Chances are, you have heard all about the benefits of using video as part of your marketing strategy. But, did you know that it is now easier than ever to document your business using video?
Documentation doesn’t need to be boring text documents than runs 5 pages long. The main objective of documenting processes is to get the message across in the best way possible and in the shortest time frame.
If a process can be explained in a 2 min video, most times this is sufficient and requires no further backup documentation. A video can include text, audio, music, photos, graphics, links and of course, people.
A few years ago, documenting processes with video would have been a large scale project to undertake and expensive. These days almost everyone has the equipment either on their computer or in their pocket.
Why Use Video?
- Video brings together movement and sound to convey a message effectively
- The brain can process images and videos much faster than text
- Concepts can be conveyed clearer than just text
- A video can keep the explanation shorter and easier to understand
- A video can be easily and quickly produced using a smartphone or an app
- Your team are 75% more like to watch a video than read a document, email or articles
- 70% of Millennial users watched Youtube in the past year to learn how to do something new or learn more about something they’re interested in.
By 2020, over 60% of the workforce will be made up of Millennials, Gen Y and Gen Z. Video is the preferred way of learning for most of the workforce today.
If you are not convinced that video is the way to go, just look at what most people are consuming on their mobile devices and computers. All the most popular social networks include video that is easy to view, share and upload.
Video Vs Text
Will video replace the written word? Video will never completely replace all other mediums of knowledge capture, but it will most definitely continue to grow in popularity as more and more content is being consumed everywhere. There’s certainly a place for text; text can work alongside video as supporting information. A checklist, for example, can be an easy reference add-on to a video. Oftentimes when it comes to explaining a process, the viewer will not need to watch it over and over. A video can also be summarised or transcribed so that those people who prefer to scan the information can quickly find what they need.
The 3 Video Styles
Screen Recording or Webinar Style
Screen recording also known as screencasting is easy to set up with many apps available to capture your screen as you demonstrate steps. This type of video is short and to the point. You have most likely watched these videos when searching in the help section for your software or on YouTube.
Webinar style videos allow you to present and record a presentation, a training session or a meeting. These videos are usually longer in length and may require some planning. There are many uses for screen recording style videos, here are just some examples:
- How to enter contact details into a CRM
- How to use a feature in a software program
- Assigning a task to show what needs to be done
- Providing context to a task
- Recording a software or computer error as it happens
- Reviewing a website
- Providing feedback on a design
- Training using a slide presentation
- Record meetings to send out a replay for those who weren’t able to attend
- Making an announcement using slides or visuals to convey the information
Interview Style – Using a Video Camera or Smartphone
The interview style of video is great for conveying a topic and showing the person in front of the camera; this provides more personalised interaction with the content.
Here are some examples of when to use this style:
- The CEO and Management team providing insights into the business such as its mission and core values
- Team introductions
- The subject expert talking about a specific topic and providing context
- A client providing a testimonial
- A client being interviewed to present a case study
Hands-On Style – Using a Video Camera or Smartphone
The hands-on style is used to demonstrate how something is done in the workplace. These videos usually include the people involved in the demonstration explaining each step in the process. You have probably searched the web at some time to search for how to put together your new flat-pack TV unit from Ikea.
Role-playing is another method to learn how to apply or address a topic. Role-playing videos have been used for years for corporate training using professional actors. John Cleese is famous for his customer service and time management training videos back in the 1980s.
Here are some ideas for using hands-on videos:
- How to change a tap on a sink
- How to use the photocopier
- How to replace the paper in the Eftpos machine
- How to change a wheel nut
- How to use set up the tables in the restaurant
- How to prepare the Greek Salad
- How to conduct an interview – role play
- How to induct a new gym member – role play
- How to handle sales objections – role play
Tools for Creating Video
The basic tools to get you started with video are most likely already easily accessible to you. You don’t need fancy equipment and a film crew unless you are investing in client-facing or marketing videos. Remember that these videos for capturing your processes are to train your team and make sure that your processes are being carried out efficiently and consistently. It doesn’t matter if someone walks into view in the background unless of course, it distracts from the content. Progress is better than perfect.
Basic Equipment for Screen Recording
- QuickTime Player – Mac
Optional but recommended:
- Headphones or external microphone
Basic Equipment for Hands-On Video
- Digital Camera or Smartphone with video capabilities
- Video hosting – YouTube, Dropbox, Google Drive, Vimeo
- Lapel Microphone
Optional but recommended:
- Gimbal or handheld camera stabiliser
- Video editing software – iMovie, ScreenFlow, Camtasia
Best Practices for Using Video
Keep content short and concise
Avoid getting distracted or spending too long waffling. Speak clearly and don’t rush. Talk naturally as if you were training someone next to you.
Don’t try to be perfect
Time spent on retakes only delays getting your video finished and actually being useful.
Find the best person for the job
It’s always best to get the subject expert to be in the video or produce the video. If that’s not possible, find the next best person who knows what they are doing.
Prepare before you record
Jot down a few dot points before you hit record so that you don’t forget vital information. Check things like focus on your camera and sound before you start so that you don’t have to retake because of poor quality. Do a test run of your equipment before you start. Gather all your resources, equipment and have pages open on your computer so that you are not fumbling in the video to find what you need. Before you start, take a few deep breaths and relax.
Break down large amounts of content
If your content or process is too long, break up the content into parts so that it’s easier to consume. Create a storyboard to outline your content so that it makes sense before recording.
Follow a consistent format
Keep the videos consistent by following the same format regardless of who is creating the video. At the start of a video process, make it clear the name of the process and the purpose.
Make sure you can find the video file easily
When you have recorded your video, remember to name the file straight away so you can easily find the video and upload it to the right place in your Business Operating System
Try mixing up your videos using the 3 styles so that your videos don’t become boring. Think of creative ways to get your message across and get your team involved. Make your face to camera videos welcoming and in some cases, even fun. Create a bloopers reel and use it in your videos to show the funny moment or human touch in your company culture.
Curate vs create
Don’t record a video of a process that changes frequently unless you are prepared to retake the video each time the change happens. For software training, link to the software’s own help section or knowledge base where possible, this will save you time and ensure the information is up to date. Trying to capture the best way to boil an egg? Chances are there are already hundreds of videos on the web you could link to.
Get started with the basic equipment
Invest in some basic equipment such as a tripod and a microphone so that you get a good standard of video and audio, there is nothing worse than poor quality video and audio. Get some basic training (or look it up on YouTube) on getting the best out of your video camera or smartphone. As you get more experience with video production you can upgrade your equipment as needed. Trying to figure out how to use complicated equipment only delays production.
Getting the team involved
Encourage your team to make videos for their processes and their department. Just like producing a file, it may take a few additional hands to hold the equipment and even direct. In your company handbook, make it clear that they may be asked to participate in company videos. To avoid privacy issues, create a written consent form and have your team members/or business clients sign to get their permission.
Ready, set, record!
Do you know what processes you need to capture and how? If you would like some help extracting the processes in your head and from your team, or just need a framework to help your team capture their processes, get in touch and let’s see if we can get you results faster. Book a Systems Success Call with Wendy and let’s see what’s possible.