It’s no secret that video content reigns supreme when it comes to ROI, with 52% of global marketers backing it up. The omnipresence of video, from competitor websites to our social media feeds, is undeniable.
While video’s effectiveness is clear, the thought of creating it can feel daunting, especially when we see companies like Moz and MailChimp absolutely killing it. It’s easy to assume they have massive budgets and professional teams behind their polished productions.
However, the truth is, anyone with a heartbeat and a camera (even your phone!) can leverage video for their business.
To truly maximize video’s potential, it’s essential to integrate it across all your teams. From humanizing your website to boosting recruitment efforts and closing deals, video’s benefits extend far beyond marketing, proving invaluable for sales, HR, support, and even engineering! The question is, how do you get your colleagues on board?
Don’t worry, I’ve got you covered. Here are five practical tips to cultivate a thriving video culture within your company.
Tip #1: Dedicate a Space for Video Creation
If you don’t already have an in-house studio, it’s high time you consider it! Having a designated, accessible space for video recording empowers every team to easily create content.
Now, I know what you might be thinking: setting up a studio sounds complicated and expensive. What about the space, lighting, equipment, backdrops?
But fear not, it’s not as complicated as it seems! Wistia has created a fantastic a quick guide that guides you through transforming any conference room into a functional video studio in just four simple steps:
Set the Stage with a Backdrop: Opt for a solid color backdrop instead of a plain white wall, which can look dull and cause glare. A roll of seamless paper from a photography store works wonders.
Illuminate with Studio Lights: Ditch the unflattering overhead lighting and embrace studio lights for consistent and appealing illumination. A larger bulb, like a ring light, creates softer, more flattering light, as shown in this lighting guide.
Optimize Audio with Sound Control: Minimize distracting echoes with sound-dampening panels on the walls or even strategically placed blankets in a pinch.
Keep it Ready to Roll: The key to maximizing your studio’s use is ensuring it’s always set up and ready to go. This removes any barriers to spontaneous recording sessions.
At Wistia, they’ve taken it a step further by setting up smaller video stations specifically for customer-facing teams to record quick, informal videos for prospects and clients. Remember, creating a dedicated space is the first step towards encouraging video creation within your company.
Tip #2: Empower a Video Champion on Every Team
It’s not necessarily that your colleagues are against using video; they might simply lack the time, resources, or know-how to incorporate it effectively. While they likely recognize the benefits, the perceived complexity of producing high-quality videos can be a hurdle.
Nexus-security’s Jacob Coblenz takes center stage in this green screen video featured on their landing page.
Your mission, should you choose to accept it, is to break down these barriers. By showcasing how simple and accessible video creation can be, you can empower your colleagues to embrace and champion it within their respective teams. The key is identifying the right individuals, crafting a compelling pitch, and tailoring your approach to each team’s specific needs. Let’s break it down:
Who?
Some teams might have obvious candidates for the role of video advocate, while others might require a bit more investigation. Leverage your internal network and connect with colleagues across different teams. For smaller teams, consider a group presentation. For larger teams, identify enthusiastic individuals who can spearhead the video initiative and inspire their peers.
How?
Once you’ve identified your target audience, schedule dedicated meetings with ample preparation time. It’s time to channel your inner salesperson! Back your pitch with compelling statistics that highlight video’s effectiveness. For instance, “Did you know that Bob’s deal closure rate skyrocketed by 80% when he started using video voicemails?”
To further alleviate any intimidation, provide resources and training opportunities. Here’s a simple roadmap:
- Craft a compelling pitch tailored to each team’s needs.
- Prepare a visually appealing and informative presentation.
- Schedule face-to-face meetings for maximum impact.
What?
Highlight the unique ways video can benefit each team by stepping into their shoes. Consider their pain points, goals, and aspirations. How can video help them overcome challenges and achieve their objectives? Showcase examples of similar companies leveraging video successfully and highlight any internal resources that can facilitate the process.
Remember, persistence is key! Follow up like a pro and don’t be afraid to champion the power of video.
Tip #3: Integrate Video into Customer-Facing Workflows
Video should be an integral part of every customer-facing employee’s toolkit. Whether they’re in sales, customer service, or support, those interacting with external parties should be leveraging video regularly.
Video transcends the impersonal nature of emails and bridges the distance inherent in phone calls, fostering genuine human connection. Not only does this lead to a warmer, more engaging customer experience, but it can also increase conversion rates and reduce churn.
When customers feel a personal connection with your brand, they’re more likely to develop loyalty and trust. And what better way to achieve this than through the power of video? Here are a few practical ways to incorporate video into customer interactions:
1. Humanize Communication with Video Email Signatures
Ditch the generic text-based email signature and inject personality into your communication with video. Encourage customer-facing employees to create short, engaging videos that showcase their personality and expertise.
Keep it concise, entertaining, and authentic. Once recorded, simply embed a clickable thumbnail image linked to a dedicated landing page featuring the video and contact information.
A clean and simple landing page like this one built on HubSpot allows viewers to easily watch the video and move on with their day.
2. Enhance Sales Interactions with Video
Video and sales are a match made in heaven. Prospects are often wary of sales reps, assuming they’re only after their money. Video can effectively combat this stigma by humanizing the sales process and creating a more relatable experience.
When leads realize they’re interacting with a real person, not just a faceless entity, they’re more likely to engage and trust your brand. Take a look at this polished video voicemail example from BambooHR:
[
](https://wistia.com/learn/marketing/be-super-human?wvideo=m8wzbi1vdr) Be (Super) Human — Wistia
While polished productions like this work well for general outreach, personalized videos can be less formal and still highly effective. This example from marketing agency Blueleadz proves just that:
[
](https://wistia.com/learn/showcase/bluleadz-video-across-buyers-journey?wvideo=r14vnrh1sx) How BluLeadz Speeds up the Buyer’s Journey using Video
By incorporating personalized videos, Blueleadz achieved a remarkable 36.9% increase in their close rate!
3. Nurture Customer Relationships with Personalized Video Outreach
Video is a powerful tool for keeping your customers informed and engaged. Whether it’s a quick holiday greeting or a more detailed product update, video adds a personal touch that email simply can’t replicate.
When a new version of one of their integrations was released, this company created a video explaining the updates. To make it easier to digest, they divided the video into chapters, allowing customers to navigate to the sections most relevant to them.
Another effective strategy is having your product team create monthly product update videos and sharing them with your customer base. This keeps them in the loop and demonstrates that you value their time and business.
Tip #4: Inject Fun with Video Delight Competitions
Introducing a little friendly competition can be a great motivator for boosting video creation across teams. Wistia can attest to this strategy’s effectiveness.
For the past two Februaries, Sarah-Mei Estrada, a leader on their support team, has organized “Delightuary,” a company-wide contest encouraging employees to create at least one video response to a customer support ticket. These videos are typically shot on iPhones, and creativity is highly encouraged, with trophies awarded at a ceremony held a month later.
“I realized that making videos for customers can seem daunting,” Sarah-Mei explained. “Turning it into a month-long celebration with an awards ceremony made it fun and engaging.”
To replicate this success within your own company, follow these steps:
- Announce the contest company-wide to generate excitement.
- Send out a captivating video email to build anticipation.
- Offer enticing prizes to encourage participation.
- Embrace the spirit of the Oscars with categories like “Best Actor,” “Breakout Star,” and “Outstanding Stunt Coordination.”
- Culminate the competition with a fun after-work awards ceremony.
Implementing this strategy will likely lead to a surge in video creation that extends well beyond the designated contest month.
Tip #5: Foster Internal Communication with Video
Last but certainly not least, integrating video into your internal communication channels is crucial for cultivating a video-centric culture.
1. Liven Up Announcements with Video
Video is a dynamic way to communicate internal announcements, from new office perks to company events and important updates. Unlike easily overlooked emails, videos capture attention and keep employees informed in a more engaging way.
2. Create a Recurring Series for Company-Wide Updates
Keeping everyone in the loop, especially remote employees or those who were absent, can be challenging. A regularly updated video series can bridge this communication gap.
Form a cross-functional team responsible for sharing weekly updates on company happenings. This could include product updates, marketing campaigns, social events, or even personal announcements. Inject personality and fun into these updates to keep employees engaged and informed.
3. Build a Thriving Remote Culture with Video
Meet Leah Knobler!
Tasked with fostering a strong company culture at HelpScout, a support ticketing software company with a predominantly remote workforce, Leah embraced video as her secret weapon.
While it might seem counterintuitive to build culture without a physical office, Leah proved that it’s possible. In her insightful blog post on HelpScout’s website, she shares her secrets to success.
One standout initiative is her “At Home with HelpScout” series, where remote employees contribute video footage, which Leah compiles into a heartwarming montage. This allows colleagues to connect personally without ever leaving their workstations. Check it out:
[
](https://www.helpscout.net/blog/remote-team-connectivity/?wvideo=qm5yrtio7a) home tour montage2.0
While video marketing may seem daunting at first, once it becomes ingrained in your company’s DNA, it can transform your business by creating more personal and engaging connections.