Video communications, whether that be for internal or external purposes can be difficult to get right. Earning either an employee’s or prospective customer’s attention and most importantly their engagement is where many video comms pieces can fall down.
There are a number of reasons why this can happen which are outlined here. As a bonus I’ve included some advice to help you navigate these issues in future.
1. Metrics To Measure Performance
Measurement of any form of communications is absolutely critical when it comes to understanding and improving your video comms. The following common reasons are why some companies struggle to get an accurate picture of their performance:
- Lack of tools to measure
- Lack of time or resource
- Lack of knowledge of what metrics are relevant
- Lack of clarity on the right metrics to measure for each channel
These are all understandable, but investing monetarily or time wise to improve measurement will ensure your comms are that much more effective. Typically you should be looking at the following:
- Number of views
- Average time watching the video
- Completions of Call To Action
- Level of Understanding (A short survey can help with this)
Once you start analysing these metrics you will get a much better picture of how successful your video content is: and take those learnings into the next comms piece. For example, people may engage with shorter videos or different types of video may perform better. Constantly testing and implementing your learnings can drastically improve your overall performance.
2. Lack of Targeting
I’ve banged on about target audiences before – so sorry to repeat myself. But it is essential that you understand your target audience. For example, if your video is about new procedures within your HR department it has to be created with them in mind, which might not be the way you would communicate to employees in other departments or certainly with customers.
In my experience people are prepared to spend time thinking about customer avatars when creating video content for prospects and existing customers, but not when considering internal audiences. I think it’s important – why go to the length and expensive of creating internal video comms if you don’t ensure that it works for your target audience?
3. Using the Wrong Channel
The medium in which you are distributing the video content can be a significant reason for comms not working effectively. Perhaps you’re sending all content via email and people are just not watching or ignoring the message.
Testing different channels to see which ones drive the most engagement can be a powerful exercise in improving the performance of your video content. May be try distributing the video via the Intranet, YouTube, LinkedIn or other channels and see which works best.
4. Not Marketing Your Video Comms Proactively
It is always a challenge get content in front of your target audience. Having identified the right channels it might seem like a straightforward exercise to share links via email or social media and watch the views clock up.
Unfortunately it doesn’t always work like this. Your content has to compete with everyone else’s. Digital technology offers many opportunities to deliver highly targeted messages and video content to your prospects. Programmatic advertising is an exciting approach for targeting customers online off-platform. This is about getting your content in front of customers away from your website and social media profiles, where they hang out.
5. Lack of Engaging Content
This should come as no surprise, but if the content is dull and boring, people will not watch the video for long and probably forget the intended message after a day or so. Just because content is designed for an internal audience or it explores a ‘boring’ subject, does not mean your video has to be boring too.
Have a look at this video we produced for The Deaf Health Charity aimed at NHS professionals. Although it was commissioned to explain very complicated and convoluted legislation, it isn’t boring. The result is that our client has received a lot of positive feedback – people have watched it, understood it, shared it, and commented that it’s made a difference.
Without a doubt investing in your video comms by getting some advice and expert help can drastically improve the quality of the content, engagement and ensure core messages are understood and acted on.
6. Lack of Alignment with Brand or Values
Although there will be opportunities to create quite diverse content for different audiences and activities, an element of consistency that references the brand and values is also important. Whether you are trying to build a brand or have an established brand, consistency is key. Failing to do this will confuse your target audience and they will be more likely to remember the less consistent aspects of the video rather than the intended message.
This isn’t just about logos and straplines, it’s also about tone of voice, imagery, and core values. If you engage a video production agency to produce content for you, expect them to understand this – otherwise you will risk creating a video library of content that doesn’t reflect your story.
Implementing these steps will vastly improve the quality and the engagement of your video comms. If you want to discuss any of the above, please get in touch with me on 01252 717707 or email mailto:firstname.lastname@example.org