June 28, 2013


The importance of video as a representation of business

Companies need to put a lot of time and thought into what they issue as video communication resources. That's because everything about these resources, from the speakers they include to the way they're shared with viewers, is representative of corporate values and culture. Even the way recordings are accessed can have a strong influence on how an audience member views an organization, so taking care to present these recordings in the right setting and with the correct professionalism is essential to making a positive impact on people right from the start.

Focusing on main ideas
The primary concern when constructing corporate recording is what kind of message the video carries. In some cases, these messages can be fun and informative, or they can be serious and analytical. There's no limit to the kind of information a company can put into this format, but businesses should be certain that the overall tone and presence of their videos is in line with the goal these recordings are meant to serve. In other words, if video communication is meant to build positive relationships with employees, the content should be markedly different than if the same entity wants to send a positive message about quarterly revenue to investors.

Most importantly, companies need to be sure that they're encouraging their target audiences to tune in to these messages. Business 2 Community wrote that organizations need to find ways of building up hype surrounding a recording so that it attracts the ultimate level of viewership. Once enough people can be enticed into watching enterprise videos, these individuals are likely to share these recordings on social channels, through emails and with other personnel in their offices.

Utilizing multiple outlets
Using outlets like social media and email mailing lists can help spread the word about a new video. These resources should link to pages that already host a series of other video for business purposes so that people can see the quality and consistency of other messages previously launched by the organization. This helps build interest and give viewers something to share with their online communities, thereby boosting visibility of corporate media options.

As the source stated, Red Bull has historically used video communication tools to increase the presence and buzz surrounding its brand. Partnering with a variety of well-known personalities, issuing challenges and contests for both internal and external followers and creating unique content that makes people want to share and tune in for future deployments are all desirable outcomes that every firm should strive to replicate. As Business 2 Community wrote, striving for viewership requires constantly reminding audiences about why they should want to tune in to corporate webcasts and interact with enterprise video portals.

Because these video communication tools are the main means companies use for interacting with employees, shareholders and corporate partners, issuing organizations need to be certain that their deployments are representative of the kinds of statements the business wants people making in its regard. Tone and format of video recordings needs to be in line with the corporate message and culture, so be careful of seeming too flippant or serious. It's also best to ensure that a recording is as clear and concise as possible so that viewers have the impression of a knowledgeable and well-spoken workforce. Most of all, the video needs to feature real employees who speak confidently and handle themselves with poise. Though the recording itself won't allow viewers to interact directly with the speaker, this form of face-to-face contact still makes a significant impression on the viewing audience, and a lot of what is conveyed in this recordings is non-verbal.

Targeting the right times
As Business 2 Community wrote in a separate article, it's important to reach out to individuals in ways that they are most comfortable with. This includes using networks that they frequent, such as internal HR software or dedicated enterprise video portals that deliver quality content in a variety of situations. It's also best to put these deployments into action when people are most likely to be receptive to them during the day. For instance, posting content in the early morning or late evening hours is likely to discourage viewership. People are often just arriving or preparing to leave work during these periods, so sitting down to watch a long video for business is less likely to occur than if the same recording was launched around lunchtime.

When it comes to creating corporate video communication, companies need to take their intended audiences into account most heavily. They have to put the right words and the best people into these recordings in order to send the right message about the organization, both verbally and in an unspoken sense.