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  • Writer's pictureCiaran Farrelly


*This post has been edited for context. It was originally published on*

An effective video communications strategy can improve business efficiency & drive sales, engagement and customer satisfaction. A poorly thought out strategy can be a sink hole for time and resources. Here’s our top tips for building a video communications strategy.

1. Breakdown your audience segments. A comprehensive video communications strategy will have many precise segments and understanding how these are broken down and relate to each other will help you deliver your key message to the people who need to hear it.

2. Be aware of what the function of each communication is, what story are you telling. Knowing who you’re talking to, and what you’re talking to them about is basic building blocks of a video communications strategy.

3. Standardise your messaging by aligning it with a plan & objectives. All created content should have a clear message and is a piece of the jigsaw puzzle that is your video communications plan. If it doesn’t fit the plan or meet your objectives, don’t waste your time on it.

4. Create a list of story formats. It’s important to keep your video strategy evolving & ensuring you have a variety of formats will help keep your videos relevant. Don’t be afraid to explore new story formats, indeed using story formats from popular culture & bending them to your purpose is a great way to discover engaging new ways of telling your story.

5. Use standard processes for content creation to generate regular content efficiently. With a complete video communications strategy, your business will be generating video content on many different levels. It is important the processes for these different levels reflect the objective of the communication. A short, low budget internal communications video should be quick & easy to make and distribute.

6. By cross referencing lists of Messages vs Story Formats vs Audience you can easily begin to create captivating, targeted communications. Coming up with long lists of videos for your communications strategy can seem daunting. By matching messages against story formats and audiences, you can quickly generate a long list of possible videos. From there you can see which ones best fit into your communications plan & objectives.

7. Create a publishing calendar. A detailed video communications strategy will involve having a calendar which allows you to visually map your resources against the the published product. It should allow a consistent work flow that doesn’t ebb and flow but remains constant.

8. Assign responsibility for video at different levels based on budget, scope & complexity of the brief. It’s well known that senior buy in is essential for a video communications strategy to work, but once established, responsibility should be assigned on a per communication basis. Use budget, scope, complexity & target audience to determine what videos need senior approval. This will allow a free flowing stream of communication at all levels, and for all departments.

9. Use cross function data to help drive engagement. Beyond views, it is important to understand deeper metrics regarding video. With current video platforms you can measure play/pausing, length of viewing, attention paid to the video & more. And as with all data, you should think about what you need to do with this information once you have it.

10. Determine what success looks like before you begin. Even if you are unsure, assign values & targets that you can strive for, they can always be reviewed later. Different videos will serve different functions so success for one video may be completely different to success for another video.


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