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You could dismiss it as a website for attention-deprived youngsters with an interest in strange cats, but YouTube, and other video sharing providers like it, have the potential to change the way you communicate. YouTube issue is about far more than producing publicity. As impressive – and destructive - as viral video can be, it is its impression on inside communicators, and the best way organisations operate, that basically interests us.

For communicators with deep sufficient pockets, video has been a a lot loved channel since the mid 1990s. Those organisations lucky sufficient to have the technological infrastructure, and with a sufficiently big team and budget, have used video as an integral a part of their communication combine - to bring corporate messages to life, to broadcast time-sensitive information to all employees, to succeed in people in remote locations, and to usually increase the impression of their communications.

Whilst its power as a communication tool cannot be denied, video has remained out of reach for many of us– a medium that is just too costly and too time consuming for the majority of internal communicators to consider using as a core channel. But all that has changed.

The boundaries to video manufacturing and broadcast have now all however disappeared. Businesses of all sizes now possess the know-how to stream video direct to employee’s desktops via their intranets. No longer do we have now to depend on expensive business TV satellite tv for pc networks or on distributing content material on VHS cassette or DVD in the vague hope that staff will make an effort to view them.

Furthermore, the YouTube factor signifies that your video manufacturing no longer needs to be of Scorsese normal – so long as it’s interesting, relevant and authentic, ‘home grown’ will do. As many podcasters have already discovered out, content is more important than presentation – if you have something to say that is relevant and genuinely interesting then listeners will tune in. The same goes for internal communications.

When it involves capturing content, decent quality digital video cameras can now be bought for a couple of hundred quid, making them cheap enough for even essentially the most budget-restricted teams. You might well want to use a video production house to shoot further content and to edit your video, but remember that on the earth of YouTube, it’s authenticity that counts. As marketers at the moment are finding out to their peril, content that is over produced is more and more greeted with caution.

The identical principle applies internally - staff will respond way more favorably to a CEO’s sincere unscripted evaluation of an organisation’s performance shot by a member of the comms workforce on a handicam, than to a glitzy professionally-filmed and closely scripted TV-standard video. The same rationale underlines the role of face-to-face inside organisations – the more ‘real’ and ‘unfiltered’ communication is, the more credible it typically is.

With trust inside many organisations at rock-bottom, it is those leaders and communicators who learn how to apply social media techniques internally that will likely be rewarded with higher levels of belief and, ultimately, improved performance.

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