Why Video is Key to Understanding Your Business

Internal communications are intended to give employees an overview of their organization and educate them as to what other divisions in the company do. In a medium or large company not everyone is aware of the services offered or the products other groups may develop, and keeping them abreast of this information can get challenging. Maintaining consistency in messaging, keeping employees engaged in an age of information overload, and adapting to hybrid and remote work models are just some of the hurdles companies have to tackle.

Video is one of the best tools to handle these challenges. This dynamic and engaging format cuts through the noise, offering a vivid and immersive way to convey complex information. Whether it’s for internal training, explaining intricate processes, or sharing the company’s vision and values with the world, video is an indispensable asset. 

In this blog post, we delve deep into the realm of video communication, exploring how it can be the key to not only understanding your business but transforming the way it interacts with both employees and customers. We’ll cover:

1. Why video lends itself well to internal communications
2. How it can be used as an internal asset for employees 
3. How it can also work as an external asset for customers

Why Video Production for Internal Communications?

Video stands out for its ability to offer a multifaceted view of an organization’s workings. Unlike traditional text-based mediums, video combines visual, auditory, and often emotional elements, providing a richer, more engaging understanding of a concept. Thanks to this multisensory approach, it amplifies the power of internal communications in the following ways:

1. Ensuring attentiveness

Engagement is crucial for effective internal communication, and videos excel in capturing and maintaining the attention of employees. Unlike lengthy emails or documents, videos can present information in a dynamic and interesting way, making it more likely for employees to watch and absorb the content. The use of visuals, animation, and even humor in videos can turn mundane corporate messages into compelling content.

2. Video production caters to diverse learning styles

People have different learning styles – some are visual learners, others prefer auditory information, and some learn best from written text. Video caters to multiple learning styles simultaneously, making it an inclusive medium that can effectively communicate with a diverse workforce.

3. Supporting remote and hybrid work environments

The rise of remote and hybrid work models has amplified the need for communication tools that transcend physical boundaries. Videos are accessible from anywhere and at any time, providing flexibility for remote teams and ensuring that no one misses out on important announcements or training.

4. Enabling scalability and time efficiency

Once produced, a video can be shared across the entire organization, making it a scalable solution for internal communication. It also saves time, as the same message doesn’t need to be repeated in multiple meetings or written in several emails.

How Video Can be Used as an Internal Asset

Video can serve as a versatile and powerful internal asset for several key ways:

1. Training and development

Videos are ideal for learning and development purposes. Corporate training videos can demonstrate processes, showcase step-by-step tutorials, and provide visual examples, making complex instructions easier to understand and follow. Video works well for health and safety training, legal and compliance training, and other forms of learning and development content.

For over 20 years, Rock Creek has been creating audio and video assets for the Air Force Civil Engineering Center (AFCEC) in support of their ongoing Firefighter job task training and certification programs. Take a peek at our work here:

AF Firefighter Training Videos | Rock Creek Productions

2. Company announcements and updates

Ever spent hours typing and re-typing a complex memo only to wish you could just stop and explain it in person to someone instead? Why not actually do it? Instead of lengthy emails or documents, important company announcements, policy updates, and organizational changes can be communicated through videos. Think of the time you could save, especially during a crisis when messages need to be conveyed empathetically, with no room for miscommunication. If you’re a big company, chances are your employees don’t necessarily know everything you do or maybe changes that are being made in real time – video can get everyone on the same page quickly, easily and all at the same time. 

3. Employee onboarding

It’s always tough and time-consuming to bring new employees up to speed on crucial things they need to know about the company. Through video, businesses can demonstrate complex processes, showcase product functionalities, and share behind-the-scenes glimpses into their operations. Company documentaries, video tours of manufacturing facilities and walk-throughs of production processes are great examples of this use case.

For example, we created this plant tour video that captures the complete process of brake caliper production for Continental Corporation in Fletcher, North Carolina.

Corporate Video Production Services Asheville | Rock Creek Productions

Another great example that instantly communicates what an organization does is this introduction video that we made for the University of Houston’s Borders Trade and Immigration Institute. It makes use of whiteboard animation, a popular video format.

The Borders, Trade, and Immigration Institute Overview – DHS Center of Excellence – Rock Creek Productions

4. Brand storytelling

Video allows businesses to weave narratives around their products, services, and brand identity. These narratives are not just stories; they are powerful tools for embedding a company’s values and ethos into the minds of viewers. A compelling brand story, told through video, can resonate deeply with employees and customers, fostering a stronger emotional connection with the brand.

5. Internal marketing and culture building

Videos can be used to promote internal campaigns, share success stories, or highlight company events and achievements. They play a crucial role in building and reinforcing company culture by showcasing the company’s values, mission, and the people who make it successful.

Benefits of Video Content as an External Asset

Video can help audiences including customers, potential clients, and the broader public better understand what your business does and how it can potentially fit into their lives.

Plus, these also double up as internal assets to bring different verticals and teams on the same page. A video that overviews the entire organization can easily spark discussions around their services.

Here are several ways video can be effectively utilized for external communication:

1. Marketing and advertising

You’ll seldom find a marketing and advertising strategy today that does not involve video. Video can showcase products or services, highlight unique selling points, and convey the brand’s message in a compelling and visually engaging manner. Well-produced videos can increase brand awareness, attract new customers, and drive sales.

Here’s a video we made for George Mason University’s Atmospheric, Oceanic and Earth Sciences department to draw more students. It helps viewers understand the institution better.

George Mason University – Atmospheric, Oceanic, and Earth Sciences Department – Rock Creek Productions

2. Customer testimonials and success stories

Featuring real customers sharing their positive experiences with a product or service can be a powerful form of social proof. These testimonials can build trust and credibility with potential customers, showing them the tangible benefits and real-world value of what the company offers.

3. Explainer videos

Explainer videos are excellent for breaking down complex products, services, or concepts into easily digestible content. They can help potential customers understand the value proposition and functionality of a product or service, thereby aiding their purchase decision-making process.

Here’s a guide we put together that goes in depth into the power of explainer videos.

This video we made for Ekso Bionics talks about how their Exoskeleton technology that they initially created for the military has been modified to be used in the medical industry.

Ekso Bionics Corporate Video Production | Rock Creek (rock-creek.com)

4. Educational content and thought leadership

Companies can create videos that offer educational content related to their industry or share insights and thought leadership. This content positions the company as an expert in its field and can attract and engage a professional audience.

5. Product demonstrations and tutorials

Demonstration videos can show how a product works in real-life scenarios, highlighting its features and benefits. Similarly, tutorial videos can assist customers in getting the most out of a product, enhancing their satisfaction and experience.

Let Rock Creek Productions Help You With Your Video Production Needs 

As you consider integrating video into your corporate strategy, remember the power it holds to transform and enhance the way you connect with your team and customers.

For those ready to take this step, our video production services in Washington DC stand as a premier choice. Our award-winning video production services specialize in creating compelling corporate training videos . Our commitment to excellence ensures your message resonates deeply with your audience, fostering engagement and understanding.

Embrace the full potential of video with Rock Creek Productions. Let’s collaborate to craft a visual narrative that truly represents your brand and its values. Reach out to us and elevate your business communication to new heights.

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