8 ways to land your organization’s message through video

When communicators create videos, their first impulse might be to gather the top executives in a conference room and have them talk about the company’s work.

Is that the best way to share their message to potential clients or customers? Is that something you’d want to watch? Probably not.

Here are eight ways to make your organization’s video memorable:

1. Consider the audience. Is the video geared toward employees who know the industry lingo, or is it an explanatory video for new customers? The interviewee should know who the audience is, so the intended viewers understand the language. If you’re explaining how your product or service works, do it in an interesting or creative way, of course, but also find someone who can translate the material into everyday language.

2. Focus on compelling characters. You might want to include a bunch of top executives, but it’s important to find a frontline worker or two—strong personalities who embody key company messages. Sometimes your CEO isn’t the person who should be on camera. You can be authentic yet still strategically choose on-camera voices. Find someone who is passionate and has a compelling story that reinforces your overall message.