4 reasons why video outperforms written messages for internal communications
Keeping employees engaged is no easy feat. As companies grow and communication is distributed across multiple channels, keeping and retaining employee interest and attention becomes challenging.
Between all the programs and apps everyone juggles, like Teams, Zoom, Slack, and email (just to name a few!), how do you ensure your message is being received and, more importantly, heard? How do you get employees to actually take action and feel like they are truly part of the team?
Those are just some of the questions that underpin internal communications strategies. Retention and engagement are key for existing employees, especially in building loyalty and interest in what the company is doing. But it’s also essential to balance the new employee experience alongside and develop communication that makes them feel more integrated with the team. It’s definitely not easy, especially when team members are being inundated with so many messages, to begin with.
Why video performs better than written messages for internal communications
For internal communication to land effectively, it has to distinguish itself from all the other types of communication employees receive. Unfortunately, written communication has slowly become less effective as an internal communication tool because of its oversaturation. With so much else to read and deal with, employees are more likely to put aside and ignore.
Many internal communication efforts have noticed this shift and are steadily shifting gears and seeking new tools and methods for internal communication. And that’s where video comes in.
Using tools like video for internal communications is a unique way to capture and retain employee attention. And more importantly, it’s an easy reference point and dynamic enough to catch everyone’s attention, far more than a written message.
Video is more likely to capture attention
Video is steadily becoming an indispensable tool for internal communication because the difference in uplift and attention is much higher than written messages alone.
Recent studies show that employees are 75% more likely to watch a video than read an email, and that number is likely to increase. As we contend with the aftermath of the pandemic and return to some semblance of normalcy, it’s important to consider how our habits and behavior have changed in that period. Information overload is real, and people have increasingly turned to video to get their information rather than reading long blocks of text.
For companies looking to engage with employees on a more meaningful level, videos offer that because it’s just far more likely to get attention from employees. With so much data and information coming to people, video has become the fastest way to capture and keep attention.
Video is better for information retention
Building from the last point, another plus point video has compared to written messages is information retention. Research shows that employees are likely to retain 95% of a message delivered via video.
From an internal communications standpoint, that statistic highlights how much opportunity there is to engage employees on a deeper level. With so many new ways to communicate and engage, there is a real opportunity to make video the tool of choice to convey information.
For example, if company newsletters and emails often go unread, consider switching to using video to share news and updates. A short video ensures that all the information is comprehensively covered and more likely to be retained. Companies can also use video to communicate information about benefits, health and safety, and other essential measures that require more attention and engagement.
Video is better for learning
The research clearly shows that video should be your go-to method if you’re looking for ways to communicate information in a digestible and easy manner. Recent statistics have found that 67% of employees perform tasks better with visual instruction.
For example, videos can be used for a smoother onboarding process, as there is a higher chance that new employees will retain the information compared to receiving a lot of written communication. Videos are also easy to reference back to and can be immensely valuable for training and development since they are easy to share and far easier to understand.
You can create a comprehensive library of video content that new and existing employees can access and use, making it easier for them to access the information they need.
Navigating large chunks of written information can often be daunting and challenging for many, and runs the risk of more people abandoning or putting off training due to perceived effort. Video removes many of the barriers to information that may otherwise be present, making it more likely that employees will actively engage with internal communication being received.
You can say more in a video
Another advantage of video over written messages for internal communication is that it enables you to provide much more information in a shorter amount of time. Videos capture and keep attention, yes, but they also allow you to say far more than you would in a written message.
While written messages need to be short and sweet, with lots of signposted headlines and text to get attention, video does not really need that. It’s said that a one-minute video is equivalent to 1.8 million words.
The other advantage of video is that it’s faster for viewers to process. Written messages are more useful when they’re short and snappy but not as effective for communicating large chunks of complex information. Video does not have that kind of obstacle. Information can be broken down more efficiently in a video. A clear narrative throughout the video makes it easier for viewers to follow and retain information.
Although written messages have their advantages in internal communications, it’s clear that strategies are evolving and bringing in different mediums to convey information. Videos lend themselves well to internal communication because the medium itself is accessible, easy, and faster to process.
Videos are an effective, engaging method for communication to convey more information in a shorter amount of time, and there is plenty of research to support its advantages for internal communication.
As companies look towards a more meaningful internal communications initiative that truly engages employees across different levels and roles, video has an important part to play. Get in touch with us to learn more about how videos can transform a company’s internal communication strategy.
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