It’s true: not every video needs a Hollywood budget. But just because internal video plots wouldn’t make it onto the big screen doesn’t mean they aren’t hugely important. In fact, your video budget needs to be big enough to capture your employees’ attention.
“Internal” Doesn’t Mean “Inconsequential”
Think about the content of most internal communications: safety, compliance or customer satisfaction. (Have you fallen asleep yet?)
But safety messaging should be incredibly important to both your company and your employee audience. Worker injuries can be painful and highly inconvenient for the worker and their family. They can also be dramatically expensive for the company (especially if they decide to sue you). Compliance issues are a big deal, too — your company could lose its certifications, face court challenges, lawsuits and government fines. And we all know the risk of even a few unhappy customers registering their complaints all over the internet!
The size of the budget should be based on how critical it is for the employee audience to pay attention, realize the importance of the message and embrace the changes or new actions they need to take. And that takes more than a Powerpoint slideshow from an in-house trainer droning on about the safety manual.
If It’s Important, Make it Look and Feel Important
These days, when an employee views a company video, they’re probably doing it on their own time – clicking on a link in an email or using the company’s learning platform. The fact that somebody’s forced to watch something doesn’t mean they’re going to feel motivated to change their behavior.
Regardless of the audience, you need a video that’s well produced:
- Hooks their interest,
- Holds their attention
- Connects with them emotionally
- Memorable – so your message sticks
Case(s) in Point
Lazer Spot (now, Lazer Logistics) recognized it needed a consistent, highly motivational video to train their drivers on important safety rules. So we did simple things to rev up the energy for their truck driver audience: big, bold guitars for intro, closing and transitions, powerful graphics that slam onto the screen for impact, and an awesome on-camera host – who just happened to be one of their very best trainers – and who worked closely with our director to reinterpret his in person training for video success.
The result was a video they used year after year.
Meanwhile, The CDC Foundation wanted a video that would remind US health clinicians about the dire importance of following safe healthcare practices when administering single dose injectables. Our animated video told the story of Joe, an everyday guy who ended up in the hospital due to careless injection practices. The combination of animation (great for stopping viewers in their tracks) and a memorable storyline made the video a hit.
No matter the message, your video budget should be in direct proportion to the risk it’s preventing to your company’s bottom line, ability to conduct business and overall corporate image and culture.