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Why Video is Corporate Communications’ Tool of Choice

It isn’t revolutionary news that Corporate Communications turns to video to share information with employees. What is interesting is examining the question of how did we get here?  Why is video the method that enterprises turn to? Interestingly enough, as far back as 2012, 93% of communications employees realized that the use of video was required as part of a communications strategy. This view has grown to the point of video now being a must-have.  The reasons stem from the fact that people watch video in their personal lives and are used to this method of learning.  Statistics surrounding this are hard to ignore: 

  • 85% of the online audience watch videos in the U.S.
  • Over half a billion people are watching video on Facebook daily.
  • The average person spends 88% more time on a website if it has video.

By 2025, millennials will make up more than 75% of the United States corporate workforce. When you look at how they have consumed entertainment content thus far, it is overwhelmingly through the use of video.  This generation has brought these expectations of how to learn and collaborate to the workplace.  See the chart from Statista below.

Statistic: Most popular video streaming services in the United States as of July 2018, by reach | Statista

Communications professionals have been keenly aware of this and have ditched traditional methods of communications such as email newsletters, executive breakfasts and intranet updates.  In order to engage employees, enterprises must reflect what is going on in the outside world or risk being dated and unable to attract, engage and retain top talent.  Additionally, as technology has exploded over the last few decades, people are now working from home or remote offices and use mobile devices to connect, collaborate and learn.  All of this requires the communications department to use more sophisticated techniques to ensure that employees understand the company goals and are working in a cohesive fashion to maintain a competitive advantage.

Engagement

One of the largest challenges that Communications executives have is to ensure that employees are engaged and are tuned in to the critical messages.  When 70% of U.S. employees admit that they are not engaged at work, Communications has to overcome this in order to ensure that their message is reached to employees who are too distracted or bored. 

This is precisely where video comes in.  Surprisingly enough, users retain 95% of a message when they watch it in a video as opposed to only 10% if they read it in text.  If you have something important to say and want to ensure that you capture people’s attention, there is nothing better than video.

  We know about the phrase “a picture is worth a thousand words”.  The same concept applies to video but the power is much further reaching.  Video grabs people’s attention and can create a strong connection.  People have a hard time looking away when there are moving scenes alongside of a compelling message.

   Furthering the Mission

Through the use of video, strong bonds between leadership and employees occur and this results in improved collaboration and communication.    An engaged employee feels as though they are a part of shared goals and more likely to help foster the company image – even if it’s inadvertently.  Regardless of location, employees can easily understand the values and culture of the company. They can quickly become familiar with the executive team and know the faces of colleagues as though they are working within a few feet of each other. 

Employees who are engaged bring company values and goals to life in daily interactions.  They can more easily communicate as to why a product or service exists and how it fits into the bigger picture.  This allows employees to take more pride in their work, thereby, having work efforts that help to shape the enterprise’s overall reputation.

Measuring Interest

Before video, it was hard for Communications Executives to measure if critical messages were being received.  It was impossible to see how far an employee read through an announcement on the company intranet, for example. 

But when you have a video platform that offers analytics, you can get reports on precisely how long employees watched the CEO speak and where they may have stopped.  You can see if an employee viewed a certain part several times and if they shared certain videos. This allows Communications to further refine the messaging so that they can best engage the audience and know how messages are being received and how people are interacting with videos.

Videos are Easy and Deliver Immediately

With video, all you need is a conference room and the speaker.  A video can be cut and uploaded quickly resulting in the ability for employees to immediately watch the latest corporate news in a quick manner.  Remote manufacturing sites can easily hear messages from Human Resources.  Field Agents can view important updates from the COO from their mobile devices while they are on site.  And employees from distant locations will now feel like they are a part of the organization due to receiving relevant and timely messages that are more intimate and more engaging.

Communications departments used to have to write text heavy newsletters and email messages. This cumbersome process required, not only extensive writing, but a series of multiple edits and then final approval from various people. This resulted in weeks to get an important announcement out the door.  If there was a town hall event where the CEO is speaking, preparations had to be made months in advance due to the logistics, the venue and company travel.