Jeff Smith

Internal Communications: Brand guidelines are for video too

Video is a very strong form of communication. It can humanize executives, it can break down silos, and there is a level of entertainment that will get employees to watch and listen. But before you jump in and create a video, there are a few important brand tips to take into account, to make sure your video not only communicates the right message but feels like your brand.

Brand guidelines are important, and the same goes for video. You want to have a set of video brand guidelines that will assist anybody in the company who is making an internal video. These guidelines should include tone and voice, logo, color, and font treatment, shooting guides, and also editing techniques. Each of these categories will help ensure that no video will stray from what the brand stands for and how it is portrayed to all employees.

Go beyond the basics. It’s obviously very important to make sure you’re using the right tone and brand voice, along with correct colors and logos. But two of the most important things to consider when creating video brand guidelines are shooting tips and editing tips.

Show people in their work environments. Shooting guidelines are different for each company, but when interviewing employees or leadership, you might want to shoot people on the job rather than in front of backdrops. You want to portray your brand as authentic and genuine, and showing the actual physical locations of your employees can help portray that. It also helps employees throughout the company to get a better feel for other locations and areas of operation.

Think about post-production as well. Editing guidelines don’t have to be as complex as shooting guidelines, but the main tip for editing is to, keep it real. Although there are many tricks and tools available for video editing, they may not be appropriate for your brand. When in doubt, keep it simple. Better for your video to come across as authentic and human than slick and hokey.

Internal videos are a great medium for storytelling, for making human connections, and showcasing the people who work at your company. You want the way you communicate with your employees to be as powerful as the way you share the brand with the rest of the world. A set of guidelines will help you be consistent and professional in the way you communicate internally through video.

Need help creating video guidelines? Tribe can help.

Nick Miller

Videos for Internal Communications: How long is too long?

HiResIf you’re thinking several minutes, you may want to reconsider. You’re unlikely to have anyone watch all the way through to the end of the video.

Research shows that after 10 seconds, a fifth of your audience has already clicked away. After 30 seconds, a third are no longer viewing, and this drops to nearly half by the one-minute mark.

Get your main takeaway in with those first ten seconds or jeopardize your ROI. Think like a newspaper reporter and use the inverted pyramid formula. The highest priority information goes first, with the remaining content following according to the hierarchy of its importance. communicated to the most people.
Keep your overall length relatively short as well. It might seem logical that your audience would want more information in a longer video, but research shows that desktop viewers generally stick around for only two minutes or less, and mobile viewers have about a 30 second longer attention span. Limit the use of graphics and transition to what is necessary to make the video engaging. Viewers can be easily overwhelmed if the video is oversaturated with motion and graphic elements.

That does not mean long-form videos are never appropriate. Quarterly earnings reviews, training videos, webinars and any information that would best be communicated in a TED Talk format are all examples of videos where you might bend the rules a bit.

Lastly, stick to the subject. While you want to get the most out of your investment, include only one topic in each video. It is both confusing and unprofessional to try and squeeze HR enrollment information in a video on corporate culture or a quarterly earnings review.

Ready to produce your own internal communications videos? Tribe can help.

Stephen Burns

The growing importance of mobile

This week, Cisco released it’s numbers on mobile devices in 2014. And the results were clear. We’re moving quickly toward becoming a majority-mobile society. You’ve seen the latest tech: wearable devices like Samsung and Apple’s smart watches; smart thermostats and smoke detectors from companies like Nest. We are becoming more and more dependent on the grid and the Internet of Things. Simply put, we have tech in almost every aspect of our lives, at home and on the go. Here are the numbers for average mobile users in 2014:

585 MB Traffic/month

  • 3 hours of video
  • 3 hours of audio
  • 10 video calls
  • 4 app downloads

But perhaps more interestingly, they also released their predictions for mobile use in 2019. Based on the trends for this year, Cisco surmised what the tech world will look like in five years. Initially, I was shocked at the results. But considering the leap we’ve made since 2010, the year of the first iPad and “check-in” apps, it is a plausible jump. Here are the predicted numbers for 2019:

4.4 GB Traffic/month

  • 30 hours of video
  • 10 hours of audio
  • 10 video calls
  • 20 app downloads

People are becoming more and more accustomed to doing almost everything on mobile devices. Cisco also sees wearable tech increasing by almost five-fold. It’s also interesting to note that though these numbers represent the average global user, the study suggests that North Americans will play a significant role in the increase.

This shows a huge potential for mobile in the workplace. Some of the main reasons companies are weary of investing in mobile is the fear that it will be underutilized, that people will be unable to take advantage of the features or that it will cost too much. And even though the future of mobile is impossible to see, these numbers should put to rest most of those concerns.

Employees need mobile. In an increasingly on-the-go society, employees need more options to receive company information. Tribe’s research shows that employees want and need to process information in different ways and through different channels. And especially for younger generations and non-desk workers, mobile is fast becoming the preferred alternate channel. If these trends continue (and we think they will) in the coming years, more options will become available and your company will be able to cater to what employees want.