In recent years, the use of video in internal communication (internal PR/communication) has been attracting attention. Brightcove has also introduced examples of the use of video at Shiseido (https://www.brightcove.com/ja/customers/shiseido) and ORIX (https://www.brightcove.com/ja/customers/orix). On the other hand, we often receive inquiries from companies that are thinking of using video in their internal communications, such as “We don’t know what kind of video we should produce” or “We don’t know who we should consult with, either inside or outside the company, about how to produce video”. So, this time we visited Mr. Ryushiro Takimoto, a sales consultant at 90 Seconds Japan, a video production company, to ask him for some tips on producing video for internal communications.
<Profile>
90 Seconds Japan, Inc. Sales Consultant
Ryushiro Takimoto
Started his career in the video industry in 2002. As a sales producer, he has been involved in video production for companies of all types and industries, as well as government agencies. After working as a freelancer, he joined 90 Seconds Japan in 2017. After working as a producer, he took his current position.
## As companies grow larger, communication between employees becomes insufficient
__Brightcove (hereafter BC) Ohno__ 90 Seconds and Brightcove have been involved in joint seminars in the US and Japan, but could you first tell us a little about your company?
__90 Seconds Japan (hereafter 90) Takimoto__ 90 Seconds is a foreign-affiliated video production company established in New Zealand in 2010. We currently have offices in eight countries around the world, and 90 Seconds Japan, our Japanese subsidiary, was established in 2014 and is now in its sixth year of operation. We have partnered with over 20,000 video creators worldwide, and have produced over 30,000 videos for over 3,000 clients in 160 countries, using the online video production process management platform that we developed in-house at 90 Seconds. Even Japanese companies can use our network to easily produce videos using creators not only in Japan but also overseas.
__BC Ohno__ What about video production for internal communication?
__90 Takimoto__ We also frequently receive requests for video production for internal use. As a background, it seems that there is a chronic problem of a lack of communication between employees and departments as companies grow larger. For this reason, we receive consultations about whether it is possible to solve issues such as “I don’t know what solutions or products other departments are selling” with video…
## The large amount of information contained in videos
__BC Ohno__ In this context, what is the value of videos in internal communication?
__90 Takimoto__ The large amount of information contained in videos. In terms of ‘movement’, ‘sound’ and ‘time axis’, videos have an advantage over static content such as email and in-house newsletters.
For example, let’s say a new branch or store opens and you need to convey this information to people within the company. In the case of text, the information would be something simple like “A new store with a floor area of ** square meters will open near ** station on ** day of ** month”. By conveying this information in video form, you can convey things like “how far away from the station it is”, “how big it is”, “how many seats it has”, and “what other tenants are in the building” with a sense of realism.
It is also effective to convey the atmosphere of an exhibition using video. In our customer case studies, we have filmed overseas exhibitions and conveyed the atmosphere to employees using video. Regardless of whether they are in Japan or overseas, there are not many opportunities for employees to attend exhibitions where their company is exhibiting. Video is the best way to convey reports on the scale of the exhibition, the size of the booth, and the number of visitors. Rather than spending half a day writing a written report, wouldn’t it be better to take a camera and film the exhibition, so that you can convey more information?
__BC Ohno__ That’s right. I think many people have the image that making videos is difficult, but actually I think video reports are quicker and have more information.
__90 Takimoto__ Now it’s easy to make videos even on smartphones. It’s easier than you think, so I’d like to dispel the image that making videos requires advanced technology. Videos also have value as archives. Sometimes videos shot for PR purposes can be repurposed for other purposes.
## Employees in geographically distant countries can understand each other’s work
__BC Ohno__ There are cases where our customers have reused them as archives. What other examples of actual video use are there, apart from the new store openings and exhibitions mentioned earlier?
Mr. Takimoto: If we divide the examples into two broad categories, I think there are two types: ‘videos that share information within the company’ and ‘videos that share the company’s management message’. New store openings and exhibitions are ‘videos that share information within the company’. Videos that share information within the company include internal rules and news, information about welfare facilities, explanations of new products, and footage of club activities.
A certain consumer goods manufacturer films the launch of new products and shares them internally. A certain mobile phone carrier uses animation to communicate information about the specifications and selling points of new models to retailers. A certain precision equipment manufacturer uses video to convey new knowledge and technology from the technical department to the sales and business planning departments. These are good examples of ‘videos that share information within the company’.
In addition, a major machinery manufacturer with its headquarters in Japan has offices all over the world, and they have implemented a project in which employees in each country introduce their work in video form. This is an initiative in which employees in countries that are geographically distant from each other can understand each other by watching each other’s work. In recent years, we have been receiving more and more requests from our customers to produce videos like this, which we call “Local to Local (L to L)” at 90 Seconds.
## Communicating with distant locations with accuracy and reality
__BC Ohno__ When companies become siloed, there is a problem where employees cannot understand what other departments, regional or overseas offices, are doing. If using video to transmit information from each base (Local) promotes mutual understanding and information transmission between employees and departments, then it can be said that video is having a very positive effect on companies. On the other hand, could you talk about some examples of ‘videos that share a company’s management message’?
__90 Mr. Takimoto__ Yes. A certain cosmetics manufacturer uses videos to share their brand message with employees around the world. A certain printing company used videos to inform employees about the company’s digital shift. At 90 Seconds, we call this kind of video an ‘All Hands Video’. Overseas, meetings where managers communicate information to all employees are called ‘All Hands Meetings’ or ‘Town Hall Meetings’, but for companies with branches or factories in other regions or overseas, All Hands Videos are a useful way to unify employee awareness.
__BC Ohno__ In Japan too, the diversification of working styles is progressing, and there is a trend towards having employees work at other locations. Also, there is a time difference between overseas employees and those in Japan.
__90 Takimoto__ That’s right. It’s not just about internal communication, but the advantage of video is that it can convey information to distant locations with accuracy and realism.
That concludes Part 1. We have heard about the use of videos in internal communication and case studies from the perspective of a video production company. In Part 2 (https://www.brightcove.com/ja/resources/blog/interview-90-seconds-japan-2), Mr. Takimoto will talk about tips and points to keep in mind when making videos. If you would like to hear more, please contact us directly here (https://app.90seconds.com/)!
