10 components of a successful internal video

Employees are inundated with internal communications, such as email, intranets, social media or, most recently, video.

For the faces behind the camera, it’s easier to create a bad video than a good one. So, what makes a video great, rather than abysmal?

These 10 tips will help your organization’s communicators hit the sweet spot:

1. Know your goals. Though traditional metrics are important, you have to go beyond views and consider whether people are doing what you’ve asked them to do, says Annie Burt, institutional communications manager at Mayo Clinic.

“Were you looking for a behavior change or a cultural reinforcement? Were you looking for some sort of action to take place or for information to be shared? Based on what your goal was, [getting that desired action] is really the ultimate test of videos,” she says.

2. Consider your message. Before you create a video, make sure that’s the right medium for what you want to communicate. For example, if there is an organizational restructuring or major change in the offing at your organization, video wouldn’t be appropriate, says Jocelyn Sims, internal communications team lead at Federal Reserve Bank of Chicago.