Video content is everywhere—from newsrooms and social media feeds to the bright lights of Times Square advertisements—and now it’s becoming a staple in the workplace. Initially popularized during the pandemic as knowledge workers were forced into remote setups, video has since become equally essential in hybrid and fully in-office environments alike.
But it seems the desire to consume content via video is greater than it is to produce it. According to TechSmith’s 2024 Viewer Trends Report, which surveyed 1,000 people globally on their engagement and preferences for instructional video, 90% of employees would like to see the same or more video content at work, yet only 19% of survey respondents had attempted to create a video themselves in the past year. Here are some of the best strategies to encourage video-shy employees to become active producers across the organization.
Expressing the Inclusive Benefits
Empowering employees to create and utilize video content for communication fosters a more inclusive workplace and offers a range of positive benefits. For diverse teams across time zones and schedules, asynchronous internal video communication is a valuable asset.
Video allows employees to engage with content at their own pace, whether that means speeding up slower sections, slowing down fast speakers, skipping familiar information, or replaying parts that need clarification, all without disrupting the flow of a live conversation. It also supports flexible learning schedules: some people process information best in the morning, while others retain it better in the afternoon. Pre-recorded videos give employees the freedom to access information at times that work best for them.
Video-based asynchronous meetings can also further streamline workflows by reducing the need for post-meeting follow-ups and instead introducing a ‘flipped approach.’ Employees can watch pre-recorded content in advance and then join live sessions focused on questions and insights, saving time and enhancing collaboration across the workplace. Helping employees understand the organizational benefits of video sharing can elevate their desire to create content.
Quieting the “Intimidation Factor” of Workplace Video
While the benefits of instructional or informational video content in the workplace can be well understood, the prospect of seeing oneself on camera, much less recording oneself, is a common roadblock in normalizing asynchronous video sharing in the workplace.
In our daily lives, instructional and informational video content often involves high production values. However, internal workplace communications don’t require such elaborate setups. Just as speakers may stumble during live presentations, employees should be made to feel comfortable doing the same in recorded videos. The more that workers understand that their videos do not need to be “polished and produced” as much as they just need to be a ‘raw recording’, the more likely they are to get involved with video creation. This approach can be especially reassuring if video communication is new to the whole company.
Moreover, employees don’t always need to be on camera. They can start by briefly turning the camera on for an introduction, switching it off during the presentation or screen share, and then turning it back on for a quick closing. In some cases, such as recording a quick training video, being on camera isn’t needed at all. To promote a more authentic approach to video sharing and alleviate pressure, it’s essential for C-suite members to lead by example. Employees are unlikely to believe they can follow suit until they see their superiors doing it.
It’s crucial for company leaders to establish a supportive environment and set clear expectations around video communication so employees understand how and when it makes sense to use these tools in a workplace setting.
Building a Video-Based Culture by Rewriting Habits
A significant reason why employees have trouble recording and sharing video content in the workplace is because of old habits. People often feel that the only way to exchange information in a workplace is with (in-person) meetings. Sometimes that’s true, but often there’s a better way.
Companies can encourage employees to implement asynchronous video communications in the workplace in a variety of ways. Managers can lead the charge by sharing their own low-fi video updates, showcasing that authenticity and clear messaging hold greater value than perfection. Additionally, they can inspire employees to create and share videos with their peers and teams before broadcasting them company-wide. By gradually integrating video into communications and replacing certain messages with video content, organizations can cultivate a more dynamic and engaging workplace culture. For instance, in July 2022, we initiated an “Async-First Communication Month” for our 300+ employees, emphasizing that not every interaction needed to be a meeting. During this month, non-critical meetings were replaced with asynchronous communication, including video share-outs for explaining more complex ideas. This initiative resulted in a heightened sense of productivity and a greater appreciation for the importance of meetings.
In a diverse workforce with varied learning styles and work preferences, asynchronous video communication has become invaluable. While the vast majority of employees appreciate watching video content, they are reluctant to produce the content themselves. By promoting unpolished, approachable videos, organizations can inspire employees to embrace video as an integral part of the future workplace.
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