What you need to create video content that enhances your internal comms
In this third and final part of our blog trilogy on using video within internal comms, we are looking at what you actually need, in terms of hardware and software, to create basic video content for your internal comms.
In case you missed them, click here to view part one, in which we looked at some of the many advantages that well-made video can bring to your internal comms strategy. Part two, which can be found here, took a look at some of the many different types of video that can be employed to great effect
And so, to the topic of today. You’ve been convinced. You can see the benefit that video might bring to your organisation. You want to embrace the technique. But where so you start? Do you need to spend a small fortune on the latest tech’ and employ a team of professional video editors? You’ll be pleased to know that the answer to those questions is no.
In terms of the equipment required, this can be broken down loosely into three categories: filming, editing, and distribution.
Filming
The great news is that you almost certainly already have a digital camera that will be perfectly adequate for your needs here. Smartphones today boast brilliant cameras that are capable of recording video in HD or even 4K. If you’re planning to really go for it on the video front, you could invest in a DSLR camera or dedicated video camera, but we would argue that a smartphone will do just fine as you set off on this exciting journey.
What we would absolutely recommend investing in is a tripod for your phone or camera. Keeping the picture steady will not only keep things looking professional, but also avoid inflicting nausea or seasickness upon your audience. If you’re likely to be out and about filming, or filming whilst on-the-go (for example, whilst walking around site), then a gimbal is a worthwhile investment for the same reason.
Lighting your video is really important. Natural lighting is normally sufficient, and modern cameras (including those on smartphones) are pretty good at adjusting their settings to make the most of whatever lighting they’re presented with, but if you want to really make your subjects pop, or you are filming in an inside space with very poor lighting, softbox lights or ring lights are relatively inexpensive. You can even get tripods with ring lights built-in to kill two birds with one stone. One quick word of warning: you’ll want to avoid filming your subject directly in front of a bright light source, such as a window on a bright day, as you run the risk of capturing little more than an animated silhouette!
As with lighting, modern digital cameras are usually pretty good with capturing sound, but you may want to invest in a simple microphone set up to keep things professional and ensure your videos are easy on the audience. The last thing you want is muffled or unclear audio distracting your viewers when you want them to be focusing on your message. You will almost certainly need an external mic if you are filming outside or in a noisy environment. ‘On location’ from the factory floor is great for contextualisation, but a soundtrack of machinery banging and crashing will not help your presenter have their message (literally) heard. Also, be aware of excessive reverb (or echo) from multiple reflective surfaces, such as the glass panels and glossy walls that tend to feature extensively in our modern office spaces. Directional, shotgun and clip mics can all help with these issues. Rode make a SmartLav+ mic specifically for use with smartphones.
Not sure if you need to invest in a mic? Just film a couple of really short test videos and watch them back, listening carefully to the quality of the audio and the clarity of dialogue. A similar test will also help you decide whether you need additional lighting.
Editing
This is the bit that understandably freaks most people out. Video editing software can certainly be daunting for many, especially the industry standards like Adobe Premier Pro or Final Cut Pro. However, there are several more basic and user-friendly options available like iMovie, Adobe Premier Rush, or DaVinci Resolve. YouTube is bursting with guides for all of them.
Graphic design tools, like Canva, Adobe Spark and Visme can be used to create useful graphics, intros, outros and other visual enhancements. Screengrab software such as Snagit, OBS Studio or Camtasia are great for capturing on-screen content, including those lovely visuals you just created or PowerPoint slides that will help your audience to soak up the info you’re planning to share.
It's true to say that a decent editing job will make or break your video, and you are certainly going to want your video to look professional. From cutting mistakes and unnecessary footage to adding transitions, superimposing text and graphics, overlaying royalty-free music, and adding captions or subtitles, this is where you polish your raw footage into something that flows well and is snappy and truly engaging. If this stage of the process seems too much, please don’t let it deter you from embracing video as a key tool within your internal comms arsenal. External agencies can be employed to help you with - or through - this part of the process.
Distribution
Once again, the good news is you probably already have everything you need to get your videos shared and seen by their intended audience. (And if you’re not sure that your current offering is fit for purpose, we thoroughly recommend investing in a comms health check as a matter of priority.)
Simply use your pre-existing internal channels to share your videos, be that your intranet, shared drives (MS SharePoint or Google Drive), social media platforms (such as Workplace) or other internal comms platforms (such as MS Teams, Yammer, or Slack). Depending on the size of your video file, you can also embed or link the video in internal emails.
YouTube offers ‘private’ or ‘unlisted’ options for hosting and sharing videos, and Vimeo offers privacy settings like password protection and domain restrictions. Wisteria is designed specifically for business use and provides analytics, customisation options, and privacy controls. If venturing outside of your pre-existing channels, it’s vitally important that you ensure your chosen platform complies with your company’s security and privacy policies.
We offer a host of top tips (as well as making a fool of ourselves) in this video, and there’s an accompanying blog here.
As we have shown, video has emerged as an invaluable tool in internal communications due to its ability to convey information more effectively and engagingly. Its visual and auditory elements cater to diverse learning styles, ensuring messages are not only received but also retained. Video fosters a sense of connection and engagement among employees, bridging geographical gaps and promoting a cohesive organisational culture. It can also simplify complex topics, making them more accessible and understandable. Ultimately, the dynamic nature of video content helps to keep the workforce informed, motivated, and aligned with the company’s goals, enhancing overall productivity and morale.
From our experience, we believe that the extra effort required is well and truly worthwhile. If you would like us to support you to embrace video as part of your comms strategy, please get in touch. It’s what we do, and we’d love to help you do it too.
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