How to Measure the Effectiveness of Internal Communication within Your Organization

Evaluating metrics is often a weakness when it comes to internal communication.
This needs to change because organizations must have data if they want to communicate effectively. This data can give them the insights they need to make improvements. 

You can use several video key performance indicators (KPIs) to measure the effectiveness of your internal communication strategies. Measuring them should be a priority because they can act like a compass to help your organization reach its goals.  

Two important KPIs to measure are employee engagement and message retention. You also need to measure how effective your communication channels are in reaching and engaging employees. There are thousands of video key performance indicators (KPIs) to choose from, so it’s important to select the right ones to measure.


How to choose the right employees’ video communication platform

Choosing the right employee video communication platform is a crucial decision.
It will affect how you measure the effectiveness of your internal communication. Many organizations fail to measure due to a lack of time, benchmarks, or metrics. They may not take action in response to the data they uncover because their reporting may lack context. Choosing the right platform helps to address these issues.

Here are some factors you may want to consider when choosing a video communication platform:

Features: Different video communication platforms offer various features, and you need to consider which ones are important to you. It may be the ability to use screen-sharing videos or the quality of editing software. It could be the advanced video analytics you can use on the platform

User Interface: You want an employee video communication platform that is easy to navigate and use. It’s important to check the interface to see if it offers a good user experience.
*** Check out your VideoTube in a YouTube view

Compatibility: Find out if the video communication platform is compatible with your devices, operating systems, and browsers. Look for integrations with your hardware and software.  

Analytics: See whether the platform offers in-depth analytics with dashboards and heatmaps that make data visual, so it’s easy to gain insights about employee response to internal messaging.  

Security: The security of your employees’ video communication platform is essential. Look for one that offers end-to-end encryption, data protection, secure logins, etc. 

Pricing: Video communication platforms all have different pricing models, such as a subscription or a pay-per-use model. Consider your budget and choose a platform that fits within it.

Customer Support: In case you encounter technical issues or problems with the platform, ensure that the video communication platform offers reliable customer support and assistance.

By considering these factors, you can choose a video communication platform that meets your needs and preferences. It’s also essential to try out different platforms before making a final decision to ensure that you find the right one for you.

How to use video engagement and viewer behavior data

It’s important to look at both qualitative and quantitative data. Focus groups, interviews, and surveys offer quantitative data and give insights into employee sentiment. Quantitative data, such as how long an employee watches a video, show whether what employees say matches up with their actions. 

Some employees may say that they prefer emails about updates, but the statistics may show that video updates get much higher engagement. A blend of statistics and employee sentiment can give the clearest overall picture. 

Track engagement: You can track video engagement by seeing how many times employees watch a video, how long they watch it, and whether they re-watch any parts of the video. This data can help you identify which videos are most effective so you can adjust your communication strategies accordingly.

Analyze viewer behavior: By analyzing viewer behavior, you can gain insights into how employees interact with the content. Do they click on a link, fill in a form, etc.? This information can help you to understand what types of content resonate with your employees, and you can tailor your internal communications accordingly.

Personalize content: Based on viewer behavior data, you can personalize the content of your internal communications. For example, you can create different versions of a video for different departments or teams based on their unique interests and needs.

Improve training: When you look at data relating to video engagement with training videos, you can see where they may be lacking and improve them. You can conduct pre-assessments before training and post-assessments after training to see how many employees are retained.   

Gather feedback: You can use viewer behavior data to gather feedback on your internal video communication. For example, you can ask employees to rate the usefulness of a video or provide feedback on the content. This information can help you to create more engaging content. 

Important internal communication metrics

Using benchmarks helps you use previous data to compare and evaluate what next steps to take.
When you measure the same metrics in the same context, you create your own benchmarking data against which you can measure progress. 

Creating benchmarks will help you to understand more about video performance and how employees engage with a video as well as employees’ video communication etc. You can adjust your benchmarks as your data grows. 

Video analytics tools help you track metrics and video key performance indicators (KPIs) that actually make a difference rather than just being able to see how many views a video gets. 

Reach: Does your internal messaging reach all employees in the organization? Registration rates show which employees sign up to which channels. If numbers are low for certain channels or teams, you can strategize how best to improve them. 

Do your remote employees have access to internal messaging? Do they know your organization’s vision and mission? Do they understand its values? You will want to measure the effectiveness of the tools and software you use for remote team communication and use this as a benchmark for improvements. 

Large organizations often find it difficult to reach all their employees through traditional communication methods. This is when video communications can really make a difference and extend reach. 

Channel adoption: Your internal communication needs the proper channels to reach all employees. Channels must create an environment that encourages engagement, collaboration, and innovation. 

Channel adoption metrics include numbers for how many employees log in, how many have access to a channel, and how often they return to a channel. These are also benchmarking you can track over time. If they show that a channel is hardly used by employees, it may be best to shut it down and focus on channels that work well.   

Video format and devices: Keeping track of what video content resonates with employees enables you to match internal video communication with what employees prefer and enhance video performance. You can also track which devices employees prefer to use and make sure they have a good viewer experience on them.  

Engagement metrics: Engagement metrics show how employers interact with internal messaging. This may include likes, comments, user-generated content, registration for events etc. What do they have to say about video content, and when do they prefer to see it? 

Live feedback sessions can help to assess employee engagement. Follow-up quizzes can measure message retention. Click-through rates can inform you of gaps in your strategies. If it’s lower than you want on your internal messaging, you need to think about ways to increase engagement. 

Responses and feedback: How do employees respond to different types of internal communication? Does internal messaging align with the organizational culture? Surveys in videos and having easily accessible feedback forums can help to measure this. 

Direct feedback from employees is often the best way to understand what they’re thinking, and the number who complete a survey is a useful metric in itself. When surveys are built into videos, employees are more likely to complete them.  

A platform that allows users to acknowledge important updates etc., can help you to make sure employees acknowledge important announcements.

Employee satisfaction: You can assess employee satisfaction with communication channels by using a Net Promoter Score (NPS). You will collect data by having your employees complete an NPS survey.

It is important to keep track of your video key performance indicators (KPIs) on a regular basis. Try to evaluate on a weekly, monthly, quarterly and annual basis. Only if you evaluate regularly will you know exactly what to optimize.  

How to integrate video communication into your existing internal communication strategies

Using video for internal communications builds more robust connections, makes content more engaging and interactive, saves costs and time, and appeals to the different learning styles of employees. It can enhance collaboration and understanding within your organization. Here are some steps to help you integrate video communication into your internal communication strategies:

Determine your objectives: Figure out what you hope to achieve with your internal video communication. Ask questions like:

  • What information do you want to share with your employees?  
  • Which communication channels do you want to use?
  • How many employees do you need to reach?
  • How will you measure success?

Develop a plan for implementation: Identify which internal communications will benefit most from the use of video. Decide what type of videos will work best and how and when to use them. For example, you may decide to use live streaming for Town Hall meetings and on-demand video content for training purposes.   

How will you encourage two-way interaction and get feedback from employees? This may involve surveys, polls, events, group conversations, recognition, and celebrations. 

Provide team training: Ensure that everyone in your organization has access to training. Training videos should help them get started and troubleshoot any issues that arise.  

Start small: Start small with something like a weekly team meeting until you and your team are more comfortable. From there, you can start expanding video usage into other areas.  

Measure success: Monitor the success of your employees’ video communication efforts to determine if they are meeting objectives. Gather feedback from teams and analyze video engagement metrics to determine if your efforts are effective. 

Overall, integrating videos for internal messaging into your communication strategies can help you create a more engaged and connected organization. You can keep checking video performance by looking at the video key performance indicators (KPIs) you select to measure.  

Using Cincopa video analytics

Cincopa is an enterprise private video hosting solution. It helps to have a single central video hosting solution that all employees can use for internal communication. 

One of the significant benefits of Cincopa is that you can measure how well you are doing with your internal communication goals. You can determine and measure video key performance indicators (KPIs) with actionable video analytics. 

Video analytics dashboard: A video analytics dashboard shows aggregate video statistics for all embedded videos within a selected timeframe. You can change the time frame by using the calendar above the graph. It’s possible to sort data by parameters like the number of plays, watch time, and engagement rate.   

Video analytics live feed: You can find information about each employee who watches a video and video engagement rate. Details include the URL of the viewer, the device type, and the country. If a viewer fills in a contact form, you also have a name and email address. 

Video heatmap: With a video heatmap, you can see the audience’s and specific viewers’ video engagement. Where do drop-offs happen, and what are the key interest points? You can use this information to optimize your video performance. For example, if viewers tend to drop off at a certain point, it could be an indication that future videos should be shorter. Knowing what interests viewers most enables you to create more video content. 

Viewer’s screen: A viewer’s screen contains information about individual viewers, such as their location, first and last view dates, average video engagement, IP address, and platform. 

You can also enable Google Analytics from your Cincopa account so you can get statistics about video performance and the success of your internal messaging. 

Build your own private Video Tube

Cincopa allows you to build your own video tube called CincoTube from your account dashboard. The ability to create multiple channels in a centralized solution can facilitate internal messaging and collaboration between departments.   

Use video channels: Public and private channels can make structuring, securing, and sharing video content easier. There are several options for uploading videos to CincoTube, and you can drag and drop videos into a channel. If you have multiple accounts on Cincopa, you can even add videos from one account to another, which can enhance video performance. 

Measure video content creation: Employees can record their screens with video or without so they can share videos with colleagues. Employees’ video communication and how much video content they create can be a good indicator of their engagement. 

Boost video engagement with enhancements: CincoTube helps to boost video engagement. You can add enhancements directly in the Tube, and there is no need to use any other video editing software. Add chapters to videos, close captions, trimmings, calls-to-action, and interactive annotations. Using subtitles on a video boosts engagement by giving access to speakers of other languages or those who are hard of hearing. You can measure the effects of such enhancements using video analytics to see how much they improve video performance. 

Analyze the performance of each video directly: Everyone who uploads a video to CincoTube can analyze video performance directly on the Tube. 

Highly engaged employees will share and respond more often to internal messaging. The knowledge they share is more spontaneous when they feel they can communicate openly. Interactions can be anything from clicking a link to commenting or sharing. Seeing how many people actively interact with internal videos is a great way to find out how engaging employees’ video communication is within different departments.   

The video key performance indicators (KPIs) you can look at may include top creators, contributors or top performing content etc. Seeing which video content employees share the most is another indicator of what kind of internal communication is most effective. 

To be agile and productive as an organization, you need your communication channels to be so too. Otherwise, making any lasting changes within your organization will be difficult. There is unlikely to be much innovation or employee advocacy. With effective communication channels like CincoTube offers, you will have channels that are designed to enhance collaboration, productivity, and innovation. You can make sure the right videos reach the right employees at the right time. 


You can only fully understand the impact of your internal video communication if you can measure and understand the results. You may feel that you don’t have the right tools or you don’t really know what to measure. 

It helps to invest in a platform that can do a great deal of the heavy lifting for you. Cincopa provides an ideal platform for internal communication, especially with the ability to build your own CincoTube. If you can improve your internal communication, you will experience higher employee engagement, retention, productivity, and profitability. 

Originally published on April 15th, 2023
The Blog

How to Measure the Effectiveness of Internal Communication within Your Organization

by Simi time to read: 10 min