When combined with real-time data, online video is a powerful storytelling medium that is expected to soon dominate the internet. The boom of web videos is no news: just think about YouTube and how popular it has become since its launch in 2004. It’s estimated that the most famous video platform reaches more 18-49 year-olds than any cable network in the United States. And this trend continues to climb, with Cisco predicting that by 2020 more than 80% of the world’s internet traffic will be video.
It is clear that in the last decade we have seen a massive change happening, with images and videos replacing the written word as the main communicating tool. In the past few years, a new generation of mobile users has risen and video communication has increased its importance step after step, now playing a central role in everyone’s daily life.
Undoubtedly, video marketing is one of the newest additions to every company’s promotion toolbox. So far, most companies have focused on videos as promotional tools to attract new customers and users, but more and more brands are starting to realise how this tool can be used in many other ways and how versatile it is. We have proof that videos can create a higher engagement rate with customers: why not using it to communicate with employees and increase workforce engagement? Yes, you might still have doubts: is it worth investing money in creating short videos to communicate with your employees?
The answer is YES, of course. It has been proved that, through all the various forms of communication, the most effective are short, meaningful videos. In a recent study, Deloitte highlights how short videos will surely be well-received by your employees. And at the end of the day, it’s all about giving to your workforce the best tools to make them the company’s best advocates, right? Offering them an internal video production tool will enable them to feel more engaged!
With all the available new technologies and smartphones’ cameras improving day by day, you don’t have to be a Hollywood producer to share with your colleagues a video about a new exciting project you’re working on, and you surely don’t need to have Coca-Cola’s budget to make a fun video about your day at the office!
We all agree that short videos are one of the most amazing and helpful tools you have to communicate with your employees. Here are the main reasons for every company to promote video content:
- With smartphones’ new cameras and thousands of video-editing apps, creating short videos has never been easier or cheaper. Relax: your videos don’t have to be perfect! Latest researches showthat what matters the most is to be brief and clear about what you want to say, low definition and poor ‘scenography’ don’t matter nearly as much!
- We are always looking at our phones, there’s no denying it, and video and mobile go hand in hand. From 2012 to 2016, mobile video views have increased by 400 percent. Videos are the easiest way of communicating because they are fun to watch on the go and don’t require the same amount of attention and focus of reading. Think about how many videos we watch across a normal day on various social media platforms!
- Google tells us that users develop a higher sense of personal connection with brands when screening their ads on mobile devices and smartphones (twice more than with TV ads and 1.4 more than with desktop ads). This proves that short videos that can be accessed through mobile phones are better than anything else in developing a strong connection with brands: just imagine how short videos this can raise your employees’ sense of belonging! We already know that pictures can attract attention more easily that anything written: if that is true of still images, imagine what moving pictures can do!
- Video engages even the laziest users and encourages social shares. Today’s life is too busy to find the time (and willingness) to engage in reading long articles and descriptions. Short videos are easy to consume and appeal to a wide audience. Let’s not forget that social networks now also encourage video content with their new features. Facebook has launched 3600 Video, Live Video, and Lifestage (A Video-Centric App for Teenagers). Instagram put in place 60-Second Videos & Instagram Stories, Twitter has Periscope. And YouTube is the second most popular social network in the world!
- Through social media, people share content that is meaningful and has emotional impact. Short videos that originate in the company’s internal environment can be easily shared across different social media by employees. If videos are fun, original and entertaining, they can be an internal as much as an external communication tool, spreading on the internet and advertising your company’s core values.
Is your company using short videos to help employees communicate effectively and share experiences with each other? Let us know in the comments section below!