Connecting with and engaging internal audiences continues to be a challenge in 2020 and looks likely to remain so in 2021. Employees dispersed, changing government guidelines, and budgets are tight against a backdrop of new processes, business objectives and priorities to communicate.
With the rise of online video and smartphone interactions – we’re predicted to be spending around 100+ minutes a day watching online videos by 2021 – how can organisations harness this trend and turn it into an advantage?
“We’ve been working with clients to continue to look at what’s possible by producing visual content that better connects audiences during the lockdown and beyond,” says Claudi Schneider, Senior Producer at Sequel.
“The need to share great stories that resonate and engage hasn’t gone away: our experience is that it’s needed now more than ever.”
Here are five ways that video boosts engagement, and how we’re supporting clients, helping them to reach people and increase engagement with their organisation:
Even with social distancing, it’s still possible to film real people and to be out on site. We’ve been capturing film for clients in a range of locations, including production and manufacturing sites, office locations, studios and outdoor spaces. “We’re thinking creatively about making the best use of a client’s available space, such as near-empty offices, and using small crews who follow clear social distancing practices, so everyone feels safe,” says Claudi.
One example is a series of three case studies for a banking client shot on location in London and Scotland during lockdown:
Sandhaven and Pituille Harbour
Imaginative animation is perfect for turning complex information and data into understandable messages. Viewers retain 95% of a message when it is visual compared to 10% retention with copy. Our video and design teams work together, helping clients explain new processes, vision and values, strategic objectives and Microsoft 365 transformation.
Animation is flexible. It can be abstract or illustrative, literal, or light-hearted – adaptable to suit different audiences. It works well as both stand alone or as part of a wider, integrated campaign.
Self-shot content has fast become the norm this year, bringing with it a less polished approach and greater authenticity as we have become familiar seeing our leaders – and each other – at home. This type of film allows people or teams to ‘be more human’, generating content in their own time and space and lends itself to ‘meet the team’ type films, leadership interviews, and training.
We have guidelines and top tips for filming to help people capture their best footage and, depending on budgets, can support with planning content, briefing individuals, editing content and using it to create one film.
We can add graphics, subtitles, music, animation and archive footage to develop an engaging film.
Packaging user-generated or professionally shot footage into very short stories can make a big impact. People stories are more engaging and can be used in internal and external social channel storytelling. We’re producing ‘mini’ stories for clients to use on Yammer, SharePoint, Workplace and externally on Instagram and Twitter.
These include diversity, sustainability and CSR stories that we’ve taken from existing film footage, and repackaged for extended reach and use.
C&A Foundation – OMKi story
Pilots and fuel efficiency at Virgin Atlantic
Mixing up your film media has better reach to appeal to the different ways audiences consume content. Rather than a filmed interview, we have been blending new footage shot on location with an audio narrative, or using archive film overlaid with an animation and bold graphics.
“There is so much content online now that if you are creating film or animation, think through how you are doing it, and how you can make the most of it,” adds Claudi. “Film doesn’t have to be a luxury spend, but it is worth working with people who understand how to get the best value and extended use out of what you produce.
“The best videos focus the story you want to tell. Inspiring, genuine stories are an opportunity to engage with audiences who need to better connect to the business, and to each other.”