Six Ways to Leverage the Marketing Video Expertise in Your Company - dummies

Six Ways to Leverage the Marketing Video Expertise in Your Company

By Kevin Daum, Bettina Hein, Matt Scott, Andreas Goeldi

As video production has become cheaper and easier, there are more opportunities to incorporate video into your company for non-marketing purposes.

Internal News Show

Many companies struggle to inform their employees about company news, especially when the companies are large or when their facilities are spread across a wide geographical area. To persuade employees to take the time to read corporate newsletters, consider building an internal news show.

Assign a couple of employees to gather information during the week and craft a script. Don’t be afraid to let them get a little silly. The more fun the show, the more likely it is to be watched every week. Use the standard news format of news anchors introducing segments of interest. Incorporate interviews and graphics. To draw viewers, limit the show to a couple of minutes, and upload and distribute a link every Monday morning. You can even track who watches the show on YouTube.

Simple Demonstrations

Showing is better than telling any day of the week. Your marketing department may have enough money in the budget to create polished videos only for customers. Wouldn’t you want your staff members to see simple demonstration videos for every process and procedure you want them to perform or adhere to? A library of demonstrations can be quite a useful tool.

Rather than create a suggestion box, create a suggestion channel. Launch a channel on YouTube where employees can upload helpful hints to benefit their colleagues. Anyone with a small camera can create a demonstration video. The videos can provide tips and tricks related to your own product or even to tools used by employees in your company.


On-the-job training is a helpful way to learn, but it usually diverts valuable work time from the experienced person who’s facilitating the training. Video is a helpful way to record information from the people who create your company’s policies and processes and pass it along without pulling them from their regular duties every time you need to train someone new.

Start with just a few training videos covering the most basic job responsibilities. Add a short video describing a simple task every week, and you’ll soon be surprised at how quickly your efficient new training program grows. The videos don’t have to be sophisticated, but at least make them fun and entertaining so that new hires want to watch and learn.

FAQ Videos

Nearly every business website has a Frequently Asked Questions (FAQ) section. Rather than write a couple of paragraphs explaining each question, use video links to serve the same purpose.

Have someone in your office who has lots of personality read letters from customers — and your company’s replies. Imagine the answer girl cheerily saying, “Jane from Deerfield, Ohio, asks. . . .” and answering, “Well, Jane, so glad you asked. . . .”

Company Contest

People love to compete, and making videos promotes healthy competition. You can split video teams by department or simply have participants draw straws. Give every team a camera, a topic, and a timeline, and then turn them loose. The better the prize, the better the video. After the task is complete, you can set up a red-carpet awards event to show off the videos and distribute awards.

Internal Presentations

Nothing perks up an otherwise dull slide presentation like a fun and energetic video. The process of preparing a video can help you crystallize your ideas and edit your message. The creative video process can often help inspire other entertaining moments throughout a speech. Involving others in the presentation may even boost attendance when the production crew, for example, can show off its work, too.