Thinking Digitally

Sep 13, 2022 | Video Communication
Chandan Jadhav

Significance of Videos being used as voice of the organization for Internal & External audiences

Consumption of Video content is growing across all platforms and Organizations are moving towards videos to communicate, with internal and external stake holders to achieve their training goals. The significant shift from instructor-led internal training to training videos is due to the benefits training videos hold over Instructor-led training.

Instructor-led training has certain limitations like:

  • Non-availability of the instructor
  • Inconsistency among instructors
  • Travel constraints
  • Non-availability of participants
  • Limited adaptation of information & its implementation
  • Not Flexible for the audience

Videos for internal training provides benefits in the form of time, flexibility, Increased effectiveness, better reach, reduction in overall cost incurred, and improved knowledge transfer & its usage. The trend shift shows that the companies are increasing their resources to achieve this, and many companies are outsourcing this requirement to video service providers.

The blog addresses the major aspects related to Video usage such as Flexibility, Quality, Addressing Challenges, Effectiveness, and Engagement in an Organization.


Videos in general provide the user flexibility that addresses time and location constraints. Adaptation of videos can be flexible & beneficial in achieving the delivery of a complex message in a challenging situation, the message can be delivered in a simple and comprehendible format that can cater to a wide spectrum of audiences.

An example of the above statement can be addressed by considering the situation of a company coming up with a new product. The product will be a success in the market only if all the stakeholders in the ecosystem all in sync with the product features, benefits, TG, positioning, addressing competition and the strategy to earn market share. Ideally while everyone is called for the launch event, but the if the company were to make a series training video on all the aspects required to tackle the market, the entire sales and distribution team would be well prepared to handle the market, and more over the videos can made available in smaller file sizes, so that they can carry them on their smart phones.

Another example could be the digitization of an organization.

While most transformations come with hand holding and trainings in person for key personnel who will implement & manage the digitization, it comes flexibility & information retention challenges if delivered through an instructor. Instructor-led training occurs at a designated time and location, deciding the time and location which ensures maximum participation is a constraint of its own, and even after the decision the probability of participant's attendance would not be as per the initial prediction, and re-scheduling the meeting to address this would not clearly solve the root of the problem and bring upon more challenges. The next constraint is what occurs during & after the in-person training - the learning time required by attendees for interpretation and implementation of the IT Implementation, as this differs for each person and lastly, people tend to forget most parts of the instructor-led training and face challenges in re-learning the same.

All these constraints can be addressed and solved by implementing videos for the introduction digital adoption across the organization, as videos aid in flexible time and location, allows independent learning space, and revision when required for the leaner by following the learner-first approach.


The problem with Instructor-led training is that it causes the loss of message quality, as the delivery might get affected every time it is being delivered due to factors such as the interpretation of the instructor towards the message, his communication of same, replicating the consistency during every session and the final understanding of the receiver. All these challenges lead to the loss of message quality & its meaning absorbed by the receiver. Implementation of trainings through videos to deliver the same overcomes the challenges by allowing the receiver to hear & see the same content every time they watch the video, which helps them interpret the message the way it was intended to be.

Outsourcing the requirement for a training or product video requires curating and evaluating the list of training and product video service providers first, as this allows the organization to narrow down the list to a company that will be competent to deliver the requirement, as required.

Addressing Challenges

Customer facing teams play a key role in representing your organization to the customers, as they are the face and voice of the organization for the audience that it caters to. Consistent training and upskilling of this team is needed to provide a great customer experience. Training the spread-out customer facing teams is one of the key challenges faced by organizations. Implementation of videos to address this can aid in the creation of a video library that shall mitigate the setbacks by making the team understand the customers, products, and services on a better front. The creation of the library is generally achieved either by the organization or by outsourcing the requirement to an expert in training video services.


Videos provide increased effectiveness in terms of information absorption and interpretation of the message. Tracking is one other important benefit for internal & external video implementation, in terms of internal video implementation, it aids the organization track & monitor internal training and add additional modules & conduct audits periodically to upskill the internal teams, and in terms of external video implementation, it aids in tracking the market reach, views, and analytics which can be turned into insights for improved re-targeting and more audience centric information.


Movies and Plays show the human inclination & reception towards visual audio content. Humans in general, tend to prefer visual + audio for better engagement over a subject, after all the world which we see and perceive through our eyes is in the 3D space. The understanding of this psychology can help an organization address and drive its audience engagement by leveraging video as a medium.

Leading Organizations have a common attribute among them, which is the usage of integrated videos on their Digital Footprint, as this helps them in achieving better audience engagement, and targets the audience who prefer the information of the page to be understood through visual + audio.

Wrapping Up

Organizations implement the usage of videos to address flexibility, quality, challenges, effectiveness, and engagement. The point isn't just to address them but to go about and plan on addressing them, which eventually delivers the message to achieve the organizational goal.

Hiring and maintaining a team to do this has limitations of its own, it's recommended to achieve this goal by outsourcing the requirement to experts in product & training video services, as that aids in better results, saves cost and time by outsourcing only during the time of requirement.

We at Creative Factor have experience of 13 years in training video services and product video services, and this experience comes from the project deliveries to SMEs and large enterprises across the globe for over a decade.

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