Show Me! Why Video Is Best for Corporate Communications, Training and Marketing

Using video for corporate communications

During my career as a professional videographer, editor, and producer, I learned first-hand the power of video. Minor tweaks in the framing of shots, the timing of sequences, or the lighting of an interviewee made a big difference. I could grab the viewer’s attention, hold it longer, and improve the impact of my message.
While working as a Coordinating Producer for CNN News Features in the 1990’s, I created a training guide for other producers called “The Left Side of the Script.” The right side of a television script is reserved for text only. The left side is where visual instructions like “Fade Up Slow” or “Extreme Close Up” or “Transition FX” are found. There was a feeling among management at that time that producers were largely treating their stories as “radio with pictures.” They were treating the visual elements as an afterthought, instead of harnessing the power of television, a uniquely visual medium. Instead of choosing their visuals with purpose, they were practicing what we called a “wallpaper” approach. They simply covered the audio from beginning to end with random mildly relevant stock footage. After reviewing the training guide, the consensus was that collectively we had indeed overlooked the power that only video possesses.
MTV was a network launched in the ’80’s that thrived because hit songs were now amplified by the power of video. Music became for the first time an intensely visual experience.
Fast forward to today and video has become the dominant data type traversing the internet.  Cisco predicts that by 2019, online video will be responsible for four-fifths of global Internet traffic.
Obviously, the value of video has increased exponentially over time.  But how do you leverage the value of video for your business? First, you need to realize that the power of video is undeniable. In an enterprise environment, it can also grab the viewer’s attention, hold it longer and increase the impact of your message.
There are generally three major areas where video can have the most impact: Corporate Communications, Training and Marketing.

Corporate Communications

Video affords you a way to make your message available to a global audience. Physical venues no longer have walls. By webcasting your quarterly announcements, market strategy, corporate initiatives, product launches, you get your message to a broad audience immediately. You can reach them across desktop and mobile devices. The result? The message gets to all members of your organization immediately. It’s unfiltered by multiple layers of distribution. In turn, they all share a timely and consistent understanding of the message. They can have a better understanding of the role they play in your organization.


Video driven training is an area where the ROI can be almost immediately realized. As an example: IBM has found that for traditional classroom-based training events, travel and lodging costs average upwards of 40 percent of the total event cost. After shifting just 50% of company training to eLearning, the company has netted $579 million in savings over a two-year period.
With on-demand video, you can execute a global show and tell with an infinite shelf life that is accessible across devices. You can provide in-video quizzes and polls and measure performance down to the person. You’ll deliver your training for a fraction of the cost of venue based sessions. Plus, you garner more granular insight on performance than that method can provide.
There is no cheaper or faster way to improve the performance of your employees. And the detailed analytical data returned provides an unprecedented opportunity to analyze and improve the effectiveness of your training initiatives in near real time.


Video also can also amplify the success of just about any marketing initiative. According to Hyperfine Media:

  • Including a video in your marketing e-mails can lead to a 300% increase in click through rates.
  • Including a video on your landing pages can improve conversion by 80%.
  • After watching a product video, 64% of shoppers are more likely to purchase a product online.

In all three use cases, video has now become a dominant content type. Video provides a unique opportunity for you to inject emotion, solicit an immediate response, and provide visual and auditory impact. It’s important to realize that the world at large is fast becoming “video-centric.” According to Forrester Research, employees are 75% more likely to watch a video than to read documents, e-mails or web articles. So, whether with a webcast, a video training module, a recruiting video, or a marketing message, it might be time for you to consider video not just a complimentary component, but the foundation upon which your initiative is built.

Explore more ways businesses are using videos in The New Workplace in a Digital World.

Let's Get Going