Internal communication managers, human resources or community managers are using video content to enrich their internal platforms and digital workplaces. According to a LumApps customer survey conducted in September, 2021 with 103 enterprises, 64% publish up to nine videos per month. And more than 25% publish more than 20 videos per month.
“For videos, like any other communication content, it all starts with defining a strategic plan,” advises Preston Lewis, founder and CEO of San Francisco-based consulting firm Intactic , a LumApps partner. “We commonly see two types of video content on intranets: internal communication videos (because of the need to create closer bonds with managers and the executive committee) and micro-learning and knowledge sharing videos.”
More dynamic, impactful and engaging content
What are the main use cases for video? Here’s the most popular use case according to the LumApps survey:
- News center (for 28% of companies surveyed by LumApps)
- Internal event replays ( 22%)
- messages from the executive committee to all employees (15%)
- information sharing in business, project or practice communities (14%)
- New employee onboarding (9%)
- IT-Support (8%)
- HR portals (4%)
Videos make it possible to present key messages in a more dynamic, more embodied and, in the end, more engaging way.
“Perfect to disseminate the values of the company or the employer’s brand, a video on the home page will animate an intranet and give depth to internal communication”, says Caroline Courtel, CEO of communications consulting agency Wedocom , based in Paris, Barcelona and London, and a LumApps partner. “All our clients use this video medium on their intranets and their main need is to make these videos ‘profitable’ (ROI-wise) by boosting the number of views from the different internal audiences, whether they are connected to the intranet or not.”
“Video becomes a full-fledged universe on an intranet,” she remarks. Hence the interest of being able to implement video channels (like on YouTube). “Video is becoming more and more structuring when it comes to strengthening the feeling of belonging and encouraging social ties,” adds Charlotte Zekraoui, Senior Manager and communications consultant at Saegus , a French consulting firm and also a LumApps partner.
A media accessible to any department
“At one time, the cost of making a video made this medium inaccessible to internal communications departments,” she said. “It has since become democratized with the many easy-to-use design tools that exist today, making it accessible to any department in the company.”
“Companies take the codes of social networks,” notes Charlotte Zekraoui and the best performing videos remain short formats and those highlighting employees. “You have to ‘talk about people’ to interest them,” adds Caroline Courtel.
“Live my life” or “Be in the shoes of” video types work particularly well when presenting departments or job roles “to bring together employees”, or for product presentations (internal enablement).
Contests for employee-generated video content
From there to transforming each employee into video producers for their intranets? “Most of the videos are still created by the communications department,” notes Caroline Courtel, “and ‘user-generated content’ (UGC) initiatives remain rare”.
According to the LumApps survey, 51% of videos are posted by the internal communications department. Next highest is the HR/training departments (20%) then the IT department (15%).
“UGC-type videos make sense to explain troubleshooting, when there are business or reactivity issues,” says Charlotte Zekraoui. However, in North America, “we now see companies launching UGC competitions with their employees,” notes Preston Lewis. “This helps strengthen the culture of the company and employees to express themselves. Especially since many people find it more fun to create a video with their smartphone than to write an article on a given topic!”
Lewis says with video, as with any other content, “you have to aim for quality rather than quantity. And only the committee responsible for running the intranet (ideally made up of representatives from different departments) can judge the quality of the content!”
The top priority for video: Simplified management
Whether produced in-house, outsourced or generated by the employees, videos must be easily broadcasted to targeted internal audiences.
- 41% – Ease of use is the first priority for internal communicators, HR managers, training or community managers.
- 19% – flexibility (i.e. the ability to enrich videos and make them accessible via the platform search engine) is the second priority.
- 17% – Security, or the guarantee that these internal-only videos will not be shared outside of the intranet, digital workplace or employee experience platform, come third.
Three challenges to which LumApps Play, the dedicated solution for internal video management and distribution, fully integrated into the LumApps platform, intends to respond.
Content Writer EMEA
December 15, 2021