Enterprise video strategies have the potential to fuel employee engagement and establish your corporate culture across organizational boundaries. However, video does come with significant technical investments, so you can’t afford to go into video in a half-hearted way. A video implementation that is not strategic and well thought out can end up fizzling shortly after its outset, especially if you are not intentional about getting people into the habit of viewing content on a consistent basis.
Alternately, a well-designed video strategy will be backed by a solid technical foundation and engage employees through diverse content types. Thinking holistically about the video solutions you are delivering positions your strategy to become a part of your company’s culture and ensures that video is truly embraced, not just considered an afterthought by most employees. This consistency is vital if you want to drive value creation through video, and considering these five issues will help you achieve this end:
1. Get the technology right from day one
Few things will frustrate people more than video performance problems. Imagine this scenario: You’ve gotten workers excited by video, marketing the strategy internally and hyping the content that will be available from day one. This has created high expectations across the organization, and then people try to access the video and the solution doesn’t work. Videos take too long to buffer, they freeze part way through because of data packets being dropped en route to users and load times are long in general. These types of problems can derail your strategy from the outset, leaving employees with a bad taste in their mouths and a decreased interest in the solution.
2. Internal marketing
You want your employees to be excited about what video can do for them. Not many people respond well to top-down directives about how they work, and while these types of measures are necessary at times, video is meant primarily as a more convenient, fun and engaging way to interact with employees. As such, it is vital that organizations market their solutions accordingly. A good internal marketing strategy can help employees understand why video is so valuable, drive excitement about the solution and create an operational climate where people are genuinely interested in the type of content they will be able to consume.
3. Messaging plans
How do you want to balance control over the content created with freedom for user-generated videos? Will you use video for executive messages to the company? Will video support training? These questions all need to be answered as you consider the types of content and messages that will be most valuable to your workforce. Having clear guidelines at the outset of your video plan plays a vital role in making sure you have the right types of content to engage users from day one. You can also use messaging strategies to make sure the videos being delivered create meaningful value. This is absolutely essential, as you can’t afford to create excitement around video only to have users log on during the first day only to find the content boring and uninformative. Messaging strategies are vital when getting your video project off the ground.
4. Audience targets
Will all of your content be relevant to all of your workers? You don’t necessarily need every video to engage each part of your company. It’s fine if you want some content to be aimed at accounting while other videos go to your sales team, for example. What you don’t want is to leave any one department out of the mix. Make sure that you have content that will be relevant for everybody at the outset of your project to get the entire business to buy in. If you have a team looking at their video options and thinking, “None of this is relevant for us,” then they may give up on video before giving it more of a chance.
5. Develop strategies to keep momentum going
If you want video to be a consistent part of your operations, you need your employees to get in the habit of looking for content on a consistent basis. This isn’t going to happen if you get a bunch of video up at the project’s start and then don’t add new content for a couple of weeks. Momentum can disappear quickly if you aren’t intentional about creating a steady stream of content that will continue to populate user feeds for a few weeks beyond the start of your project. Building habits is difficult, and it usually takes weeks, or even months, of performing a task before it becomes part of somebody’s everyday operations. Consistency is vital here, and a clear strategy to keep video coming beyond the start of your initiative is key.
Enterprise video has the potential to transform the way you communicate with employees and engage them in work. Addressing each of these issues at the project’s outset can set the foundation you need for ongoing success.