Video is a great medium to share a message, and it’s becoming one of the most popular ways to effectively communicate in our digital age.
It’s estimated that by 2019, internet video traffic will account for 80% of all consumer internet traffic (source: Wordstream).
While video is a brilliant marketing tool – both to your customers and personnel – most businesses shy away from using it. Many organizations don’t think they have the budget, the ideas or the equipment to carry out a successful video marketing campaign.
But the truth is anyone can use a smartphone and film a quick video for free, in a matter of minutes. There’s nothing stopping you from implementing video into your business. It’s a powerful medium that conveys a lot of information in an engaging format – and it’s today’s internal comms tool.
Using video on your intranet is an excellent way of galvanizing a campaign, promoting an idea or sharing a project with others within your organization. In fact, video could be one of the easiest and most powerful ways of getting a message out to your targeted audience. Blog posts incorporating video attract three times as many inbound links as blog posts without video.
Which is why we loved the video that Travelex shared with us on the Interact Community forum. They filmed their ‘Transform your Uniform’ video which is being used to promote the revamp of the Travelex uniform. The final design of which will be a product of ideas, suggestions, and collaboration shared on their intranet, The Lounge. The five-minute clip is an excellent example of how simple and effective videos can be.
You don’t need to spend lots of money to make a great video. While expensive video production has its place, when you’re sending out a message to your team, filming on a phone or camcorder is quicker and more efficient, and lends a ‘realism’ to proceedings, making it more relatable for your colleagues. When it comes to editing, there are lots of free or cheap editing software available online.
If you watch the Travelex video, you’ll see a number of benefits:
It packs a lot of info in a short space of time.
It’s a five-minute video that delivers a very detailed message – without over-facing the viewer. With the help of costume changes, quick cuts and a member of the team delivering the video, you have a well-delivered outline of the plan ahead.
It’s a very effective way of communicating
Video is so effective in delivering a message across. Imagine sending a message across to your colleague via email. They message back their comments and questions. You take the time out to press reply and answer their queries and the conversation does a back and forth for a while. Now imagine having that conversation with the same colleague face-to-face. It takes a fraction of the time. Video works the same way – allowing you to deliver a clear, concise message to a mass audience.
It’s so memorable
How many thousands of blogs are your intranet? How many are remembered? One of the best things about video is that it is such a memorable medium. In fact, 80% of users remember the videos they watch online – meaning your amateur straight-to-camera message has far more chance of hitting home than any of the well-written blog posts on your intranet. The use of split screen, snap cuts and an informal dialogue makes the Travelex video, above, engaging, easily understood, and shareable.
According to data from Forrester, one minute of video is worth 1.8 million words. If you’ve got a message to share with your organization, film it, upload it on to your intranet, and voila – it’s delivered to everyone in a second. The impact of video is so powerful that a clip that took you’re a few minutes to film, upload and share will deliver more value than a 2000-word blog post that took you all day to write.
According to Syndacast, using the word “video” in an email subject line boosts open rates by 19% and clickthrough rates by 65%. And 65% will watch more than three-quarters of the video – meaning that although you should deliver the key points at the beginning, most people will stick around to watch the whole thing.
If you’re interested in creating videos for your business, here are some tips from Travelex that we’d recommend implementing in your next shoot.
- Subtitle your video
More people watch online videos with the sound off than with the sound up. This is why subtitles are incredibly important to video. Videos are watched on the move on smartphones or in busy environments like the office, so many viewers will have their volume down – and subtitles supply the message. In fact, recent stats show that over 85% of Facebook videos are watched without sound.
For those working in multinational organizations, subtitles also remove potential confusion over accents. They can also be used as a translation tool.
Quick tip: encourage users to use the CC button on YouTube or Vimeo to receive subtitles for existing videos which don’t have subtitles.
- Have fun with your videos
Videos are a great way of encouraging interaction across the organization.
News doesn’t have to be exciting to be video-worthy. Have fun with your content to encourage interaction from employees.
If it is a topic they are likely to have an opinion on, actively encourage commenting or the use of hashtags, during the video.
- Keep it brief – the TED Talk rule
Videos don’t need to be intensely long. If you’re struggling to write additional content, it is probably a sign that you have enough to work with.
TED Talks set a limit of 18 minutes for speakers, based on various studies into the attention span of students in university lectures.
While different occasions require different styles of video, there should be nothing stopping you from experimenting with the cheapest format – smartphone video uploaded to Youtube – to see how it works for your intranet and organization.