The last few weeks have been earthshaking for many businesses, with guidelines from the NHS, the World Health Organisation, and the government urging them to make quick changes to the way they operate. With teams facing the challenge of working remotely, it’s clear that video will have a big role to play in the day-to-day running of many businesses in the coming months.
Here are just a few ways in which effective video communication can be used to keep people reassured and engaged with your business.
For many office workers, one of the biggest shocks to the system posed by the various coronavirus guidelines is the need to work from home. For those who haven’t done it before, it’s a prospect that throws up all manner of complications and questions: how do you keep from getting distracted? How do you keep a healthy work-life balance? How should you respond to the technical complications thrown up by remote working?
Video, more so than written communication, is perfect for solving these kinds of problems; and this recent video from the Harvard Business Review brilliantly illustrates why:
Most of the questions that employees will have about remote working are emotional concerns; and the video is able to address them in a way that is suitably personable, relatable, and easily-digestible.
When it comes to keeping teams engaged and aware, other types of video content like short-form explainer videos can be a perfect way of giving employees tips on everything from staying positive while isolated, to addressing basic technical problems that they may encounter.
From a plethora of live-streamed musical performances, to the slightly surreal sight of audience-less professional wrestling; video quickly stepped in as a means of standing in for the many live events that were cancelled in the immediate wake of the coronavirus outbreak.
For businesses that have had to cancel their own events or face-to-face meetings at short notice, live video can be an ideal tool for ensuring that all of that event planning doesn’t go to waste. Universities have proven particularly good at using live video as a promotional tool: it’s a great way for them to showcase their facilities and resources to prospective students around the globe who may not be able to make it to a set open day.
Looking at your scheduled events and thinking about how to present video alternatives is a great way of ensuring that you deliver something useful in lieu of cancelled plans, while also showing to clients that you value their business and that you’re committed to making them feel welcomed and reassured.
Just as important for businesses as keeping teams and clients in the loop, is the need to keep your wider audience updated. Video messages, often distributed via social media, are a perfect way of ensuring people are aware of how your business and its services are reacting to the changes quickly taking place.
In the current situation, there are many businesses doing exactly that. Letting consumers know how their businesses have been affected: if it’s business as usual, putting them at ease, and if not, advising them on actions that they can take.
From simple direct-to-camera vlogs like the one above, to social media-friendly infographic videos like the one below that we worked on for USE-IT!, video can play a vital role in your business’ external communications. They can quickly and easily give people confidence that your brand is doing the right thing in the face of all that is going on.
During times of crisis, it can be hard for brands to know what their role should be as communicators. As important as it is for them to keep abreast of how the world and people’s needs are changing, it’s doubly important that they don’t cynically use current events purely as a marketing strategy.
When thinking about a content strategy in the coming months, brands should be thinking first and foremost about what information they can give to help people – whether that’s their teams, their customer base, or the public at large. As is stated in Twitter’s useful guide to brand communications in times of crisis:
“In times of crisis, people want credible information … If you have useful and reliable information that might help people navigate the uncertainty, you should share it.”
If you're interested in working with us on producing video content for your business, feel free to get in touch with us via our contact page; and, if you'd like a few ideas, why not take a look at some of our previous work?