The internal communication video you produced is great. Your boss and your colleagues have complimented you on your work. You’re proud!
And yet, this morning you feel a little down. It’s now two weeks since you sent your video out in the company newsletter and put it up on the intranet’s front page.
Once more, you’ve checked the viewing rates and they are much lower than you expected.
It’s not fair; you have put so much work into this project!
So, what went wrong?
You didn’t sell the click!
What does that mean?
At this stage, the reason why people don’t watch your video is not because it is no good, it’s because what surrounds it is not optimized.
Sending out an email with a link to your video is simply not enough. You need to put some effort into selling the video itself. In other words, you need to “sell the click” in order to increase video views.
It is important to realize that the act of watching a video is a transaction. Viewers give their time in exchange for information or entertainment.
If people don’t watch, your offer is simply not compelling enough. Watching your video does not rank high enough on their list of priorities.
As with selling any product, service or idea, “selling the click” implies that you follow some basic marketing principles:
- Understand your target audience (What are their aspirations and fears?).
- Grab their attention.
- Make them an offer they cannot refuse.
1. Understand your target audience
We’ve found that a lot of organizations we have worked with do not feel the need to define a target audience for internal communication campaigns; their target audience is simply “all employees”.
This is a mistake.
But you have done everything by the book. At video production time, you defined who you are talking to. She is called Laura.
Let's meet her.
Laura is a colleague in your company. She has a name, a face, and even a laugh of her own.
Laura is not necessarily a real person, although the best personas are brought to life by referencing a real person. In marketing jargon, she is a customer persona who represents your target audience.
Laura is a busy professional, just like you, and right now she has an email inbox full of newsletters, links to webinars, messages with a deadline and more and more. Sounds familiar?
Quite independently, and to protect herself from information overload, Laura’s ingenious brain has developed its very own spam filter.
We need to stand out to grab busy Laura’s attention.
2. Grab Laura’s attention
There are many ways to connect with Laura.
In most organizations there would be 3 ways, let’s call them internal communication channels.
- TV screens
Each of these channels offers opportunities to grab Laura’s attention.
- If you do email, the subject line needs to stand out.
Learn more about subject lines (headlines) here How to write eye-catching headlines and video titles for your videos.
- If you publish on the Intranet, make sure the video thumbnail is enticing and attractive.
If your video views are stagnant, is it because your thumbnail is no good? This article covers thumbnails in more detail How to create strong thumbnails that boost video views.
- If you have TV screens in your building, these can be used to grab Laura’s attention with a video teaser.
Discover video teasers in this article How to create a buzz around your internal video communication.
3. Make Laura an offer she cannot refuse.
Once you have Laura’s attention, you need to convince her that it is worth her while to watch the video. You convince her by making “an offer she can’t refuse”.
a. State the terms of the transaction clearly.
Laura needs to know the size of her (time) investment, and what she should get in return. The benefit (of watching your internal comms video).
“If you spend 3 minutes watching this video, then you’ll …”
- be able to make sense of a high level strategic decision
- save time when organizing a meeting
- know how to make a better sales call
- help reduce the risk of an unfortunate accident
- avoid a negative remark on your performance review
Convincing your colleagues to watch your video because there is something in it for them is very powerful because it guarantees they will be fully engaged. So you should always aim for this.
There will be cases where your video simply does not offer any direct benefit to the viewer: “Watch this video to ensure your organization’s success” is the best you can come up with. This is not very enticing …
In this case, as you have no strong benefits to offer, your options are limited. You may have to resort to creating an artificial incentive. For example: not watching this video results in a bad performance review.
If you cannot create an artificial incentive, make sure you use persuasion techniques.
b. Use persuasion techniques.
When you combine a compelling benefit with persuasion techniques you can increase video views. Persuasion techniques allow you to influence behaviors by taking advantage of human beings natural cognitive biases.
Scarcity, social proof, authority, etc. – use these principles of influence to your advantage.
Learn more about how to use persuasion techniques within the context of your organization here: [How to use influence and persuasion to get more video views]
A picture is worth a thousand words. With an image link rather than a text link (in the email or on the intranet landing page), you increase the rate at which people click on your video. There are new and amazing statistics that prove this point. We talk about them here: Did you know that email is your gateway to increase video views?
The good news.
Capturing busy people’s attention is a challenge all organizations face in an information-overloaded global world.
But the good news is: as you are running an internal campaign - you have a captive audience in a closed environment. Your target audience is at your fingertips.
In this article we have suggested different ways to increase the number of views your videos receive, and hence their impact.
A very first step in the right direction is to ask yourself questions such as
“Have we done our homework with regards to understanding our target audience?”
“Did we take full advantage of all the channels available to us in our organization to grab our audience’s attention?”
“Have we put enough thought and effort into convincing our audience that watching the video is worth their while, that there is something in it for them?”
If so, you are in a good position to increase video views!
And if you need some help using video in your corporate communication strategy, please give us a call. We love to give your video views our full attention!
- Internal comms
- Video Marketing