In a digital age where we spend our evenings flicking through videos on our social media news feeds, and the average iPad owner consumes over an hour of video content per day, there is definitely an argument to be had for video vs. email communication, especially when we are speaking about headline internal communications where it is key to get the message out, and motivate your audience with the message.
Believe it or not, using the word “Video” in an email subject line boosts open rates by 19%, click through rates by 65%, and reduces unsubscribers by 26%
Of course in the workplace, your employees are a captive audience, and they can’t exactly unsubscribe, but it’s also interesting to know research has found that coloured visuals increase our willingness to read a piece of content by 80%, a solid statistic when considering employee engagement. Furthermore, when we hear information, we are likely to remember only 10% of what we heard 3 days later. However if we pair relevant images with that same information, statistically your audience retains 65% of the information 3 days later.
The light bulb goes on!
The use of video in marketing and communications has been on an impressive rise in the last 5 years, and mobile videos plays since 2012 have increased an astronomical 844%
There is a good reason for all these statistics – video works.
• A direct down the lens piece to camera video of a message from a key member of the senior leadership team provides employees with greater emotional connection. It allows them to see personality and feel heart. Facial expressions, tone of voice and context of environment all give much more feeling to the viewer for the importance of the topic the senior manager wishes to communicate.
• The viewer receives greater insight, through cutaways or even going on location you allow the speaker to show you items and details that are important when you may not be able to take the workforce there and show them yourself. Video allows the speaker to interact with the items to a much greater extent that than of any photos.
• The viewer cannot gloss over details on a video like you can with email and written comms. You have to watch it at the pace it plays (as long as it’s engaging). Watching a video on a topic encourages conversation and interaction, especially when seeing someone else viewing it across the office. Reading an email simply does not encourage conversation in the same way.
• Videos can be read whilst travelling, you can create a ‘moment’ for watching this type of content – think back to the mobile video plays statistic mentioned above!
• Better for progression and development for staying on the pulse of a digital age as it moves forward, especially for younger staff who are more regularly watching video as part of their everyday.
For headline communications from thought leaders and business managers, video communications are a proven method for increasing engagement, for showing genuine emotional connection, and for motivating team. I’m keen to hear your thoughts on video communications, we always welcome comments!