5 minute read
How video can support digital transformation and internal buy-in
When launching new digital solutions, getting your internal communications right is key for internal buy-in and product success.
Here, we explain why video is such a useful tool to use throughout this process, and what to prioritise when creating yours.
by Graphite Digital
14 February 24
14 February 24
When rolling out new digital products or strategies, your internal launch is just as important for its long-term success as your public launch to customers. The way you communicate about your digital initiatives and educate internal teams about why and how they should get on board with them will be key.
Video is a particularly effective tool to use — allowing you to convey lots of information and demonstrate real-life examples visually in a short length of time. Here, we’ll explain how video can support your internal launches, and what steps are involved in the process.
When and why is video helpful?
Change within an organisation can be challenging for many people, especially when it comes to the digital platforms and tools that we rely on day to day. It can take a long time to get comfortable using them, so being told you’re going to have to relearn how to use a brand-new solution can cause worry and frustration.
Gain buy-in and spark excitement
When launching new platforms it’s crucial to get your internal communications right so you can alleviate concerns, convey the benefits, and gain internal buy-in. Video is a great tool for doing this, helping your teams to get excited about new concepts and products. It’s a visually rich and engaging way of presenting new information and concepts, without overwhelming your audience with lots of documentation and long-form content.
Consistent internal understanding
When dealing with large or distributed teams, such as within pharma organisations, using video for internal communications and training can ensure consistency and accuracy. Everyone’s getting the same key messages delivered as they were originally intended — rather than evolving as they’re passed down through chains of command or from team to team. This leads to a standardised internal understanding and alignment across teams.
Training and explaining
Video can also be particularly helpful for training teams on how to use new digital products and platforms. By creating quick training videos for particular features or tasks, you can demonstrate how to use the product in a live environment so people can easily understand it. It’s also more efficient and cost-effective to have a library of ready-made training videos that can be referred back to whenever needed, rather than having to provide ongoing one-to-one guidance.
Creative concepts should have creative communications
Finally, if you’re communicating a creative digital concept, it should be done in an equally creative way. Whether a new website, platform, app, content hub, brand identity or design system, the best way to present its benefits is with a visual expression and representation of this — using screenshots, animated demos, footage of users engaging with it, and so on. This will bring your project or product to life and make it tangible for people who may not have used it themselves yet.
What are the stages involved?
Planning & set-up: Align with all involved stakeholders to discuss the concept, use case, look and feel, script content and any other requests for the final video.
Scriptwriting: A script is written to cover what will be said in the video, either as text on screen or a voice-over. The script will be shared with the relevant team members for input, refinement and approval.
Storyboarding: An animated mock-up of the storyboard is created, and all visual assets and files to be included in the final edit are sourced and adapted as required.
Music and sound: Appropriate soundtrack and any other audio content, such as voiceovers, are sourced and added to the video.
Editing: Video editing gets underway with a specialist video production team. Custom animations and graphics are created as needed.
Delivery: A draft film is shared for feedback, approval and refinements, before the final film is delivered and ready to use.
Tips for success
How can you make sure that your video delivers the desired results? Here are 3 things to remember.
Engagement is key
You need to capture the attention and maintain interest throughout the video to ensure your key messages come across clearly. Find the right balance between providing enough information to build understanding, without overwhelming. Think about how the visuals, text, soundtrack and general pace of your video come together to leave a lasting impression.
Tell a story
It’s important to think carefully about the narrative of your video. Telling your audience a story, or embracing classic narrative devices — such as a beginning-middle-end, or problem-challenge-solution — will provide structure and bring your viewers on a journey with you.
What did the previous digital experience look like? What brought about this change? What are the benefits of the new solution? How will it make people’s lives easier? What does the future now look like in this context?
Quality
Invest in quality video production for a professional feel and to enhance the impact of the messages being delivered. If your video is badly produced and feels clunky and unprofessional, viewers will take away the same impression of the digital solution you’re trying to promote.
How can video support your internal digital launches?
We often support our pharma and healthcare clients by producing motion graphics videos to support the socialisation of new digital solutions that we have created for them.
These might be promotional assets to support internal launch campaigns, or videos to be used for training teams and explaining processes and concepts, like the rollout of a new design system, for example.
If you’re looking for a partner who can help you at every stage of your digital transformation journey, get in touch.
