As explored in my previous blog post – How To Use Video To Re-Engage Employees – there are very compelling reasons why video should be part of your internal communications strategies. However, creating engaging video content is one thing, using it effectively is another.
For the purposes of this article I’m going to assume that you’re creating the right kind of video content. You’ve got an in depth understanding of your target audience, you know what content will engage them, how they like to be communicated with, and what storytelling and creative techniques will resonate most strongly with them. You have clear objectives for your video content, ensuring that it’s aligned with the actions you want viewers to take. This is all communicated to viewers with a call to action (CTA) so they know what they need to do next.
Let’s also assume that your content is successful when viewers watch it. The problem is that you’re not getting the views you need. Whether you’re targeting employees or other key stakeholders with your video content, it’s only successful if your audience presses play.
How To Get Internal Video Content More Engagement
Below are some of the most common reasons that employees and key stakeholders don’t engage with internal video content and other comms:
Wrong channels – to get people to watch your content you need to tell them about it, you can’t just upload the video to YouTube or your company intranet and expect everyone to find it. That’s why we use other channels to promote the video content – for example an email, a message using your company chat, an upload to Slack etc.
To be successful you therefore need to understand how your target audience use those channels and what is the most appropriate for your specific video. Don’t expect to get good engagement if you upload a policy and procedure video to a channel employees use predominately for troubleshooting customer problems, or send it in the form of an email when your target audience generally use email for external comms.
The video title isn’t engaging – as with most communications the aim is to get immediate engagement, whether that’s viewing your video content straightaway or flagging it for later viewing. For this reason your video needs an engaging title – not something that sounds boring, arduous or overly complicated. Even though a video is for internal use, you still need to market it to your target audience in an engaging way.
It’s impersonal – another reason that people might ignore your content is that it doesn’t appear to be personalised for the individual. We’re used to receiving marketing messages from brands and 3rd parties that speak to us on a personal level, we therefore expect our employer (who knows a bit about us) to communicate in a personal fashion too. If your communications look a bit like a ‘round robin’, employees may not think they’re particularly relevant to them personally.
It’s not relevant – don’t be tempted to Bcc everyone and expect them all to watch your video unless the content is targeted at everyone – such as a personal statement from the CEO to all employees or stakeholders. You might think that it would be useful but if recipients think it’s irrelevant they will start to ignore all your communications. Instead operate on a ‘need to know basis’, where video content is created in a highly targeted way and delivered to only those people who need it. You can always upload the video to your company’s video library for anyone who might be interested, but don’t target them specifically unless it’s been created for them.
Doesn’t answer ‘what’s in it for me?’ – telling someone that they need to watch a video for training purposes, to get a policy update or for any other reasons, is not enough. You need to let people know what’s in it for them. How will spending 3-5 minutes watching a short clip help them do their job, succeed in their career, or any other motivating factor? Give them a good reason to press play.
No follow up – it is inevitable that some of your communications will get lost. Messages get archived or deleted, employees have good intentions but get side tracked or are interrupted and forget to finish watching. A few gentle nudges to remind your target audience that there is a useful / important / interesting / compulsory (delete as appropriate) video available for them to watch, ensures that those who need to see it do. At this point you might also want to try different channels to see if that generates more views.
Too frequent – too much information also has a negative impact on engagement. If employees are receiving high volumes of communications how can they prioritise what to watch or read, while still functioning in their job role? Make sure that you time all comms carefully (including follow ups) so that you don’t contribute to ‘information overload’.
Video content for internal communications delivers excellent ROI; having a positive impact on productivity, employee engagement and retention, and improving learning and development outcomes. However, to be effective you need to get your target audience to watch it. I hope this list of ‘what not to dos’ helps you get more value out of your video content now and in the future.
Get in touch with me and the NRG team if you would like to discuss your video strategy. Click here for contact details or leave a message below.