The Complete Guide To Improving Internal Communication Using Video

Written by

A report by Gartner states that 75% of employees at large organizations will have a video interaction more than three times daily. .

When it comes to communicating internally, organizations are often still using traditional tools.

The main excuses they offer for not developing an internal communication strategy to support internal videos is that it’s too expensive and too difficult to implement.

We’re here to tell you- they’re wrong.

Major improvements in software and technology now offer affordable video-related opportunities. Organizations using integrated internal comms videos are overtaking those who have been slow to embrace the change and move in this direction.


Corporate Solutions

using video.

What is internal communication?

A simple definition of internal communication is the way a company and its employees interact. Its purpose is to create a shared understanding and meaning so everyone can work together to accomplish company goals.

Internal communication includes everything that’s said and shared within an organization to facilitate relationships and foster dialogue at all levels. This drives productivity, innovation, and belief in what the organization is doing and everyone’s role in facilitating its vision.



The challenges of internal communication

Traditional internal communication methods are subject to various challenges:

  • Lack of feedback. Communication tends to move in one direction. Feedback is important on so many levels within a company. If internal communication is less than stellar, this will prevent a healthy flow feedback.
  • Email overload. Communication overload in the form of emails often results in important information being forgotten, deleted or ignored. An EmployeeApp survey states that 30% of employees simply ignore internal emails from their employers.
  • Device chaos. People no longer work only on desktop computers. They also use smartphones, tablets, laptops, notepads, and even smartwatches. It becomes difficult to cut through all the noise and ensure that information reaches employees on the right channels.
  • Ineffective overall communication. As many as 65% of managers feel uncomfortable communicating with employees and employees, particularly millennials, don’t believe the feedback they get from managers is particularly valuable.
  • Budget constraints. Many organizations don’t allocate enough resources to properly develop their own internal communications strategy and means of implementation.

Why use video for internal communication?

Employees lack the time or energy to go through reams and reams of text. They want instant, compelling messages and they want them fast. Videos are perfect for communication that is short, impactful and inspires action.

It provides improved employee experiences

A study by Melcrum on the use of video in internal communication, states that 93% of 1,200 employees believe that video is a vital part of internal communication. Another report says that 54% of all employees expect to see video-oriented internal communication. They are also more likely to watch it than engage with other forms of content.

For instance, they would rather watch a video than go through a long document about company policies.  A video conference will almost always be viewed as preferable to  combing through meeting notes. They can also watch videos using a variety of devices, when they’re on-the-go and at any time.

It helps employees learn better and retain more

Evidence is showing that people retain about 10 times the amount of information when it comes in video form.

A combination of talking and showing is an effective way to learn. Say an employee is trying to learn how to use a new software system. A point-and-show video helps more in this situation than emails and screenshots. Once created, the clip can also be stored to help others in the future.

The same applies to training sessions. Training videos can accomplish the task efficiently. In fact, the use of video streamlines many business processes such as onboarding new employees, knowledge sharing and updating teams.

black computer

It’s easy to create and distribute

Today, there are a variety of tools turn video creation into an extremely easy task. Very often, all you’ll need is a webcam. RecTrace enables you to easily record yourself and send videos to your employees and team members. If you feel that the video contains information you feel should be shared with the world, you can even share it directly on social media.

It conveys more information in less time

Videos are far more likely to be watched than text is read, partly because movement grabs attention. In a mere 10th of a second, individuals get the sense of a visual scene. People can understand in a moment what it would take pages to explain. That’s why it works so well for putting across complex ideas. Nonverbal communication is a big part of video; with email, if you don’t write it, it doesn’t exist. A lot can be discerned via a speaker’s body language, as well.

It’s searchable and shareable

With features such as in-video search and Cincopa Online Video Course, every member of a team can easily record and share ideas, reviews, demos and more, right from their tablets, laptops or smartphones. Team members can learn new tactics easily and take advantage of the expertise of their colleagues – even if they are separated by varying time zones.

It places employees front and center

Employees find that it’s easier to talk their way through a problem than to sit down and write an email. verbal communication is more natural than written communication, and enables employees to showcase their communication skills. The initial camera shyness disappears pretty quickly; you’d be surprised how even the more reserved employees (i.e the ones whom have a hard time maintaining eye contact) come out of their shell when given the opportunity.

Employees start having fun with it and expressing their personalities. Unlike traditional internal communication methods, using video places employees at the center of the experience and makes them feel valued and important.

It helps employees connect with brand values

A study by Cisco states that 87 percent of young executives prefer to work for a video-enabled organization and would rather skip the one with no video investments. This is a clear indication of how new-age employees value a brand with its video presence.

Video helps connect employees with the values of an organization. Showing new employees video generated by other employees helps demonstrate to them what it’s like to work for the company, and why they believe in the company’s values.

Video communication is measurable

Cincopa Analytics provide you with valuable information regarding individual employees’ interaction with internal communication videos.
If certain team members aren’t watching or engaging with videos, you’ll know it. You can either optimize these videos or reproach the disengaged employee.


Requirements for using video in organizations

Not so long ago, many technological obstacles stood in the way of using video as a viable option for internal communication. Human resources managers had to host internal communication videos on external platforms, such as YouTube, which meant concerns with confidentiality and privacy.


“Modern video platforms allow organizations to record multiple video streams, capturing more than one presenter, as well as computer screens, whiteboard notes, presentation slides and more to help everyone stay in the loop.”

Security and ease of access

The idea of trying to create and manage video on existing networks used to be very intimidating.Today bandwidth is cheaper, broadband is faster, camera quality is far better and being able to share video securely and efficiently is possible. Thanks to smartphones and multimedia, employees can consume video wherever they are and whenever they have time.

Use a video hosting platform

Today it is possible to deliver video across your intranet, enterprise social, learning management, etc. securely and safely.
Using a video hosting platform for your business means that you can embed videos into your intranet pages for a distraction-free experience. No huge investment in video infrastructure is needed.

On-demand or live

Watching videos on-demand means not everyone is watching a video at the same time – limiting the impact on the corporate network. If many people are watching at the same time, such as with live streaming, adaptive bitrate streaming offers a good user experience.

The ‘stream splitting’ process can make a live video stream feel as though only one person is watching instead of the 100 people who could be watching at the same time.

Oracle saved almost $10 million in costs by using on-demand video to bolster sales kickoff meetings. In-person events for its off-shore employees were proving to be expensive and they feel a new lease of life with on-demand video meetings.


people smiling computer

How should I create these videos?


Internal communication improves by using video, but poor video quality may hinder rather than help in certain situations. For some videos, it may be necessary to outsource the making of videos to achieve the quality that enhances your brand image.

Smartphone videos

Most people have a smartphone today, connected to either 3G or 4G networks, and so it is easy to shoot and share HD videos. This is acceptable in certain situations because they offer authenticity and immediacy.


With this free Chrome extension, you can record yourself via webcam. The latter is a built-in feature within virtually every laptop in 2020.

Various ways to use video for internal communication

Small organizations that don’t know where to begin should start small. Begin by replacing a regular email communication with a video update, and take it from there. As the benefits of using video become obvious, organizations start using it for multiple purposes.


How should I use these videos?

Companies are using video to disseminate information across departments – from salespeople to product marketing teams, financial teams and everyone in between. At Cincopa, for example, the finance team made a series of how-to video snippets showing their sense of humor that put an end to the expense report errors other teams were making.

Walmart is using virtual reality to train employees – they use Oculus Rift to watch employee training videos where they experience real-world scenarios. Hospitals often use virtual reality too, to help them train staff for complex situations.

Announcements and updates

Organizations are using video to keep their employees informed about company updates, product updates, change announcements and more.
It’s far better to use video for this purpose than writing an email that gets lost in an inbox or a memo that’s thrown in a trashcan.

Share meetings and key messages

Live streaming internal meetings, like CEO addresses, helps keep employees informed and gives them a personal face they can relate to. Sometimes face-to-face communications are not possible, and this is when recording meetings can be invaluable.

Instead of trying to get everyone together in one location and suffering technical problems and hiccups, it is much easier to offer key messages in video form, whether this is live or on-demand video which allows employees to watch at their leisure.

The internal keynotes Steve Jobs used to deliver, addressed his employees in a casual manner, as though he was having a real heart-to-heart with them.

How should I present these videos?

Video hub

A video hub is like a video library for employees. Organize it into topics, video styles, etc. and make it searchable, so all content is easily found. Offering videos on a video hub or even a branded sharing page, highlights your brand and creates a sense of unity for employees.

Employees feel as though everyone is working towards the same goals, building a strong company culture together. Even remote team members can search and view videos in the video library.

As per Adobe report, 55% of webinar events are not viewed live. The webinar-like events are viewed after-the-fact as a recording. A video hub which has all the webinar recordings, can up your engagement rate.

Dunkin Donuts and Samsung Electronics are two large companies that have built video hubs for their global workforces, including everything from product demonstrations to new skill development.

Deloitte, a global brand with thousands of employees, has a video portal allowing executives and employees to connect. Some of the videos, for example, give employees an idea of the personalities of staff in leadership by showing them in everyday situations. Employee engagement increased dramatically, with a 75% play rate among company employees.

Internal webinars

People across an organization can listen and interact with an expert on a specific topic without having to gather in a specific location. They can ask questions, and the webinar host can get feedback on what is being presented.

Use videos in emails

Forrester Research found that 75% of employees are more likely to watch a video than to read emails, documents or web articles. Using video in emails is proven to increase open rates, especially if the word ‘video’ is used in the subject line. Status updates, document reviews and meeting summaries that take time to put in email form and are unlikely to be read, are easy to share in short video form that is likely to be watched.


Use video analytics to measure and improve

Traditional internal communication methods made it difficult to assess how employees engaged with messages. Do you check to see whether emails are opened or assess the amount of traffic on intranet pages? How do you know someone read an email even if they opened it?

IABC survey report found that 60% of internal communicators do not measure results! It has always been considered hard to measure communications when there are no sales figures or deals you can definitely say happened due to employee communications.

Using video analytics makes measurement much easier. You can study analytics on each video to find out more than just whether a video has been viewed. Every click and action can be measured.

You can find out when someone dropped off. Did they watch for 10 seconds, or watch almost the whole video? Did they skip any parts or rewatch certain parts?

Using video analytics gives you the data you need to assess how your employees are engaging with your content. Understanding how they engage means you can tailor your content to suit them because you know what grabbed their attention and which parts simply did not resonate with them.

Seeing a history of employees’ viewing behavior is revealing. Imagine you create a series of compliance videos. It’s important to know that every employee watched them right to the end and you can easily check to see whether they did or not.


Tips and Ideas for starting with video content

If you’ve decided you can’t afford not to make video an integral part of your internal communication strategy, you need to come up with some good ideas, from content to the format. Here are some tips:

Use a mix of content

Your company doesn’t have to create all the video content. Try encouraging employee-generated content. Get employees to talk about their experience at the company or how they have experienced a change. Mix up different types of content, from interviews and training videos to highlights from events.

Try to keep videos short and sweet

Length will depend on the type of content you’re creating for employees, but most people only have an attention span of about 90 seconds when watching online video. Focus on getting the most important points across in the shortest possible amount of time.

Use targeted communication

At times communicating company-wide via video is the best option but there are occasions when you need to target small groups. Create videos to address a specific target group where you share detail they understand and can engage with.

Break up big ideas

If you have a lot to say about a topic, think about making a series of videos to keep the content more digestible and your videos a reasonable length.

Keep it simple

Try to avoid using jargon and take time to spell things out when necessary.

Conclusion: Importance of video in internal communication

As organizations grow, facilitating  internal communication channels can become challenging. This problem only increases with remote offices around the globe and sales that take place online.

Too many organizations are still relying on traditional forms of internal communication which relies on emails, text-heavy documents and the like. Not only does this type of content take time and effort to create, but employees often don’t have the incentive to read it.

A much better option is to use video for internal communication. In this post you found out about all the many benefits of using video for this purpose – from allowing employees to quickly capture and share ideas to onboarding new employees and providing education and training in ways that make it easier to learn and retain.

Remember that at the core of every good video is a story that’s compelling and relevant to the work of your organization.


Corporate Solutions

using video.


The Complete Guide To Improving Internal Communication Using Video

by Simi time to read: 11 min