One of the most important aspects of managing and leading change is gaining and keeping your stakeholders’ attention. Every day your audience is bombarded with a ton of information in one form or another.

Your message needs to stand out.

Video can make a big difference to your change management. Here’s why:

1. Videos are shared 12 x more than links or text
You want your stakeholders to be excited about the change. With a great video you can inform, educate, and create some buzz all at once. What better way to spread the word within the organisation than staff sharing your video?

2. Senior Executives are 83% more likely to watch a video than read a report
Getting senior management on board is crucial to successful organisational change. Video engages them more easily and in turn generates commitment to the project. Once managers are dedicated to the cause they are more likely to actualise the change through their leadership.

3. The average internet user spends twice as long on a website with video
People love to watch videos and they retain much more of what they see and hear than what they read. Video gives you possibilities that other forms of communication just don’t offer. For example, you can show actual staff sharing about their change and adoption journey. You can use eye catching graphics to explain complex ideas, and feature experts who give credibility to your message.

4. It is forecast that video will be 74% of all internet traffic by 2017
This shows how important using video has become. Change Managers who are not using video to engage their stakeholders are missing out on vital connections. People want to have a positive experience (or “moment” as Google now calls it) and video gives them a feeling of inclusion.

5. 93% of marketers use video
Let’s face it, good change management is often about effective marketing. You need to connect with your audience whilst sharing your key messages. People trust real people talking to them directly. This makes video a powerful change management tool.
A well produced video can help you tell an engaging story and take your people where you want them to be. You can quickly reach hundreds, or even thousands of stakeholders in your world with a clear, consistent and enjoyable message.

What’s your experience using video in change projects? We’d love to hear your thoughts in the comments below.

Joe Hughes

Joe Hughes

Founded Magpie Creative in 2014 after a long career as an IT Project Manager, including working on several large change programs. Magpie Creative specialises in creating engaging videos focussed on helping organisations implement change.