Mass communication: Is video the way forward?

Communicating important ideas such as a rebrand or acquisition to the entire workforce can be a challenge, especially if they’re already being bombarded by emails. Could video be the answer?

Mass communication: Is video the way forward?

Business Strategy


When it comes to mass communication in an organisation, sending out an email to convey an important idea may not cover it.

Workers are often bombarded with emails throughout the day and it’s easy to accidentally delete or skim read ones that don’t immediately catch their attention.

Could video be the next medium for internal communication?

Matt Taylor from video production company The Explainers says companies are looking for something that is “short and succinct and can be sent around to lots of people to tell them what’s going on”.

“Video works in that regard because it’s a way of turning a message into something quite simple that is easy to share on the intranet or through email. It also appeals to millennial audiences and younger folk.”

He said video was also a way to put “an attractive graphic spin” on the message being conveyed like rebrands – which are commonplace in Australia’s fast consolidating insurance market.

“Quite often companies get rebranded or go through some very long process and then it kind of gets dropped on the rest of the company and they’ve got to find ways to enact it and make it come to life – which video is excellent at doing, as well as having a message and a purpose at the same time.”

He said having the videos produced externally could help to make sure that industry jargon didn’t creep into the message and the production process gave clients a chance to refine their message.

“People are becoming more concerned with the meaning and purpose of their work. I think how you talk about that and how you present it to people is becoming increasingly important. When people take the time to highlight the reason people are doing things, it can only serve to benefit the greater purpose of the organisation.”

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