How To Turn Your Internal Communications Into Social Media Content
By Stanley Meytin
We’re all about repurposing content whenever possible to save resources and establish cohesive branding. Most marketers assume this means just repurposing outward-facing content on different marketing platforms. But what about recycling your internal communications to market to your customers on social media? You can actually turn the internal communications inside out!
The content and videos you’re using within your organization can be some of the best forms of marketing for external customers as well. Here’s how.
What is internal communications content?
“Internal communications” refers to all of the content you use within your organization to disseminate information to executives and employees. This includes everything from company-wide announcements to department news, changes in policies to celebrating individual employee triumphs.
There are different forms of internal communications, from emails and flyers to meetings and events. In this article, we’re specifically talking about how to repurpose internal videos for social media clips. That’s because videos are becoming the most popular and successful means of communication—both inside and outside the organization. And when you create a video for your company, odds are is you want to reuse those resources for sales purposes as well.
Why repurpose internal communications content?
Just like recycling is good for the earth, recycling content is the best way to extend the resources of your business. What are the benefits of repurposing?
1. Save money
Repurposing internal communication content saves money. You’ve already paid to produce long-form content, so now you can pay a lesser amount to just do some editing of the video you already have. It’s like how you already made a meal on Tuesday, and Wednesday you use the leftovers to create a new and delicious recipe. You’re getting greater mileage on your initial content costs.
Learn how to get more bang for your buck on video production costs here.
2. Save time
It takes time and resources to create a video. There’s a lot that goes into planning and brainstorming, pre-production, filming, and post-production. You’ve already done all that work, so now you just have to do a mini-planning session to see how to reuse that awesome info in a different way.
3. Cohesive messaging
If you reuse the same content, you’re sharing the exact same brand message—which keeps your messaging consistent ad unified through all avenues. What your employees are hearing from internal communications is also what your customers will hear on your social media. This creates a cohesive brand tone that everyone—employees and customers alike—can get behind.
We believe that your employees should be your #1 customers. They should be your top brand fans and advocates. If your internal communications can build a strong sense of brand and culture within your organization, these videos will likely have the same effect with your external customers as well.
Plus, the three major elements of corporate storytelling (honesty, emotion, and messaging) should be your main points for both external and internal communications. Internal and external branding really are one in the same.
Recommended read: How to build brand messaging people will remember
4. Breaks the fourth wall
Today’s customers want real, authentic brands. They don’t want “fake” messaging or marketing. They want to know what your business is really about in everyday practice.
Sharing your internal communications is a great way to break down those barriers and give your customers the opportunity to see the “inner workings” of your business. This sort of “behind the scenes” social media content is a marketing campaign in it of itself that shows what you’re truly about—without any filters.
Repurposing internal communication content optimizes your resources while creating a unified, authentic brand message for your business.
How to recycle internal communications content
Know your goals.
Before you create any type of content, you want to know why you’re going to use that content. What is the purpose of this marketing? Why are you sharing this specific message? What’s this video going to do for your business?
Always audit your goals and design a video strategy before you start cutting and editing your internal communications.
Don’t forget: Every video, no matter how long or short, should tell a story.
Cherry-pick your key points.
What are the main points of your internal communications video? What are the main points you want to convey to your audience on social media? Find the overlap between these two, and you’ve got the video clips you can reuse.
For example, let’s say you have a video where your CEO is sharing how a new acquisition will improve the lives of employees. Your customers may not really care about the day-to-day improvements, but they do want to know how this gain will impact the brand. So you might want to pull out the part of the video where the CEO discusses why the acquisition is relevant to the brand and how it will improve your offerings to customers.
Clip it and post it. Publish on social media with a clever caption, and you’ve got a quick and effective way to show what’s going on “behind the scenes” at your business!
Start by repurposing training videos.
Training videos are one of the easiest and most effective forms of internal content to repurpose for social media use. Oftentimes, businesses will have introductory videos for new hires to explain what the brand is all about. The way you explain your business to new employees is similar to the way you’ll want to describe your brand to customers as well.
If you don’t already have branded training videos, you should definitely consider investing in them. Our clients find that training videos are their single most effective method for developing awesome employees. And to repurpose and reuse those training videos compounds these awesome benefits!
Want some ideas on how to create videos that share company culture? Check out these top 6 video examples that get at the heart and soul of their organizational missions.
Similarly, recruiting videos are made to intrigue top-level employees to your organization. What’s attracting potential employees will also be what will attract potential customers.
Reuse product sales videos.
Do you have videos that show your employees how to use or sell your products? Share parts of this with your customer so they know more about your products. The sales training video is a great way to show your customers how your product is unique and the best features of your product. See how to use a video presentation to boost your sales strategy here.
Explainer videos about your product or service get at the heart of your brand image and demonstrate the relevance of your business to your customers.
Repurpose internal communications with a production team.
You trust True Film Production to create your videos. Let us help you repurpose them as well! Even when you’re reusing the same videos, you want to establish a separate video strategy for every marketing campaign you run.
Working with a production company can ensure your strategy is well crafted for your main goals, while also putting in the legwork of actually editing the video for social media.
We’re excited to help you repurpose your internal communications for social media marketing—so you can optimize resources, promote your brand, and see results with your videos.
Request a quote now to see the magic we can work on your videos from first production through multiple reuses!
Reading Time: 5 minutes
By Stanley Meytin
We’re all about repurposing content whenever possible to save resources and establish cohesive branding. Most marketers assume this means just repurposing outward-facing content on different marketing platforms. But what about recycling your internal communications to market to your customers on social media? You can actually turn the internal communications inside out!
The content and videos you’re using within your organization can be some of the best forms of marketing for external customers as well. Here’s how.
What is internal communications content?
“Internal communications” refers to all of the content you use within your organization to disseminate information to executives and employees. This includes everything from company-wide announcements to department news, changes in policies to celebrating individual employee triumphs.
There are different forms of internal communications, from emails and flyers to meetings and events. In this article, we’re specifically talking about how to repurpose internal videos for social media clips. That’s because videos are becoming the most popular and successful means of communication—both inside and outside the organization. And when you create a video for your company, odds are is you want to reuse those resources for sales purposes as well.
Why repurpose internal communications content?
Just like recycling is good for the earth, recycling content is the best way to extend the resources of your business. What are the benefits of repurposing?
1. Save money
Repurposing internal communication content saves money. You’ve already paid to produce long-form content, so now you can pay a lesser amount to just do some editing of the video you already have. It’s like how you already made a meal on Tuesday, and Wednesday you use the leftovers to create a new and delicious recipe. You’re getting greater mileage on your initial content costs.
Learn how to get more bang for your buck on video production costs here.
2. Save time
It takes time and resources to create a video. There’s a lot that goes into planning and brainstorming, pre-production, filming, and post-production. You’ve already done all that work, so now you just have to do a mini-planning session to see how to reuse that awesome info in a different way.
3. Cohesive messaging
If you reuse the same content, you’re sharing the exact same brand message—which keeps your messaging consistent ad unified through all avenues. What your employees are hearing from internal communications is also what your customers will hear on your social media. This creates a cohesive brand tone that everyone—employees and customers alike—can get behind.
We believe that your employees should be your #1 customers. They should be your top brand fans and advocates. If your internal communications can build a strong sense of brand and culture within your organization, these videos will likely have the same effect with your external customers as well.
Plus, the three major elements of corporate storytelling (honesty, emotion, and messaging) should be your main points for both external and internal communications. Internal and external branding really are one in the same.
Recommended read: How to build brand messaging people will remember
4. Breaks the fourth wall
Today’s customers want real, authentic brands. They don’t want “fake” messaging or marketing. They want to know what your business is really about in everyday practice.
Sharing your internal communications is a great way to break down those barriers and give your customers the opportunity to see the “inner workings” of your business. This sort of “behind the scenes” social media content is a marketing campaign in it of itself that shows what you’re truly about—without any filters.
Repurposing internal communication content optimizes your resources while creating a unified, authentic brand message for your business.
How to recycle internal communications content
Know your goals.
Before you create any type of content, you want to know why you’re going to use that content. What is the purpose of this marketing? Why are you sharing this specific message? What’s this video going to do for your business?
Always audit your goals and design a video strategy before you start cutting and editing your internal communications.
Don’t forget: Every video, no matter how long or short, should tell a story.
Cherry-pick your key points.
What are the main points of your internal communications video? What are the main points you want to convey to your audience on social media? Find the overlap between these two, and you’ve got the video clips you can reuse.
For example, let’s say you have a video where your CEO is sharing how a new acquisition will improve the lives of employees. Your customers may not really care about the day-to-day improvements, but they do want to know how this gain will impact the brand. So you might want to pull out the part of the video where the CEO discusses why the acquisition is relevant to the brand and how it will improve your offerings to customers.
Clip it and post it. Publish on social media with a clever caption, and you’ve got a quick and effective way to show what’s going on “behind the scenes” at your business!
Start by repurposing training videos.
Training videos are one of the easiest and most effective forms of internal content to repurpose for social media use. Oftentimes, businesses will have introductory videos for new hires to explain what the brand is all about. The way you explain your business to new employees is similar to the way you’ll want to describe your brand to customers as well.
If you don’t already have branded training videos, you should definitely consider investing in them. Our clients find that training videos are their single most effective method for developing awesome employees. And to repurpose and reuse those training videos compounds these awesome benefits!
Want some ideas on how to create videos that share company culture? Check out these top 6 video examples that get at the heart and soul of their organizational missions.
Similarly, recruiting videos are made to intrigue top-level employees to your organization. What’s attracting potential employees will also be what will attract potential customers.
Reuse product sales videos.
Do you have videos that show your employees how to use or sell your products? Share parts of this with your customer so they know more about your products. The sales training video is a great way to show your customers how your product is unique and the best features of your product. See how to use a video presentation to boost your sales strategy here.
Explainer videos about your product or service get at the heart of your brand image and demonstrate the relevance of your business to your customers.
Repurpose internal communications with a production team.
You trust True Film Production to create your videos. Let us help you repurpose them as well! Even when you’re reusing the same videos, you want to establish a separate video strategy for every marketing campaign you run.
Working with a production company can ensure your strategy is well crafted for your main goals, while also putting in the legwork of actually editing the video for social media.
We’re excited to help you repurpose your internal communications for social media marketing—so you can optimize resources, promote your brand, and see results with your videos.
Request a quote now to see the magic we can work on your videos from first production through multiple reuses!
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