- When announcing company news, consider a timely video release in addition to a traditional news release. Video is sometimes more powerful than words.
- Put a face to the company and connect with an audience. Add a personal voice, nothing cold or impersonal. Inspire trust.
- Eliminate the jargon.
- When appropriate, be emotional not just factual. But tell us something new.
- Share the video on the company’s website, social media channels, blog and e-newsletter.
- Prepare to respond to comments. Don’t ignore them.
- Carefully consider the video’s description and write a strong headline.
- Ask yourself, what should viewers take away from the video? What are the most common questions people are asking?
Someone reviewing a video script crossed out grammatical errors in the transcriptions of previously shot on-camera interviews. We spend a good amount of time editing out “uhs” and “you knows,” making the people we interview sound as smooth as possible. We often can’t fix grammatical errors unless people immediately correct themselves on camera, allowing us to edit out the mistakes. An employee we recently interviewed on camera pointed out he appreciates watching colleagues in videos instead of others, in this case executives and managers, who sit behind desks. Because employees in that video were the target audience, we doubt most of them will object to the grammatical errors of their peers. On The Flip Side, some grammatical errors are jarring. For example, one employee explained on camera he tries to be “the most smart.” Still, his peers would surprise us if they made a big deal about that, but we could edit out jarring errors if they stand out too much. However, we often would lose key points people were trying to make.