Our second installment in the story about the love affair between video and ICOMMS*
In our last post we introduced to you 4 ICOMM superstars: Noa Garty, a seasoned internal communications consultant, Galit Mendelson, Head of Internal Communications at global financial services company Payoneer, Abby Hirsch, Director of Corporate Communications, iTero, part of Align Technology, a global medical device company, and Leanne Bernstein, Communications Specialist, at multi-billion dollar crop protection leader ADAMA.
Noa, Galit, Abby, and Leanne shared with us their thoughts on video vs. text for ICOMMS, how to pick which communications are ripe for video picking, and more. If you haven’t had a chance to read it, make haste!
This time around, we’ll be going into their experiences about the complexity of video making, what’s the ideal video making situation for them, and nine killer do’s and don’ts.
It’s Complicated . . . or Is It?
Leanne weighs in that the more professional-looking videos can be very time consuming and costly, for which an agency is typically engaged. And, even if they create short videos that are filmed with phones, an agency is typically brought in for editing.
Abby agrees that creating videos can be costly and time-consuming, but that it doesn’t have to be. Sometimes, just grabbing your mobile phone can be effective – if the message is right and articulated well.
When it comes to video, she adds, it can be as simple or as sophisticated as your budget allows.
The Stuff That Ideal Video Making Is Made Of
All four ICOMM superstars agree that the ideal way to create videos for ICOMMs rests on four pillars:
Leanne comments, “The ideal video creation situation would be using a simple app that can be customized to our brand with many templates at our disposal and easy to use editing tools.”
Galit even quantifies it with an eye-opening equation, “Today I invest a certain amount of time in writing emails. If I could invest the same amount of time in creating videos, that would be perfect.”
So, what’s on the video making wish list for our ICOMMs superstars?
In addition to the above-mentioned capabilities, here are some of the fabulous four’s top picks:
- A subtitle feature, where the file would be open to colleagues in other countries for adding subtitles or voiceover in their own language
- An extensive music library (music is very important to engaging emotion and impacting memory)
- Analytics on engagement (to learn what works and what doesn’t)
Galit adds, “I’m always looking for inspiration. Any system or platform that could also be my source for inspiration would be great. Learning from others is always so important.”
Oh, the Do’s That You Do
With over 50 years of cumulative experience between them, Leanne, Galit, Abby, and Noa have aggregated some hard and fast do’s and don’ts about using video for engaging with employees.
And here they are, enjoy:
- Come prepared: make sure you have answered these questions before you start filming:
- What’s the goal of this video?
- Who is your target audience?
- What is the right language and tone of voice to use?
- Do you know what is your main message?
- What would you want people to remember/know/do after seeing the video
- Is your technology aligned to support frictionless distribution and consumption?
- Will the data security folks in the organization be ok with the video being made/distributed? (what will happen if leaks?)
- What are the parameters of success for this video? And how will you measure it?
- Script, make you sure you have one
- Be personal and authentic
- Put the main message in the beginning, even if your video is short, you can’t count on everyone sticking around to the end.
- Tell a story, don’t just convey a message, tell a story – it’s always more engaging and memorable.
- Humor is great, but just make sure to be aware of what’s appropriate for each audience, it can be easy to cross the line, and that’s not something you want to do.
- Be clear and avoid jargon, not everybody uses the same terminology, even within the same organization.
- Less is more, it’s hard – we know, we have so much we want to say. But do everyone a favor, and keep it short, optimally no longer than 2.5 minutes.
- Use subtitles when any part of your audience is not a native speaker, and make sure that there is enough time in each scene for viewers to read them.
A Labor of Love
So, there you have it. Lots of food for thought here.
We want to thank Abby, Galit, Noa, and Leanne for taking the time to share with us their experiences and insights.
Now it’s time to get back to work and implement these great insights, lights . . . camera . . . action!
* As of publication of this post, neither Noa, Abby, Leanne, nor Galit have been users of Wochit, nor do they implicitly endorse Wochit by participating in this interview. They just wanted to share the video love. And we thank them for it.