How Video Improves Communication | MediaPlatform
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How Video Improves Communication

By Nicole Olsen

Video’s popularity has grown dramatically across the globe in the last ten years. Whether it’s delivered via social media, at gas pumps, or even inside elevators, video is everywhere.

And thanks to modern video technology, almost everyone now has instant access to creating video content. And following suit, every major social network – Facebook, Twitter, LinkedIn, have all made it easier to upload, view, and share videos on their sites and apps. Businesses of all types have begun to better understand the value of video-based communications, as video provides an engaging way to share information and communicate in a much more personal way than traditional internal and external communications do.

It enhances trust

No other medium conveys language and verbal tone the way video does. Unlike written content, which relies on words, still photos and emoticons to relay messages, video provides viewers an instant immediate identification with what the speaker is saying, their tone and how they are truly feeling about their message.

When leadership is delivering messages to employees, shareholders, or even customers, video allows them the chance to speak sincerely and with transparency. And when that video is being delivered live, as part of town hall meetings or other similar corporate gatherings, those sessions allow for two-way communication, giving attendees the chance to ask questions about the messages being delivered. Giving audiences the ability to participate in meetings regardless of where they are ensures that every attendee feels engaged with the process. And an engaged employee is a more successful one.

It makes email more effective

One study revealed that employees are better at completing tasks when information sent to them includes text with built-in video as opposed to communications featuring text alone. Employees absorb information 7% faster when communicated visually. And whereas email with text only is likely to be deleted and forgotten about once read, those with video embedded are more likely to be retained and revisited continuously.

It helps convey urgent information and news

By using video, communicators can quickly broadcast important information, organizational change, or leadership news. Prior to video, communication professionals were forced to rely on written communication, including email. This was problematic as communicators struggled to find the right words that conveyed the emotion related to the information presented. Further, video can help reduce potential confusion and misinformation from being shared. Video helps deliver important messaging because it can communicate in seconds what might have taken hours, or multiple paragraphs to write.

Employee training and development

Video is a superior format for employee training and development. Whether trying to onboard new employees, communicating messaging concerning a new product or service, or educating employees on important safety information, video allows complex ideas to be easily explained.

Video also lowers costs traditionally associated with employee training. Rather than relying on costly travel and pricey venues, employees can now watch and learn at their own pace, from locations scattered around the globe. Further, video training can be accessed repeatedly, allowing for an increased retention rate.

Businesses using video are the biggest believers in increasing its use, with 40% of those surveyed by Wainhouse Research planning streaming video technology budgets of $100,000 for 2020. What are your plans to incorporate video into your internal communications strategy this year?

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