When creating corporate video content it can be a fine line between producing a video that inspires and resonates with your target audience, and creating a video that disconnects them. The minute that viewers start to say to themselves ‘this isn’t aimed at me’ you’ve lost them, which is why it’s so important to create personalised video content. This is the same whether you are producing video for external marketing or communications purposes, or using video to communicate with your employers.
Marketers all know the importance of defining your target audience when working on campaigns to promote products or services to 3rd parties. But in my experience working with in-house teams here from our base in Surrey, not enough thought goes into understanding the target audience for internal video comms.
I think this is partly because there’s a feeling that anything produced for employees and other internal stakeholders will get watched and understood, and that people will be grateful for the content.
This is not always the case. With overflowing inboxes and endless ‘to do’ lists, another piece of content to digest is not necessarily welcome even when it comes from within the organisation. A directive from HR or another department to ‘click on the link and watch this video’ may result in an action, but if the content of the video doesn’t immediately engage and resonate with the viewer, it’s very easy to shelf it until they have ‘more time’.
Even when a video is compulsory to watch, perhaps it’s part of a training module or a video that’s being shown during a presentation, it is still vitally important that it speaks to the target audience in a relevant way if you want the key message to come across. Video that doesn’t engage, that doesn’t seem relevant, or isn’t personalised is easy to watch and forget about just as quickly.
3 Ways To Personalise Video For Internal Comms
So how do you produce video that is personalised? Below I outline how we do it at NRG:
- Understand the target audience
Don’t make assumptions about who your target audience is and what will work for them. If you’re creating video for employees, and you are also an employee of the company, don’t assume that everyone is like you! Just as targeting ’40 year old men’ with a product is far to broad, so is ‘employees of X company’.
You need some detail. Is your video comms for a specific department, or for those people who fulfil a particular function, or those working with certain clients? Once you start to narrow down who the video is for, you can get a better idea of what that group will engage with. For example, if you’re creating video comms for customers services operatives working in different branches of a financial institution, you will find that those individuals have particular needs, motivations, challenges, and aspirations. They are also likely to fit a certain demographic in terms of age, gender, education and other factors. When you understand what these are you’ll find it easier to create more relevant and personalised content.
- Make it human, not corporate
While your corporate brand is important and many employees take great pride working for their firm, we all prefer to engage with humans not companies. If your video is to include presenters or actors, they need to be people your employees will engage with. Tone is also important in getting a message across. If it’s too condescending, directorial or ‘dumbed down’, you risk alienating the audience. Talk to viewers like people, using what you know about your specific target audience to adjust the tone accordingly.
- Tailor specific messages to target groups
Even if you need to create video content for a large group of diverse people – for example a message from the Chairman to the whole global corporation – it can still be personalised for individual groups. When filming this content thought should be given to whether it is feasible to record separate messages that will be more relevant and targeted. This could be for different locations, departments or functions. It doesn’t take much effort or resources to do this, but the impact of the video is significantly more engaging.
Engagement is the key to getting video comms watched, understood and acted on. Therefore if your internal video content to date has not factored in personalisation, you’re missing a great opportunity to really get value out of your efforts.
If you would like to explore any of the above in more detail and discuss your video comms with me. Please get in touch. Call 01252 717707 or email firstname.lastname@example.org