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  • Writer's pictureGuillaume Champagne-Thibeault

Why choose video as a communication strategy?

Updated: Nov 3, 2023




VIDEOS


These days, people carry portable video studios in their pockets. To be good at using video to tell a story, you don't have to be Steven Spielberg. If you've ever uploaded a video to YouTube, you know how easy it is to create, consume and distribute moving images. Why should your business be any different?


Video is one of the most effective communication tools available to businesses. Since the days of Nickelodeon, technology has advanced and created a plethora of new distribution channels on which companies can post their video content. With the rise of social media, video content is becoming increasingly popular. According to a recent Cisco study, video content will account for 82% of all consumer Internet traffic by 2020.


Communication is critical to the success of any workplace. While the number and variety of communication tools continue to grow, email and meetings remain the two primary methods for many organizations.


As a result, video has gained popularity thanks to technological advances that have allowed everyone to create video content. Indeed, social media platforms such as Facebook and YouTube allow users to upload and share videos with friends, family and followers. More and more companies are launching corporate video marketing strategies and video marketing campaigns to build customer relationships and brand awareness. Because of the ease with which it can be produced, video is becoming the most popular way to communicate content on a global scale.



VIDEOS AS A MEAN OF COMMUNICATION


Compelling videos are not only useful for marketing. They can be useful for any type of communication task. Non-verbal communication cues such as tone and body language in videos can help avoid miscommunication and make content more engaging.


Additionally, video content can summarize messages in a fraction of the time it would take to read pages of information, making it an ideal format for effective communication. Visuals have higher communication success rates: According to an eLearning Industry study, people retain only 10% of information received orally after three days, but they remember 65% of that same information when visuals are included.


Video content is also inherently richer than text-based content. It combines elements from all other media and communicates with viewers through auditory, visual and textual channels. Video is therefore superior because it can condense information and communicate with viewers much more quickly while encouraging greater engagement.


The difference between video and traditional means of communication


Email vs video


Email is a great way to communicate. You can create emails and check them for accuracy and completeness. They can be sent to individuals or groups of any size, and you can include attachments such as images or documents that your recipients need.


Despite, or perhaps because of, all of its advantages, email does have some drawbacks. According to Campaign Monitor, the average employee receives 121 emails per day. Given this volume, it's reasonable to assume that your text-based email will be skimmed or, worse, ignored. Even if the recipient reads your email, chances are they will misinterpret what you are trying to say.



Meetings vs video


Meetings can also be used to share important knowledge and information with colleagues. They allow for natural discussion and allow you to convey your message more clearly. Of course, it can be difficult to coordinate schedules and get everyone in the same room at the same time.


But that's not all. Face-to-face meetings can take up the workday and be unnecessary when all we need is a quick update that doesn't require much or any additional discussion.


Work and communication in the office now faces a new challenge. During the Covid19 pandemic, many people had to switch to working from home and learning how to do so. This change has forced employees and companies to consider alternative methods of effective communication. While meetings and email remain effective modes of communication, video has emerged as a fantastic and particularly effective alternative.



So why is video superior?


Making a video may seem difficult or time consuming, but when you send a quick update video to your team, it doesn't have to be very polished or complex. Simply sit in front of your webcam (or share your desktop screen) and talk about the information you would have emailed using a screen recording tool.


Videos can not only replace emails, but they can also help you keep your agenda clear by replacing meetings. Instead of gathering your entire team for a share or presentation, send them a video to watch at their leisure.

That said, video is a great tool for your internal communication strategy. Companies that use video to improve employee engagement are preparing for the future. Using video content to communicate is then effective, appealing to employees and extremely cost effective, saving you and your company time and money.


The value of using video as a means of communication


Videos are entertaining.


Have you ever tried to read something online only to be distracted by an animated ad? You can't ignore the ad and focus on the text, no matter how hard you try, until the motion stops.


Our eyes are wired for movement; it's the most effective way to get and keep people's attention. So mix things up to get people to connect who have never done so before. If, for example, your wellness program isn't engaging employees, consider creating an animated video to capture their attention and drive engagement.


Video is a combination of several means of communication.


Videos are always entertaining because they include text, animations, images, podcasts, statistics, graphics, infographics, music scripts, etc. This ability is not shared by any other medium. The ability to use multiple media makes it more understandable, more interesting and can leave a lasting impression on the audience if used correctly.


Videos are practical.


Videos have made our lives easier. They are convenient for entrepreneurs and consumers alike, as they allow you to share anything and reach an audience around the world, all from the comfort of your own home. While some videos require some planning, there are people who make a good living just doing their routine vlogs, and social media has made it simple to upload and share videos that anyone can make.


Videos build trust.


Si vous avez une entreprise de commerce électronique, une simple vidéo informative sur un produit donnera une image claire au public plutôt que de l'afficher dans une image. Les médias sociaux vous permettent également de vivre des vidéos en direct, ce qui est le meilleur moyen d'interagir et de vous connecter avec votre public. Les vidéos sont transparentes et démontrent que la marque est authentique, ce qui augmente la confiance du public.



Video is excellent for explaining complex concepts.


There's a reason why explainer videos are ubiquitous on the Internet and why news organizations invest in video departments: videos are great for breaking down complex ideas. Think of video as the online equivalent of a few minutes with an expert.


Do you have a new consumer health plan you want your employees to understand? Are you concerned that no one understands how the ESPP works? Have lots of questions about the new leave policy? These are all great video topics.


People react to videos.


La vidéo est un média unique dans le sens où elle peut combiner musique, voix, humour, mouvement et art pour créer le lien émotionnel dont les gens ont besoin lorsqu'ils prennent une décision importante. Les vidéos peuvent donner à l'information un visage et une voix humains. Elles peuvent créer un lien émotionnel pour aider à la prise de décision.


Conclusion


Video is undeniably the medium of the future for marketing and internal communication. According to Google, videos are 45 times more likely than text to appear on the first page of search engine results, due to less competition from dense content. Video accounts for more than half of all mobile traffic and allows businesses to reach their entire market while communicating emotionally with their customers.


Indeed, it is a very powerful storytelling tool available to communicators. After all, the primary responsibility of communication professionals is to tell stories.


Watching a video to learn something new is fast, interactive and entertaining. The format can convey emotions and tell a story more vividly than words on a page, making it easier for your employees to understand what you are saying. As the transition to the digital workplace continues, video will be a versatile tool to achieve your internal & external communication goals.



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