The ROI of video for

Internal Communications

April 12, 2023In VideoBy Stef Prein16 Minutes

Most people think of video as a tool for marketing and customer acquisition. And while that is definitely true, video can be just as effective – if not more so – for internal communications within your company.

In today’s business landscape, most companies have a hybrid workspace, where employees can work where ever they want. This can make internal and leadership communication much more challenging.HR departments face similar issues when it comes to onboarding, training and employee retention.

In this blog post, we will discuss the ROI of video for internal communications and how your department can benefit from using it.


The ROI of video for internal communications can be seen in several different ways. First, video is a very engaging medium that can capture attention and hold it for long periods of time. This is important when you are trying to communicate complex or sensitive topics to your employees. Video also allows you to deliver a consistent message across multiple channels – whether that is through an email, on your company’s intranet, or communication tools like Slack and Teams. This consistent delivery of information can help to ensure that everyone is on the same page and receiving the same message.

Another way to view the ROI of video for internal communications is through employee engagement. Video has been shown to increase employee engagement and motivation. When employees are more engaged, they are more productive and more likely to stick around at your company. This increased productivity and employee retention can lead to higher profits for your company and a decrease in turnover.

The ROI of video for internal communications can also be seen in the way that it can help to improve communication between employees and management. Video can make a message more personal and add the right emotion to it. Receiving a message from leadership as text, for example through email, can come across as cold. Through video an executive can deliver that same message and add emotion, use pauses at the right time and potentially show what they are talking about. Delivering a message this way will make it much more engaging.


The hybrid workspace can present a challenge for HR departments when it comes to onboarding, training and employee retention. In a traditional office setting, HR can easily bring new employees into the office and give them a tour, introduce them to their coworkers, and get them started on their training. But in a hybrid workspace, where employees can work from anywhere, this is not always possible. Video can bridge that gap by allowing HR to deliver onboarding and training materials remotely. This can also help to save time and money, as employees will not have to travel in order to receive training, creating a win-win situation.


Video can be a very effective tool for onboarding new employees. It can help to introduce them to the company culture, give them an overview of the company’s history and goals, and teach them about the products and services that the company offers. At the same time this video content can be used to carry your company’s brand and values. That enables you to make new hires aware of your company’s purpose and culture from day one.


Employees can benefit from video training in a number of ways. Video allows employees to learn at their own pace. They can watch the videos as many times as they need in order to understand the concepts.

Video helps employees to retain the information that they have learned. By now pretty famous research (from Insivia) has shown that people remember 95% of information from a video they watched vs. only 10% from text they read. It also provides employees with a visual representation of the material that they are learning. This can be especially helpful when learning about new products or services.

By adding an “interactive layer” on your video training you add extra “layer” of engagement. Interactive video triggers viewers to actively process and think about what they learned, which will enhance the learning experience. You can insert questions during the video, or quiz the viewer at a certain point during the training.


In today’s digital age, video has become one of the most important tools for businesses when it comes to recruitment. By using video, businesses can create a “virtual job fair” that allows potential candidates to learn more about the company and the job openings that are available. Video can also be used to introduce potential candidates to the company culture and to show them what it is like to work at the company. This can help to distinguish your company from others and to attract top talent.

Video is also a great way to keep candidates updated on the status of their application. By sending a personal video message, you can give them feedback on their interview or tell them that they have been selected for the next stage of the process. This helps to create a better candidate experience and can increase the chances of making a successful hire.

Employee retention

Video communication tools, like Zoom, can play a big role in employee retention. When employees feel more connected to their company and their coworkers, they are less likely to leave. Tools like Zoom can help to improve communication and build trust between employees and management. They can also help to create a sense of community among employees. This is especially helpful in a hybrid workspace, where employees may not have the opportunity to interact with one another in person.

Internal communications

Not only HR departments, but internal communications can benefit greatly from video too. When your company has a hybrid workforce, communicating to all, or just the right employees can be difficult. You need to find the right platform and use it in the most efficient way. You may want to post pre-recorded messages or go live depending on your company’s culture. But either way, you’re likely to find that video is the best way to communicate with employees. Video allows you to be more personal and engaging than email or text ever could.

Boost engagement

When used effectively, video can help employees feel more connected to their company and its goals. Video can also be used to share important information in a more engaging and visually stimulating way. In addition, video can help to build relationships and trust between employees and managers. When used wisely, video can be an invaluable tool for engagement.

Human touch

Video’s ability to add a human touch and build connections between employees has already made it a popular tool for internal communications. In today’s world, many people are used to communicating through text and email, which can often feel cold and impersonal. Video provides a way to bridge this gap, and it can be used for everything from company updates to training materials. In addition, video is a great way to show employees how much you value their work and to help build a sense of community within the organization.

Save time

video provides an efficient way for leadership to communicate with all employees at once. In-person meetings can be time-consuming and may not be necessary for every situation. video can be used to communicate announcements, updates, and changes to the entire company quickly and easily. Additionally, video eliminates the need for travel, which can save time and money. It also cuts scheduling time and efforts, which result in even more savings.

Leadership communication

Video is an increasingly popular tool for leadership communication. It has a number of advantages over other forms of communication, such as its ability to reach a large audience at once, or to tailor different messages to different groups. video is also a very effective way to communicate with (or to) employees, who are often more engaged with video content than with text or audio. Video can be used to deliver speeches, presentations, and training materials, and can also be used for more informal forms of communication, such as interviews and Q&As.

Even the executive team prefers watching a video over reading text. Research by Forbes Insights has shown that 59% of executives prefers video over text.

As for all use if video in internal communications goes: it helps make the communicator more human. Especially in large companies, where most employees don’t interact with high level leadership, video can help give that leadership a face and make the executive level team more human.

Measuring video ROI

Saying that video has a great ROI for internal communications departments is great, but how do you measure the ROI of video? There are a number of different factors that can influence the ROI of video, including the production value of the video, the distribution strategy, and the effectiveness of the video in delivering its message. To get a true sense of the ROI of video, it’s important to look at all of these factors holistically.

Additionally, there are a number of different metrics that can be used to measure ROI, including reach, engagement, and conversion rates. By taking a comprehensive approach to measuring ROI, organizations can get a clear picture of the impact video is having on their internal communications. There are two ways to measure video ROI: using quantitative and qualitative metrics. Let’s look into both in a little more detail.

Qualitative video ROI

Measuring qualitative video ROI is simple: look at all the numbers. Look at impressions, play rates, engagement, how many leads were generated, CTA clicks and how much time and money was saved in the process. The amount of time and money saved may be a bit harder to calculate, but it is not impossible. All the other data can be found in the video player platform’s statistics.

A video platform like Wistia really helps collecting data of all video content that is created and shared within the company. It can easily visualize the data, show trends, or filter data to get a more detailed look.

Quantitative video ROI

Quantitative video ROI is a lot harder to measure and a lot more work. It is something that works best if looked at over a longer period of time. Brand sentiment is one metric that can be used to measure quantitative ROI. Tracking conversations around your video is generally the best way. Your marketing department would use social media for this. And your communications department can use data taken from messaging platforms like Slack and Teams to measure brand sentiment.

You can also look at how your video is helping your employees understand what is being communicated. The easiest way to do this is to ask for feedback about the video. This can be done by adding a short questionnaire at the end of the video.

The best way to keep track of quantitative video ROI is using a dashboard to collect and measure messaging and feedback data. A dashboard will help collect and conserve the data and enable you to create a clear overview of conversations about your communications efforts.


Video has quickly become one of the most popular forms of communication, and for good reason. It’s an incredibly effective way to deliver a message. Not only is it more engaging than text or audio, but it can also be used to create a more human connection with employees. And thanks to advances in technology, measuring the ROI of video is easier than ever before. By looking at both quantitative and qualitative data, organizations can get a clear picture of how video is impacting their internal communications.