4 Teams That Should Be Using Video (Other Than Marketing). The same benefits of video used to attract and engage prospects work for customers and employees, too. What most organizations lack isn’t the understanding that video is effective or even the resources to use it across the company. But do you know who’s watching, for how long, and how your message is resonating? Your employees are busy. They don’t have time to hunt down content on the intranet or stop their work in the middle of the day to click a link buried in an email. Then use video analytics to see how many people watched; if, when, and where they dropped off; and which specific employees did and did not see the presentation. Create personalized recruiting videos that show candidates their name on a mug branded with your company logo. Keep them up to speed and engaged with content that confirms why your company is so great. Your support team gets notified when users watch, if and when they stop watching, and it all gets automatically logged in your support system.
Ask an executive what role video plays in his or her organization, and I’ll bet you anything the answer is “marketing.” While this is true, it misses the big picture. Most video strategies do start in the marketing department, and marketing videos tend to be the most visible. They’re the ones on our home pages and YouTube channels, embedded in blogs and sent in emails. There is no doubt marketing videos are important, but I will also bet that videos are already being produced and used in virtually every other business unit in your company. And if they’re not, they should be.
The same benefits of video used to attract and engage prospects work for customers and employees, too. This isn’t news; it’s why companies use video to record internal all-hands meetings, run customer-focused webinars and train employees. What most organizations lack isn’t the understanding that video is effective or even the resources to use it across the company. It’s the holistic vision that hooks all of the strategies and tactics together for economies of scale and maximum business impact.
That sounds pretty lofty. But a business-wide video program doesn’t have to be overwhelming. It just applies the same principles used by marketers to new use cases and audiences. Here’s what that might look like for each of your teams:
Internal Communications
You probably already record important internal events, such as town halls or executive all-hands. But do you know who’s watching, for how long, and how your message is resonating? What happens to the video after the presentation? Let me guess: it gets put out to pasture on an intranet site, never to be seen again.
The goal here is engagement. Your employees are busy. They don’t have time to hunt down content on the intranet or stop their work in the middle of the day to click a link buried in an email. Embed your video directly and point to a branded player to increase…
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