Employee Generated Video
While your marketing team is familiar with video marketing, Employee Generated Video (EGV) may be a new concept. This new form of content is a fresh and easy way to create videos for both internal communications and external marketing.
It’s easier than ever to record high-quality video on a SmartPhone and now, with the popularity of InstaStories, Facebook Live and SnapChat, the employees at your company are likely already comfortable shooting and sharing videos.
User Generated Video is already on the rise but Employee Generated Video is a great way for brands to amp up engagement both internally and externally.
So, what is Employee Generated Video?
The concept is simple. Employee Generated Video is a form of content that incorporates video footage shot by employees at a company.
While CEOs may have commonly used video as a form of communication and marketing in the past, employee generated video production happens via everyday employees.
Employees can shoot footage using their own smartphones or you can provide them with the necessary gear to record themselves. Either way, the goal is to have video content that is shot by a brand’s own employees.
For BostInno‘s Coolest Company competition, Wistia had their employees submit footage about who they are outside of work. EditMate cut together the video to create a social video promoting BostInnos’s BostonFest event.
Why create employee generated video content?
There is a level of knowledge and candid camaraderie between employees that is hard for a C-Suite team member to achieve because of the differences in roles.
Therefore, within the workplace, employee generated videos can be used extremely effectively for things like:
- Training processes
- Experience sharing
- Tutorials on work projects
- Educating each other
- Building employee relationships
When average employees provide information and insight, other employees are more likely to pay attention and be able to truly relate to what they have to say. Videos can be shared via internal communication platforms or even easily via email with links that direct to private videos on Vimeo or YouTube.
During Fonterra‘s internal accelerator program Disrupt, the Food Connects team documented their journey of leaving their day jobs to actively pursue an innovative business idea. EditMate edited the behind the scenes footage and Fonterra used this video to educate their 22,000 other employees about the accelerator program and what the Food Connects team has been up to.
How can a company use EGV content in consumer marketing?
Most consumers will identify with the average employee more so than they would a company CEO. Employee generated videos read as authentic so if one pops up in their social media news feed they’ll be more likely to pay attention, feel empathy, and relate to the content in the video.
Since building a strong connection with consumers depends on building a sense of familiarity, utilizing EGV in marketing strategies is always a good idea.
To reach consumers, the Indexed marketing team shot behind the scenes footage at a photo shoot to show off the newest products on their website. EditMate cut this video for Indexed to share with their followers on Instagram.
What is the best way to implement Employee Generated Video as part of your marketing plan?
Whether you want EGV as part of your internal communications strategy for team building/training or you want to use EGV as a way to connect with consumers, there are a few basic steps to follow:
1. Create a goal. What is it you want to achieve with the video content? From there, create a list of videos ideas that you think would make sense for your company to create to reach that goal. Some of the best Employee Generated Videos we’ve worked on for brands include tutorials, event videos, behind-the-scenes looks, company announcements and videos that explain the perks of working at a particular company.
2. Propose the idea to your employees. Find out how many would be willing to participate in producing a video. You’ll be surprised how many people on your team have a personal interest in video or don’t mind being in front of the camera.
3. Make it possible for employees to have the time to generate videos. Even though making a video may not be part of their normal role, this new task is work related, so employees will need to be able to do this on the clock. Make sure you make it possible for them to incorporate video recording into their normal work hours.
4. Provide the necessary tools and resources. Most people have a SmartPhone they can use to shoot but supplementing with a few simple, inexpensive tools (like a tripod, stabiliser or external mic) can greatly improve the quality of the video. Additionally, using a service like EditMate will ensure that the footage is professionally edited, polished and worth sharing. This also takes the pressure of employees of having to figure out the much more difficult (and time-consuming) task of how to edit a great video. Leave it to the pros!
The International Travel College of New Zealand captures footage of their own Marketing Manager Mel to give a genuine, authentic voice to their brand and reach potential new students in Facebook video ads.
With a little planning and employee participation, you can easily add employee generated video as a new type of content for your internal communications and marketing strategies.
Brainstorm a plan today and discover this brilliant, accessible form of content and communication.
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