Building a Video Communication Strategy

Although the technology has been available for many years, most offices didn’t take advantage of video communication until the beginning of the pandemic. Now it’s an expected and crucial aspect of any business’s communication strategy. Because of video’s ability to keep people connected while they work from home, the widespread remote work “experiment” has been a success on many levels and has ultimately helped save millions of jobs during one of our toughest recessions.

The Benefits

Video communication works well in workplace because of its visual component. Humans respond to visual images with greater interest and emotion. For example, a social media post that contains video is much more likely to gain traction than a post without any visuals. In the case of remote work, video calls provide coworkers a unique way to see each other’s faces while they speak to one another. And for those of you in leadership positions, video messages can help you remain visible to your employees.

Video Fatigue

Although video helps promote engagement, it can also cause exhaustion and information overload when used in excess. Zoom fatigue is very real and often happens when employees attend back-to-back video meetings. Video calls often burden users with the obligation of constantly looking at their screens. If we’re speaking with more than one person, we often have several faces onscreen demanding our attention, a situation that often creates overstimulation and ultimately burnout. One temporary solution is to use regular phone calls during certain meetings. A phone call gives everyone the freedom to walk around and stretch, as well as provides a break from screens.

Use in Moderation

The amount of information we receive from video communication has allowed businesses to thrive during the pandemic. For the staffing industry in particular, video calls have allowed recruiters to meet candidates face-to-face while in-person interviews were put on hold. Video is also a great way of engaging employees and clients alike. But like most good things, moderation is key. Too much video will overload consumers with information, much like a website page covered in advertisements. To properly engage your audience (whether your “audience” is a coworker, a client, or an employee), remember to pick and choose where to use video communication with care. The proper amount of video will pull in your audience’s interest and keep them focused on your message.