How to create a buzz around your internal video communication

Do you remember the last time you went to the movies?

Did you see any movie trailers for upcoming films that caught your attention?

We love them. It’s how the film industry gets us excited about blockbusters that will be hitting our screens in the coming months.

Well, guess what? You can also apply some of the same tactics that the movie industry uses to create a buzz around your own internal video and make sure that more people watch your video inside your company. Don’t believe us? Well read on...

We like to think about touch points when it comes to marketing your internal video. You’ll have seen from our earlier post about how to get more views on your internal video that we like to make sure we have a very clear picture of what the video viewer looks like. Now we go one step further and walk a mile in their shoes. We literally walk around the building with our clients and try to see what they see.

A growing trend over the years has been the emergence of what is called “Digital Signage” or what we like to call internal TV. You have certainly seen the monitors running around your building, or other organizations, they are almost impossible to ignore. If you are able to catch an eye, even for a few seconds, you have succeeded in planting a seed in the mind of the viewer so that when she or he sees your video in an email or on the intranet, they will recall that anchor in their memory. Provided you have shown or said something memorable, that should ignite their curiosity sufficiently to hit play when they see the video. More often than not, these screens are without sound, so it’s definitely a place to use the power of moving images.

We like to think of the videos that run on these screens as precursors to the main event, a home for your movie trailers, if you will. There are a few ways you can do this and often recommend three approaches in particular, depending on your budget and time you have if you are doing this yourself:

1. The teaser.

This is essentially a short (and I mean 10-20 second) eyecatcher of the best visual elements of your video, usually with text to draw the attention of your viewer

 

2. The sample.

Again, another 10-20 second piece, but just a straight extract of a continuous 10-20 seconds of the main film before you cut to the end frame.

 

3. The Still.

Take a still image from your film and add some simple animated text over the top, usually with some relevant copy to attract the viewer to watch the main event. You can add camera moves to the image also. You can also read our previous post to get more insights into how to write great copy to market your video.

A variation of the still, is to use the parallax video technique, you can see examples of that animation technique in our recruitment video case study.

The important thing for each of these options is to finish with “searchable” key text that lasts a few seconds at the end of the film, what is the called the end frame. This is so that when the viewer gets back to their computer, they can look for those words and find your video. We love to use hashtags for this and if you can get your IT team on board, it is a powerful way to drive people to your video with search. You can also post a URL to a landing page with your video, provided it is memorable enough.

But that’s just the digital side of things. When you walk a mile in your viewers shoes, you can learn a lot about how they spend their day and the different mediums that they might respond to.

Another tactic that we like to use is something that we call the movie poster.

If we go to see the latest blockbuster movie, we will for sure have seen a poster or billboard for the film somewhere on your journey to or from work or throughout your day to day life. We can do the same thing with your internal video.

somoney-poster_medium.jpg

You should look to plant a seed and anchor your visuals or messages in the memory of the viewer. Remember, you have done all the hard work of making your internal video, now we are trying to get the audience to hit play.

It’s important to think about where your audience goes when they are not in front of their screen, perhaps there is a cafeteria, a water cooler or coffee machine. These are all great places to put your “movie poster”.

We also use the techniques we’ve touched on here in our external communications. With the growth of social media platforms such as instagram and twitter, shorter form video teasers are a great way to build excitement for your online video. The huge advantage that you have with internal video is that you have a closed environment and less competition for your viewers’ attention.

Just make sure you’re communicating something that is relevant for them and do it in a creative manner.

If you would like help with the distribution elements for your videos or would like us to do the work for you, then drop us a mail at info@somoney.tv and we’d be happy to speak with you.


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