Turning Connection into Action with Corporate Video

Emotional connection is the big difference between videos that simply share information and those that evoke action. In certain situations, it doesn’t matter how you deliver the message—if you’re announcing something like bonuses or layoffs, viewers will hang on every word. But if you want them to do more than listen—if you want them to act—your audience needs to feel a connection with you.

Your company is looking to invest in video for one reason—to solve a problem. Maybe you’re looking to fund a campaign, recruit the best talent, or share exciting plans for the future. No matter what outcome you’re trying to reach, video might be the solution for you.

Video Will Reach Your Audience and Beyond

The first major step in achieving your corporate communications goals is to reach the right people. Pinpointing your audience accomplishes a few initial factors of your video. To start, ask yourself:

“Who is my audience? What do I want that audience to think, do, feel, say, buy, or buy into when they hear my message?”

First, whether your audience is internal or external determines how you will share your video. Internal audiences might be reached through a town hall presentation or an intranet website. External audiences can find your videos through social media, your public website, or an email marketing list. The shareable nature of video can even allow your message to reach further audiences.

Second, you’ll need to understand how your audience will be receiving your message. If you’re communicating a personal message, your video might take a human-centered approach. You can share personal anecdotes from key storytellers. Well-chosen music can reinforce the emotional journey of these stories. On the other hand, a logistical message may be best told through simplifying graphics and visuals to reinforce data.

Lastly, you might consider if there are any significant production elements that can enhance your audience’s connection with the message. Does your message make the most sense shared by your suit-clad CEO in his corner office, or by employees on the ground? Are there certain speakers that best represent your message?

Connection is the Catalyst for Action

Humans are social creatures. We need to connect with others and feel that we’re part of a tribe. We make sense of life and the world around us through the connections we make and the stories we tell. So, storytelling is at the heart of any effective video.

Getting your audience to understand your message is incredibly important, but understanding alone does not trigger action. Emotions lead people to action. This is where storytelling can help you take your videos to the next level.

Executives Are Agents for Change

Now, most CEOs aren’t movie stars, let alone comfortable on camera. But representing your company well on video can be a powerful way to connect with your audience.

Your video communications can help you earn influence, but to bond with your audience, you need to take off the corporate mask. You have to let viewers see the vulnerable, human person behind your message. This is the game changer when it comes to making an effective video.

It doesn’t matter whether you’re a millennial who is used to having the iPhone camera pointed at you or a baby boomer who feels uncomfortable in front of the lens. The big goal is to reveal who you really are.

A leader who connects with his or her audience—whether on-screen or off—has the potential to drive real progress. The first step in earning influence is for executives to let people know who they are, that they’re trustworthy, they care about their people, and they have what it takes to lead their teams to success. Your people simply won’t follow you if they don’t believe in you.

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“It’s one thing to understand the role of video in business communication, it’s another to know how to use video to solve actual business problems. Vern Oakley gets that.”


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