Why video is so often better than the written word in Internal Comms

Or, if you like, “Video Killed the Written Word Star”. (If any younger readers have no idea why I just strung those words together, or who The Buggles were, please speak to someone with a love of 80s pop.) But, moving swiftly on…

We’re going to focus all our attention this month on the use of video in internal comms. In our next two entries, we’ll be looking at the different types of videos that can be employed to great effect, and then what you need to create your own video content. If video isn't a part of your current internal comms strategy, we can't recommend highly enough putting it in there ASAP!

But, to start with, the two most burning questions…

Does using video content for key internal communications take more effort than a more traditional (or, some might say, old-fashioned) written word piece?

Probably. Sometimes.

So, is it worth the time and effort.

Definitely. Almost always.

And here are ten reasons why…

Greater engagement. This is probably stating the obvious, but video can capture our attention far more effectively than text alone. Just think about what leaps out to you when scrolling social media or browsing the intranet. And think about the impact a well-made movie or TV show can have on you. Through visual and auditory elements, video can engage employees more deeply than even the best written text, making the messages more memorable and impactful.

Enhanced emotional connection. Video allows for the conveyance of emotions through facial expressions, tone of voice, and body language which no written word can do. This fosters a stronger emotional connection between the sender and the audience. This can be particularly important for messages that require empathy or motivation. A heartfelt and sincere video message from a senior leader can break down barriers and reduce a harmful “them and us” (pre)conception across our workforces. For similar reasons, video messages can even help with building trust. Seeing the whites of our leaders’ eyes (quite literally, in the case of an in-person video) builds trust and faith across the audience. Messages are usually received as more authentic and sincere.

Improved clarity and understanding. Complex ideas or instructions can be easier to understand when presented visually in a video format. Demonstrations, illustrations, animations, and real-life examples can clarify concepts and reduce misunderstandings. Which is more likely to sink in (and stay “sunk in”) with you – a written piece listing multiple numbers and data points, or an animated chart showing the same data with an explanatory voiceover? In fact, that “stay sunk in” point deserves its own listing, so…

Better retention of information. Video content is usually more impactful and memorable than the written word, increasing the likelihood that employees will retain and recall the information presented. Our brains are highly adept at processing visual information, and visual stimuli are often processed more quickly and retained more effectively than textual information. On top of which, video provides a multisensory experience by combining visual and auditory elements - science shows that when multiple senses are engaged, it can lead to stronger memory formation. Finally, there’s the emotional piece. Well-made video content can evoke emotions through visuals, music, and storytelling, which can enhance memory encoding and retrieval.

Wider accessibility. Video can cater to different learning styles and preferences more readily than the written word. Some people may find it easier to grasp information through visual and auditory means rather than reading text. Additionally, video content can be made accessible through subtitles or sign language interpretation, ensuring inclusivity for all employees.

Greater efficiency. Video can convey information more efficiently than written communication. Employees can absorb information more quickly by watching a short video rather than reading a lengthy document, which can save time and increase productivity. Sure, it may take the creator a little longer to prepare and film the clip, but how much time are you saving by everyone in the audience taking that information in much more quickly and effectively?

Better personalisation. Video allows for a more personalised communication experience. Leaders can address employees directly, providing a sense of connection and authenticity that may be lacking in written communications.

Improved demonstration and training capabilities. Video is arguably the most effective medium for demonstrating new processes, showcasing products, or providing training. Employees can observe procedures in action and being done for real, facilitating better comprehension and retention of information.

Enhanced feedback and interaction. Video often encourages feedback and interaction through comments, likes, or other forms of engagement. If shared on a digital platform that offers such functionality, the ability to react, comment and feedback is already there, right in front of the user. This interactivity can foster a sense of community and collaboration among employees. And open feedback can be useful to the creator.

Greater mobile accessibility. With the ever-increasing use of mobile devices, video content can be easily accessed anytime and anywhere (signal permitting!), allowing employees to stay informed even when they are on the go. And you probably already have the infrastructure and platforms to facilitate sharing short videos. And if you don’t, they’re readily and inexpensively available. Sharing your video content with an audience right around the world is just a mouse click away.

So, in short, there are many reasons why video is being used more and more by forward-thinking and successful organisations. In our next blog, we’ll be looking at some of the different kinds of videos that can be made and shared to effectively disseminate information and improve comms in most organisations. In the meantime, if you want to start using video (more) and aren’t sure where to start, why not drop us a line? It’s what we do. And we love to do it. Let’s talk!