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The use of video in communication strategies is growing. There are good reasons for this : 76% of companies that have used video in the past 12 months report a direct impact on their business. And according to Adweek, more than 60% plan to increase their investment in video next year.
A study by Cisco also shows that video will account for more than 80% of internet traffic in 2020, i.e. next year (versus 75% in 2018). That’s 95 times what it was in 2005!


1/ Identify your goals to integrate video into your communication strategy
2/ Videos and motion design : be creative for video in your communication strategy !
3/ LinkedIn, YouTube or Blog : where to post your videos ?
4/ Analyze and optimize the performance of your videos

1/ Identify your goals to integrate video into your communication strategy

Think about what you want to accomplish with your videos and the actions you want the viewer to take. A clear understanding of your goals will help inform the type of content you create and will be the best way to track its success. Examples of objectives include:

  • Establish expert status
  • Attract talent
  • Explain the use of the product
  • Introduce the company
  • Film customer testimonials
  • Educate, inspire, distract


During this stage, it is important to determine which performance indicators will be :

  • Click Through Rate
  • Number of shares on networks
  • Number of interactions (like, comment)
  • Number of video views
  • Number of new prospects identified

There are different tools to track the impact of video like Google Analytics, Google tag manager and Wistia

2/ Videos and motion design : be creative for video in your communication strategy !

Think about the visual and special effects possibilities of video. Consider incorporating motion design effects to animate your video. Because if the video facilitates the attention of the user in relation to a text, you must ensure to maintain a dynamic rhythm
Let’s take as an example the second objective mentioned earlier: you want, thanks to your video, to attract the best talent.
As you develop ideas for your video to achieve this goal, think about what makes your business special and the positions you want to promote. Do you have an outstanding mentorship program that helps young talent reach their potential ?
Do you offer home office? Make sure you define what makes working at home special. Using the video, you can amplify these points.
Here are some examples. You can film:
A video of a guided tour of the office
An employee takes the spectators behind the scenes of the company and shows the creation of a product or the design of a service. You could highlight some of the cultural aspects of the company such as collaborative work, autonomy, teamwork…
Highlight a position to be filled through video
Make a video about a specific position, explaining what it is and why it is important to the company.
Share a win of the week in video
Present an achievement, large or small, a major contract that the company wins, or a team effort that allows a project to be completed earlier than expected.

3/ LinkedIn, YouTube or Blog : where to post your videos ?

After imagining and creating your video content, it’s time to publish it. Your choice of when and where to share your content will impact its success.
You may want to align the timing with a media push, company announcement or current event. If you start a weekly or monthly video series, be sure to stick to the schedule as your audience will begin to anticipate new content from you. Finally, meet your audience where they are, whether on social media, by email or on a website.
Here are a few places to share your videos:

  • Social media networks such as LinkedIn, Facebook, Instagram and Twitter
  • Website
  • Corporate blog or partner blog
  • YouTube or Vimeo
  • Email campaigns
  • Link in electronic signatures

These different publication channels are not mutually exclusive. You are likely to use several of them.
You can even use a channel to bring your audience to another platform, such as your website. I recently used this tactic with a client who was adding video to his communication strategy.
For example, you can post a short video of a customer testimonial on Facebook and invite to see the full video on your site. So you’re going to look for your customers where they are, and you’re going to encourage them to come to your site.

4/ analyze and optimize the performance of your videos

Analyzing the results of the videos that have been published is an indispensable step. The analysis tools make it possible to show the videos that generated interest, commitment and those that remained more Continue to evolve by repeating steps 1-4. Video is a powerful way to convey your brand’s key messages and a useful tool to achieve your goals. Try it out and see how it can strengthen your marketing communication strategy.confidential. Simply put, do more of what works and less of what doesn’t.