Audiences – internal and external – are not daft. Ram corporate messaging or sales-type content down their necks and engagement will be minimal.
As communicators we need to be far cuter than that. Need to get key communication out to the workforce? Tell a story.
Sounds simple, doesn’t it?
Of course, our written comms already rely heavily on weaving an absorbing narrative to keep the audience reading until the end.
But, by embedding video into your content, you can bring a whole new dimension to your internal communication messaging.
Sharper and more concise than a sales pitch, video storytelling allows us to visually explain a situation. If a picture is worth 1,000 words, then perhaps it is worth considering the value of two minutes of footage?
Storytelling via video is an art.
When it is done properly, it will enhance your messaging providing extra depth and also, crucially, impact.
Our sister company H3 Productions has created video narratives for some of the largest companies in the world.
See how we brought Saint-Gobain’s Together charity campaign to life with the help of a few friendly penguins below.
Here’s our suggestions about the best way to approach the basics of video storytelling in internal comms:
You don’t need to tell the entire story inside the video element of the content. Multimedia needs to expand upon the wording rather than simply repeating it.
Pick the most interesting aspect and allow the video to tell that specific part of the tale.
Talking heads can be useful at times but viewers need to feel they’re on a journey. Sorry to sound all X-Factor here, but ‘the journey’ is important. Having a CEO talk at the screen for two minutes does little in the way of storytelling. Images, graphics or soundtrack can all make a difference.
Some insist that good video storytelling relies on using a trusted formula: an introduction, a clear aim and a conclusion.
We disagree. Good storytelling depends completely on the type of message you want to get across. As with all comms, one size doesn’t suit all and your approach to video should be no different.
Sounds strange but your video needs to be consistent with the rest of your message. Tone is important. Think about how it adds value and what tone is required for it to seamlessly integrate with the remainder of the content. Don’t over-egg the pudding simply because a lens appears.
And if you still need convincing over the merits of using video in internal communication, here’s a great infographic created by Hollinger Scott – highlighting the platform’s effectiveness.