How to Use Video to Communicate Brand Highlights to Your Employees and Customers
By Nicolas Pagniez
What video fromats should you use to communicate about your upcoming events?
Why should you provide a video experience to share your highlights? Because your target audience will remember your news more easily! Video is a medium that can be used to convey key messages in a positive, popular way. The purpose of these videos is to increase brand recall and generate brand loyalty or increase participation in your events or projects. If your video’s a hit, your audience will want to talk to their community about you. So this content is essential for your reputation, employer brand, internal communication and even your digital transition.
VIDEO TO ENGAGE YOUR COMMUNITY
Each celebration of a highlight is an opportunity to involve or engage all or part of your ecosystem in a rewarding way. It can promote your company and show your relationship with your employees (highlighting personal or professional success stories), your customers (contents aimed at personalising your relationship), your partners, your communities (thanking them for their loyalty, for example) or even the general public (consumer content aimed at increasing brand awareness or appreciation).
Any video format can be used on social platforms. But snack content, i.e. short videos that are easily consumed, are the perfect way to communicate on your new customer signatures or on the number of followers in your community. It’s a way to strengthen ties by giving your communities of prospects and customers digestible content that’s easy to understand.
Employer brand interviews
If your highlight is a recruitment campaign and you want to reach new generations on social platforms where they’re active, a video presenting your core business or a team interview is the perfect format.
Remember that on LinkedIn and Facebook it’s easy to post native videos. Instagram doesn’t support formats longer than a minute and Twitter requires you to trim your videos if they’re longer than 2 minutes and 20 seconds.
VIDEO TO PROMOTE YOUR EVENTS
You should communicate about your event before and after it takes place to reach as many people as possible, especially to remind them of the value of the event, its content and the people that they’ve met or will meet at the event.
Video can be used in this way to enhance the employee experience. Your event is a highlight. So you should extend its lifespan before and after it takes place by sharing highlights and interviews with participants.
If it’s not your event, just remind people that you’ll be taking part before the event and thank the people who visited your stand on video.
This format allows you to show a preview of the event and provide all the key information on how to get there. This kind of video can take many different forms. You can make a teaser to motivate people to attend. You can also share behind-the-scenes footage of the event preparations to highlight its significance.
Once the event is over and you’ve identified most of the prospects who were there, don’t hesitate to thank them on video for attending and
tag them while you’re at it!
Highlight reels or aftermovies are a way to review the highlights and the different parts of the event in a video that lasts a few minutes. There are as many ways to make a highlight reel as there are companies. But the idea is to highlight the company with a dynamic, well-edited format that makes people want to attend (or return).
If it’s for your event (seminar, training, team building, etc.), you should interview some of the participants about how they feel and the significance of the event. This kind of video will motivate your employees to participate in the next events.
- For internal events, you can share this kind of video on all the relevant communication channels, including office displays, the intranet, emails, corporate social media, etc.)
- For external events, you can post them on the news section of your company page or on social media, in emails, blogs, or the news section of your showcase site.
- When it comes to communicating about events, timing is essential. Highlight reels should be shared as soon as possible. If your visitors still have the event in mind, it’s more likely that they’ll share it and add positive comments.
VIDEOS TO PROMOTE BRAND AWARENESS
Videos to promote brand awareness are useful for advertising your business during promotional events or on your anniversary. The idea is to make yourself known by producing content that is different from that of your competitors.
These presentation videos can be used, for example, to tell the story of your company on the occasion of its first few anniversaries (from 1- to 5-year anniversaries), then every 10 years. This kind of video is useful for communicating about your company’s business, activity and positioning. Storytelling is a must in this kind of video.
From year-end celebrations and brand repositioning to the release of financial results, there are many occasions in which management can embody the brand and humanise corporate messages – which can sometimes be rather cold – with an interview.
Motion design video
For financial reports and figures announced internally and externally, motion design can be used to present data in a dynamic format.
If you’re going to carry out a marketing campaign for the launch of your new product on the market, a product teaser video or a video presentation or demonstration can strengthen your campaign and communication during the time-to-market phase.
There are no established rules for sharing content to promote your brand image, which is now essentially a question of e-reputation. It can be shared on social networks as well as internally. It can also be part of a media relations campaign or an email campaign targeting your prospects or customers.
VIDEO FOR YOUR EMPLOYER BRAND
The employer brand and employee experience are HR matters that are increasingly addressed by specialised departments. Videos that reflect certain HR highlights can generate loyalty in your teams and present your company in an original way. For example, a video can highlight your company’s commitment to a CSR project carried out through a partnership with an association (in man-hours, money or equipment).
Internal success stories shared on video can also be a good way to promote the employer brand. These can be professional success stories within the company. This kind of video is often an opportunity to show some areas of the company that sometimes remain in the shadows and need recognition.
Using video to communicate about non-professional success stories (artistic, cultural or sport events) is also a good idea, especially to show that your company allows its employees to achieve a good work-life balance.
These should be used for communicating about highlights. So employee interviews should be limited to sharing professional or personal success stories. If one of your employees has just completed the New York marathon or the Swissman triathlon, it could be a good idea to share a short video.
The “CSR video”
Your company is committed to making a contribution to society and you should let people know about this commitment on video. A short motion design video sends a strong message to your audiences about the values and culture of your business.
Nowadays, HR communication isn’t only limited to the HR department. Content that was originally planned for internal use can also be shared on social media if it highlights your employees and, as a result, your company.
VIDEO TO PROMOTE DIGITAL TRANSFORMATION
Shared highlights can also be related to digital transformation projects, particularly to improve the adoption of new solutions or processes. In this context, video can be a consistent means of communicating about the success of a digital transformation project. Videos about the success of a digital project can also be used as a promotional tool when use of the digital solution or project needs be expanded (to other countries, new BUs, subsidiaries, etc.).
To highlight the benefits of a new solution and the impact on their area (ambassador video).
An announcement from a key project sponsor
These announcements (by the CEO or CIO, for example) are used to congratulate and thank employees for their professionalism and pro-activity during the project.
Motion design video
To show the effects of implementing the digital project: KPIs before the project, KPIs after the project is implemented (promotional video that can also become an employer brand video shared externally).
“Best of” or “making of” videos
To highlight the work done at each step.
These videos can be shared on all of the company’s communication channels (email, intranet, corporate social media, LMS, etc.).
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