A Complete Guide to Using Videos in Corporate Communications

With the increasing prevalence of hybrid and fully remote teams, corporate communication has never been more important. 

Poor internal communication can create an unpleasant company culture, and poor external communication with customers and stakeholders might even hurt your bottom line. 

That said, managing so many different communication channels can be extremely difficult, especially for teams with limited capacity. 

But one (typically underused) tool for better corporate communication? Video. 

When you effectively leverage video content in your corporate communications, you can unlock better audience engagement and more easily localize your content for a global audience. 

In this blog, we’ll share everything you need to know. 

What is corporate communication?

Corporate communication refers to the strategies a company uses to communicate internally with its employees and externally with stakeholders and clients. This includes all forms of communication that shape a company’s image, culture, and reputation – across all mediums. 

The goal of your business communication depends on if your messaging is internal or external, as internal messaging is typically centered around keeping employees informed, whereas external communication is more commercial and reputation oriented. 

But overall, effective corporate communication ensures messaging is consistent company-wide, while also strengthening the trust and credibility of a company. 

Understanding the 2 types of business communication

There are two main types of business communication: internal communication and external communication. 

Both widely differ in their content, tone, approach, and tool requirements. As such, they’re often handled by different departments within a company. 

Here’s a breakdown of each: 

Internal communication

Internal communication refers to information shared within an organization, between employees, departments, and leadership. 

The main goal of internal communication is usually to keep employees informed and aligned with company objectives. Email newsletters and town hall meetings are two examples of ways a company might keep its employees up to date on the latest announcements, policies, and initiatives.

Internal communication is key in fostering a positive work environment, boosting employee morale, and promoting organization-wide collaboration. 

External communication 

In contrast, external communication is outward facing, meaning it involves interactions with customers, investors, partners, and the general public. 

A business’ approach to external communication is typically more commercial, and primarily focused on building a strong brand reputation and maintaining strong relationships. Marketing campaigns, press releases, product announcements – and even customer support – fall under the umbrella of external communication. 

Overall, the goal of external communications is usually to establish trust and brand loyalty through consistent and clear messaging across all public touchpoints. 

Benefits of using video in corporate communication

Still not convinced that video can be a powerful corporate communication tool? Check out these top benefits that come with leveraging it effectively.

Stronger audience engagement 

Videos capture attention much more effectively than text-only material. The combination of visuals, audio, and storytelling makes video content more engaging and memorable. 

In fact, a recent study found that viewers retain 95% of a video’s message compared to 10% when reading text alone. 

This makes video especially useful in corporate settings, when training and development material may have low entertainment value but high importance. 

Easily break down complex messages

Some corporate messages are easy to understand, whereas others require more explaining. Fortunately, video is a great way to break down complex information in an easily digestible way.

For example, if you’re implementing a new company-wide process, a video walkthrough will showcase how this process works much more clearly than just a detailed description. Plus, a video can serve as a living resource that your team can refer back to later on. 

Greater ability for localization and personalization 

For companies with a presence in multiple countries around the world, internal communication can be a challenge due to language barriers. 

But one of the benefits of video is its translation abilities, which allows you to localize content for audiences in virtually any language in just a click.

Use cases for corporate videos 

The great part about videos? They can be used for a variety of different purposes, both internal and external. Let’s take a closer look. 

Internal video use cases 

Internal communication is key for a business to run smoothly. Here are three ways your organization can leverage corporate videos internally: 

Company-wide announcements  

Company-wide town halls are a common forum for distributing company news and announcements. However, these types of meetings might happen once a quarter or once a month. 

When there’s company news or announcements that need to be distributed quickly and efficiently, video is the way to go. 

Training content 

Training is an ongoing process for businesses of all sizes. Training content is always evolving, especially with the implementation of new processes and procedures. 

But instead of conducting these training updates in person or via video call – which can be dull and unengaging for audiences – opting for video training content allows viewers to learn at their own pace and refer back to the video later on. 

Employee onboarding 

Think back to your very first day of work at a new job. Chances are you felt a little overwhelmed, with lots of new information thrown at you all at once. 

But videos offer an alternative solution for employee onboarding. Rather than having a new hire sit through an hours-long meeting to learn expectations, HR policies, and workflows, summarizing that information in an AI video can be much easier to digest. 

External video use cases

A strong external corporate communication strategy is key in building and maintaining a strong brand image. Video can help you do just that. 

Customer support  

Maintaining strong customer relationships is one of the most important goals of corporate communication. 

Video can enhance your customer support experience by offering clear, visual solutions to common problems, making it easier for customers to resolve issues on their own. 

This might include creating how-to videos or product demos that walk customers through troubleshooting steps or set-up processes. This way, they can receive clear solutions to their support issues without the need for extensive back-and-forth communication. 

Product demos 

Grabbing the attention of new sales leads can be a challenge. That said, short demo videos can be a great tool that helps teams showcase their product or service offerings to secure a prospect’s buy-in for a follow-up call. 

Plus, AI video tools that offer text-to-speech functionality allow you to personalize your messaging extremely quickly, without having to refilm anything. Simply update your script and generate your video. 

Investor relations 

Video presentations are a great tool for investor relations, as they allow you to present graphs, numerical data, and strategy updates in a more visual and engaging way. 

Plus, AI video tools like Colossyan allow you to turn documents like an earnings report into a video in seconds. 

With Colossyan’s document-to-video feature, all you need to do is upload your document, select a template, and in less than 60 seconds, you’ll have a video draft explaining your document ready – complete with images, AI avatars, and a voiceover. 

How to create corporate videos 

You might be thinking – videos sound like a great corporate communication method, but they’re expensive and tedious to produce. 

And if you opt for a traditional approach to video content, then you might be right. 

But, with AI video, you can create a studio-quality video in the same time it takes to create a PowerPoint. With AI actors and voice overs, you won’t need any equipment either. 

Here’s a quick walkthrough of how you might create a corporate video using Colossyan, our AI video platform specifically designed to create workplace content: 

1. Start with a template

Colossyan offers dozens of ready-to-use templates to help you get your video projects off the ground quickly. 

To get started, simply select one with your preferred design – or preferred use case – and get started. 

Or, alternatively, you can use Colossyan’s document to video feature to transform articles to videos in seconds. 

2. Add your video script 

If you’ve started from a template, your video will already feature AI avatars. The next step is determining what you want your avatars to say. 

After you write your script, simply add your dialogue to the script box, and your AI avatar will do the rest. 

Colossyan also offers an AI script assistant, which can be used to correct grammar, shorten your script, change the tone, or brainstorm content. 

3. Customize your video elements 

Colossyan offers multiple different ways you can customize your video elements to best suit your video’s message. 

Here are a few Colossyan features you can customize to your needs: 

• AI avatars: Colossyan offers a range of 150+ AI avatars of all different ethnicities, ages, and professions. Feature any of these avatars as your video host, or create a custom avatar of yourself or a brand representative. 
• Languages: Automatically translate your videos into more than 70 languages using Colossyan, allowing you to expand your viewership – without having to manually recreate any content. 
• Voices and dialects: Wanting a voiceover with an older voice? What about one with a British accent? Colossyan offers hundreds of different voice and dialect options that best suit your needs. 
• Images and media: Customize your videos by uploading relevant images, or use Colossyan’s AI image generator to create new images from scratch. Colossyan also allows you to add screen recordings into your video content. 

4. Generate your video 

Once you’ve decided on your video design, script, and have added all the custom bells and whistles, it’s time to generate your video. 

Once your generation is finished, your video is complete and ready to be shared to your audience. 

Here’s an example of a sales training video created using Colossyan: 

Curious to try Colossyan for yourself? Take advantage of our 14-day free trial to see it for yourself, or schedule a time with our team of experts to learn more.