{"id":14076,"date":"2021-06-23T17:58:22","date_gmt":"2021-06-23T15:58:22","guid":{"rendered":"https:\/\/www.powtoon.com\/blog\/?p=14076"},"modified":"2021-06-23T18:23:27","modified_gmt":"2021-06-23T16:23:27","slug":"how-to-create-an-internal-comms-video-strategy","status":"publish","type":"post","link":"https:\/\/www.powtoon.com\/blog\/how-to-create-an-internal-comms-video-strategy\/","title":{"rendered":"How to Create an Internal Comms Video Strategy"},"content":{"rendered":"<span class=\"span-reading-time rt-reading-time\" style=\"display: block;\"><span class=\"rt-label rt-prefix\">Read Time: <\/span> <span class=\"rt-time\"> 6<\/span> <span class=\"rt-label rt-postfix\">minutes <\/span><\/span>\n<p>One of the toughest parts of being an internal comms professional is that you\u2019re often expected to execute content without much lead time or budget.&nbsp;<\/p>\n\n\n\n<p>It makes planning and being strategic extremely difficult. And when it\u2019s all over, you\u2019re left wondering if you even hit the mark.&nbsp;&nbsp;<\/p>\n\n\n\n<p>This is true for all internal comms content\u2026 but it is <em>especially<\/em> true for video.&nbsp;<\/p>\n\n\n\n<p>Internal video content is becoming more and more popular. And for good reasons: <strong>videos are more engaging, memorable, and more shareable<\/strong> than traditional written content.<\/p>\n\n\n\n<p>They can be a great way to boost employee engagement as well as condense and deliver complex messages.&nbsp;<\/p>\n\n\n\n<p><strong>But they\u2019re often more work and require more budget and lead time (exactly what you\u2019re already having a hard time getting).<\/strong><\/p>\n\n\n\n<p>Without a good strategy, you could be left with an expensive mess on your hands\u2014and no buy-in from leadership to iterate or improve.<\/p>\n\n\n\n<p>So, before you start <a href=\"https:\/\/www.powtoon.com\/video-templates\/internal-comms-make-video\">creating videos for internal communications<\/a>, <strong>it\u2019s important that you have a well-documented plan of attack.&nbsp;<\/strong><\/p>\n\n\n\n<p>In this post, we will help you map out a simple, yet effective internal comms video strategy that will help you:&nbsp;<\/p>\n\n\n\n<ul class=\"wp-block-list\"><li>Get leadership and stakeholders on the same page, so you can secure budget and communicate expectations<\/li><li>Set reasonable goals and measure the success of your video strategy<\/li><li>Strategically share your video with internal audiences for maximum engagement&nbsp;<\/li><\/ul>\n\n\n\n<h2 class=\"wp-block-heading\">Why do you need an internal communication video strategy?<\/h2>\n\n\n\n<p>Creating an internal video plan not only forces you to think strategically, but also gives you something tangible to share with your stakeholders and leadership team.&nbsp;&nbsp;<\/p>\n\n\n\n<p>A documented strategy shows that you\u2019ve done your homework and you have a plan to use your internal comms videos to drive business results.&nbsp;<\/p>\n\n\n\n<p>Once you have the plan in place, it\u2019s much easier to communicate the goals and strategy with collaborators and get everyone on the same page. In the end, this will help you execute and get results faster.<\/p>\n\n\n\n<p>Most importantly, <strong>when you have a plan for measuring your impact, you\u2019ll be able to prove the success of your strategy<\/strong>. Even if your plan didn\u2019t go as you expected, you\u2019ll at least have what you need to pivot or adjust your strategy to make it more effective.&nbsp;<\/p>\n\n\n\n<p>Your internal video strategy will also be useful to refer back to when you\u2019re comparing engagement with traditional content types, when you need to make strategic decisions, and when you\u2019re trying to put together a compelling case for leadership to invest more resources in future video content.&nbsp;<\/p>\n\n\n\n<h2 class=\"wp-block-heading\">How to create an internal communication video strategy&nbsp;<\/h2>\n\n\n\n<p>Your IC video strategy is meant to be your north star\u2014the guiding light that will help you decide if something is working, or whether it\u2019s worth doing at all.&nbsp;<\/p>\n\n\n\n<p>Documenting your strategy will help keep you focused on why you\u2019re doing this work, who it\u2019s for, and what steps you can take to reach your goals.&nbsp;<\/p>\n\n\n\n<p><strong>Let\u2019s get started:<\/strong><\/p>\n\n\n\n<h3 class=\"wp-block-heading\">Step #1 &#8211; Gather background information<\/h3>\n\n\n\n<p>The first thing you want to do is document the context in which this video strategy exists.&nbsp;<\/p>\n\n\n\n<p>This includes relevant background on your company, the number of employees you need to reach, past challenges you\u2019ve faced with internal video (or a lack of it), and why your company needs this strategy.&nbsp;<\/p>\n\n\n\n<p>Ask yourself: how does video fit into your overall communication landscape? How do you want to use video?&nbsp;<\/p>\n\n\n\n<p>For example, we use video for a few different purposes in our internal comms strategy at <a href=\"http:\/\/www.bananatag.com\">Bananatag<\/a>:&nbsp;<\/p>\n\n\n\n<ul class=\"wp-block-list\"><li>To drive excitement around change\u2014we\u2019re big fans of opening <a href=\"https:\/\/blog.bananatag.com\/internal-comms\/the-ultimate-guide-to-virtual-town-halls\">Town Halls<\/a> with an inspirational, rousing intro video.<br><\/li><li>To get employees excited before an external announcement. (For example, when we announced <a href=\"https:\/\/blog.bananatag.com\/internal-comms\/staffbase-bananatag-merger-announcement\">Bananatag and Staffbase were merging<\/a> to become the world\u2019s leading internal comms software company, internal video played a key role in breaking the news to employees.)<br><\/li><li>To encourage emotional connection to our initiatives. Video is a great way to tell a moving story because you can incorporate music, images, and introduce a compelling narrative.<\/li><\/ul>\n\n\n\n<figure class=\"wp-block-image\"><img decoding=\"async\" src=\"https:\/\/lh6.googleusercontent.com\/13YHoK41Zk3rTwwdGv53FxbMEvz25OXaRhzRviyqzrBPzqEQAXW2jaW8v76v6yHoooRi5atMYD43wyLdgKnn4TDesIHIyoaHMmry7tVu5wux6hwNFdIAXT1dxAHUAg2v47GWB-A\" alt=\"Graphical user interface, application\n\nDescription automatically generated\"\/><\/figure>\n\n\n\n<h3 class=\"wp-block-heading\">Step #2 &#8211; Analyze your current strategy<\/h3>\n\n\n\n<p>Even if you don\u2019t already have a documented internal comms strategy, you need to analyze the activities, tactics, and results you\u2019ve achieved in the past with internal videos and other comms content.<\/p>\n\n\n\n<p>First, document the communication challenges you deal with, how you are currently trying to solve those problems, and if you\u2019re seeing results.&nbsp;<\/p>\n\n\n\n<p><strong>Next, think about the kinds of content you\u2019re currently creating:<\/strong><\/p>\n\n\n\n<ul class=\"wp-block-list\"><li>Are you writing a lot of long-form articles for your intranet? Do employees actually read them?&nbsp;<\/li><li>Are there opportunities to replace blogs, articles, and meetings with video?&nbsp;<\/li><li>What kinds of concepts and messages are better expressed through video?<\/li><li>What are the costs, the advantages, and the disadvantages of using video?<\/li><\/ul>\n\n\n\n<p>Finally, run your current and prospective ideas through a <a href=\"https:\/\/www.lucidchart.com\/blog\/swot-analysis-vs-pest-analysis\">SWOT or PEST analysis<\/a>, while keeping an eye on those original challenges and problems that you\u2019re solving for.<\/p>\n\n\n\n<p>Your analysis is important because it will show you what\u2019s already working and where you need to focus your video-making time, energy, and creativity.&nbsp;<\/p>\n\n\n\n<h3 class=\"wp-block-heading\">Step #3 &#8211; Define your audiences and stakeholders<\/h3>\n\n\n\n<p>As an internal communicator, you already know how important it is to understand your audience.&nbsp;<\/p>\n\n\n\n<p>And your organization likely already has data on your employee population that you can use to develop audience personas.&nbsp;<\/p>\n\n\n\n<p>Make sure to list out your primary internal audiences and include any data you have about their communication preferences and needs.&nbsp;<\/p>\n\n\n\n<p>All of this information will inform your strategies and tactics in step 6.<\/p>\n\n\n\n<p>Next, list all the stakeholders who will be involved in your strategy: HR, IT, C-Suite, etc. This is important to make sure you don\u2019t miss approvals or consults with anyone when it\u2019s time to review and implement your strategy.&nbsp;<\/p>\n\n\n\n<h3 class=\"wp-block-heading\">Step #4 &#8211; Set goals and KPIs<\/h3>\n\n\n\n<p>Without goals and KPIs, you can\u2019t show that your strategy has a purpose, or that it worked.&nbsp;<\/p>\n\n\n\n<p>Your primary goal should be what you actually want to achieve with your video strategy. For example, your goals could be:<\/p>\n\n\n\n<ul class=\"wp-block-list\"><li>Increase employee engagement<\/li><li>Help employees understand complex or sensitive information<\/li><li>Support the business through change<\/li><\/ul>\n\n\n\n<p>Typically, you\u2019ll have between 1-3 goals. They don\u2019t need to be measurable, but they should be aspirational\u2014and realistically attainable. At the end of your project, you should be able to look at these goals and have a sense whether you really did achieve them.&nbsp;<\/p>\n\n\n\n<p>But of course, you can\u2019t have a goal without KPIs\u2014specific measurable achievements that will indicate you\u2019re reaching your goal.<\/p>\n\n\n\n<p>The great thing about video is that<strong> there are a <\/strong><a href=\"https:\/\/blog.bananatag.com\/internal-comms\/how-to-increase-employee-email-engagement-with-video\"><strong><em>ton<\/em><\/strong><strong> of ways to measure success<\/strong><\/a><strong>, including view time, repeat views, and shares.&nbsp;<\/strong><\/p>\n\n\n\n<p>Pick a few KPIs that align with your goals to get started.<\/p>\n\n\n\n<p>If you\u2019ve never done video before and you\u2019re not sure what kind of metrics you should be measuring or what kind of results you should expect, use your first strategy as a baseline.&nbsp;<\/p>\n\n\n\n<p>Pick some aspirational numbers but don\u2019t get disappointed if you don\u2019t reach them on your first try. You\u2019re doing the important work of benchmarking now, so you know how to set these kinds of goals and KPIs in the future.<\/p>\n\n\n\n<h3 class=\"wp-block-heading\">Step #5 &#8211; Brainstorm strategies and tactics&nbsp;<\/h3>\n\n\n\n<p>Now onto the fun part.&nbsp;<\/p>\n\n\n\n<p>This is where you decide what you want to create, what video creation and editing tools you\u2019ll use, and how you plan to distribute your creations.&nbsp;<\/p>\n\n\n\n<p><strong>Strategies<\/strong> are plans for how you will achieve your goals and KPIs.<\/p>\n\n\n\n<p><strong>Tactics<\/strong> are specific actions you can take to influence your KPIs.<\/p>\n\n\n\n<p>For example, your strategy might be to get employees excited about a merger with a new internal video. A tactic you can use is to send out an all-staff email with the video in it or use email to drive traffic to your intranet where the video is hosted.&nbsp;<\/p>\n\n\n\n<p>List how you\u2019ll measure the success of each strategy and tactic so that you can evaluate the impact of your tactics and report back on your outcomes.<\/p>\n\n\n\n<h3 class=\"wp-block-heading\">Step #6 &#8211; Map your strategies and tactics to your goals and KPIs<\/h3>\n\n\n\n<p>In order to easily track how your strategy is progressing, what results you\u2019re seeing, and whether you need to pivot or change up your tactics, <strong>make sure you map your strategies, your tactics, your measurements, and your results so they\u2019re all aligned.&nbsp;<\/strong><\/p>\n\n\n\n<p>Creating a matrix like this will help make sure each section of your strategy is connected and results-focused:<\/p>\n\n\n\n<figure class=\"wp-block-image size-large\"><img loading=\"lazy\" decoding=\"async\" width=\"2762\" height=\"797\" src=\"https:\/\/www.powtoon.com\/blog\/wp-content\/uploads\/2021\/06\/how-to-create-an-internal-comms-video-strategy.png\" alt=\"\" class=\"wp-image-14079\"\/><\/figure>\n\n\n\n<h2 class=\"wp-block-heading\">Go forth and strategize&nbsp;<\/h2>\n\n\n\n<p>Now you have an internal comms video strategy!&nbsp;<\/p>\n\n\n\n<p>You\u2019ve done your research. You understand what to do to reach your audience and your goals. And <a href=\"https:\/\/engage.bananatag.com\/internal-comms\/internal-communication-strategy-template\">now you have a plan<\/a> you can share with your teammates, stakeholders, and leadership to get buy-in.<\/p>\n\n\n\n<p>No matter whether you&#8217;re just starting out with internal video, or you\u2019re a seasoned pro, follow these steps and you\u2019ll be able to build a solid\u2014and successful\u2014internal video communication strategy.<\/p>\n<!-- AddThis Advanced Settings generic via filter on the_content --><!-- AddThis Share Buttons generic via filter on the_content -->","protected":false},"excerpt":{"rendered":"<p>One of the toughest parts of being an internal comms professional is that you\u2019re often expected to execute content without much lead time or budget.&nbsp; It makes planning and being strategic extremely difficult. And when it\u2019s all over, you\u2019re left&#8230;<!-- AddThis Advanced Settings generic via filter on get_the_excerpt --><!-- AddThis Share Buttons generic via filter on get_the_excerpt --><\/p>\n","protected":false},"author":73,"featured_media":14081,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"inline_featured_image":false,"twitterCardType":"","cardImageID":0,"cardImage":"","cardTitle":"","cardDesc":"","cardImageAlt":"","cardPlayer":"","cardPlayerWidth":0,"cardPlayerHeight":0,"cardPlayerStream":"","cardPlayerCodec":"","footnotes":""},"categories":[1273,509],"tags":[1153,1342,1304,1143,2265,1159,762,259,935,1183],"class_list":["post-14076","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-business-video","category-capturing-audiences-attention","tag-employee-engagement","tag-employee-experience","tag-employee-retention","tag-internal-comms","tag-internal-comms-strategy","tag-internal-comms-videos","tag-internal-communications","tag-strategy","tag-video-for-internal-communications","tag-video-strategy"],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v25.0 - 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