In a recent survey amongst communication experts, 93% agreed with the statement that video is a vital part of internal messaging. For many, video is the perfect way to get information across – no long, marketing documents or presentations, just an authentic, credible message straight from the person concerned.
Other positives about using video for internal communications is the message is more likely to be absorbed, it feels personal and therefore people react more positively, and it’s accessible at your convenience.
However, video can only do all those things if people actually watch it. We assume video for internal communications makes sense because of the ease of online distribution. We assume video is easier for employees to integrate watching into their daily online experience. And both these statements can be backed up by data.
Whereas data is vital for such things as the launch of a new product, the same survey as quote above found nearly one fifth of communications professionals cited ‘gut instinct’ as the business case for using video. And over a third collect no data whatsoever even after making and distributing a video.
According to one new media and software company in the US, data that shows the engagement of employees with video, helps internal communications departments move from a defensive position to a positive mindset. Very often, video is seen by other parts of the company as expensive and the comms people are often in the position of having to justify costs. The correct data can show the impact on the business by measuring such metrics as increased employee awareness – and having engaged, aware employees is priceless.
Using Communications Metrics
Metrics showing when and how people watch are easily available. You can now see who watches, when they viewed it and on what device. You can see how many times they replayed it or pinpoint the exact moment they stopped the video and navigated away.
Also asking the right questions can bring that set of data to life. For example, finding out how frequently employees think video should be used. Or if employees think the video has increased their knowledge about the topic. Simply asking them when is the optimum time for them to view the video and on what device works best for them will make any future strategy for internal video communications more effective.
Having a device at the end of each video that can capture feedback from the viewer is also a useful tool. Not only does it provide useful data, it also creates dialogue and – exactly the ultimate goal for internal communications.
Please contact us if you have any questions about our Digital Video Services.