced world, most people can’t – and won’t – find the time to read internal messaging like this. It needs to be short, engaging and accessible. I for one sometimes don’t watch a video but I’ll play it and listen to the audio – giving me the option to dip in and out of the visuals when certain messages pique my interest.
Video content is now more accessible than ever.
Subtitles are mandatory if you want people to consume the content across different platforms. With AI, making it easier than ever to implement, it should be no surprise that British Sign Language and Audio Description are also becoming much easier to include in your content.
Connect on a deeper level
Working with such a diverse spectrum of clients allows us to test and learn rapidly when it comes to what resonates with audiences. And we’ve found video works exceptionally well for internal communications. With it’s unique ability to engage audiences at every level on both an emotional and intellectual level, making messages more memorable and impactful for employees.
And humanise your comms
Video formats allow complex information to be simplified and conveyed more effectively through powerful visuals and storytelling, aiding in better comprehension among employees. By featuring leaders or colleagues sharing messages, stories, or insights you can humanise the communication process, fostering a sense of connection and trust within your organisation. And it’s much easier to share today. Videos can be accessed anytime, anywhere, on different devices, offering flexibility for employees to engage with content at their convenience – it’s such a powerful way to communicate for the new world of hybrid and remote working.
