1. Video is incredibly engaging
According to a report by Ofcom, people in the UK spend an average of four hours per day consuming TV and video. It’s a huge part of most people’s lives, particularly the Millennial Generation. These are employees who’ve grown up with YouTube, Skype and Netflix. It’s how they get most of their information outside of work, and they expect it in the workplace.
Facial expressions and tone of voice are two of the most important elements of humans’ interaction with each other. Something that’s been bandied around a lot is that 93% of communication is nonverbal. While that’s not really true - as discussed here, among other places - facial clues and tone of voice are incredibly important in communication. Video can incorporate these elements and deliver messages that are far more engaging than traditional text-only formats.
Your IC strategy is in place precisely because you want to engage your employees. So why not utilise the most engaging format for your communications?
2. Video is versatile
When it comes to a versatile medium, video is king. Video can bring results announcements to life, and inject personality into CEO messages. It can provide a captivating record of conferences for all to see, and deliver engaging training seminars. It’s used to deliver regular company news programmes alongside user-generated content. It can even deliver all of the above in one programme, tied together with a strong narrative. It helps senior management connect with employees, and helps employees stay connected with the business.
3. It encourages interaction
Video is the perfect tool for starting conversations. If your video is hosted on the appropriate platform (like the one I spoke about earlier this year), employees relish the opportunity to comment, share and even debate the contents. Going back to the Millennial Generation, this is how they communicate outside work. Some companies have been slow to adopt social media. There are (understandable) concerns about opening up the discussion rather than dictating it. Open up, encourage debate and let employees drive the conversation.
4. It’s accessible
As long as you’re connected, video is accessible 24/7 from anywhere on the planet, from any device. Not in the office today? No problem: watch the video from where you are. Hosted online, your video isn’t taking up precious server space. You won’t have to erase it to free up memory, and there’s no chance of it being accidentally deleted in an inbox purge. It doesn’t have to be handed out, carried around or posted anywhere. This means your communications have more chance of getting through, and more chance of being seen. Next time you’re worrying about how to deliver your message to everyone, opt for video and spend that time creating effective content.
5. It’s measurable
Measurement is a key part of any internal communications strategy. It’s how you evaluate understanding and impact, and how you demonstrate ROI. You can measure the effectiveness of video with the click of a mouse: real-time data will show you how many views it’s had, who’s watched it, how long they watched it for and where they were when they watched it.If your company hasn’t embraced video yet, the bad news is that you’re being left behind. The good news is that it’s never too late to do something about it.