In the first part of the interview (https://www.brightcove.com/ja/resources/blog/interview-90-seconds-japan-1), we talked about how to use videos in internal communication and some examples. In the second part, Mr. Takimoto of 90 Seconds Japan will continue from the previous interview and talk about some points to keep in mind when making videos.
<Profile>
Sales Consultant, 90 Seconds Japan Inc.
Ryushiro Takimoto
Started his career in the video industry in 2002. As a sales producer, he has been involved in video production for companies and government offices of all types and in all industries. After working as a freelancer, he joined 90 Seconds Japan in 2017. After working as a producer, he took his current position.
## Watching a 5- to 10-minute video is difficult for employees
__Brightcove (BC) Ohno__ We often receive questions from customers who use video in their internal communications, such as “What kind of ideas can we use to get people to watch more video content?”. Once you’ve made a video, everyone wants as many people as possible to watch it.
__90 Seconds Japan (90) Takimoto__ I recommend trying different lengths for your videos. For example, if you have a 10-minute video, you could divide it into 2-minute videos ✕ 5. The length of 2 minutes is about the length of time it takes to watch a video on a train. It is surprisingly difficult for busy employees to watch a 5- to 10-minute video. By making the videos short enough for employees to watch while they are on the move, you can eliminate the time barrier.
__BC Ohno__ When you want to convey a management message to employees, I think it’s very difficult to get that message across in just two minutes, don’t you think?
__90 Mr. Takimoto__ I think there are a number of ways to do this. For example, you could use animation or infographics to make it easier to understand, or you could use subtitles or typography to emphasize the points you want to make. It’s also important to speak as naturally as possible, rather than reading from a prepared script. You can prepare a script, but instead of writing down every single word, try to write down only the keywords of what you’re going to say in chronological order.
## For formal questions, only formal answers will be given
__BC Ohno__ We often hear that the management team is not used to speaking in front of the camera…
Mr. Takimoto: For those who are not used to speaking in front of the camera, I recommend using an interview format. In an interview format, the key is to choose the right interviewer. It can be difficult for someone from within the company to interview the management team. Also, for formal questions, you will only get formal answers. By using an outside person, such as a film director or an outside interviewer, it will be easier for the management team to answer. It also makes for a more natural conversation, and is more likely to generate empathy among employees.
__BC Ohno__ Do you have any tips for filming techniques?
__90 Takimoto__ For videos that share a company’s management message, I recommend using two cameras. By using one camera to film the whole picture and the second camera to film just the faces, you can not only film a video that employees are unlikely to get bored of, but you also have the advantage of being able to create editing points more easily.
It would be even better if you could film insert footage. If you film footage of the management team working at their desks or interacting with employees and insert it into the video, employees will feel closer to the management team.
## Using VTubers!
__BC Ohno__ How about a video that shares information within the company?
__90 Takimoto__: For videos that share information within a company, it is possible to use VTuber as a method of production.
__BC Ohno__: VTuber? That seems like a rather innovative idea, but why would that be effective?
__90 Takimoto__ By using VTubers, you can produce content from a third-party perspective, even for things that would make the in-house PR staff feel embarrassed. Employees can also watch it as if they were watching a TV program. VTubers are just one idea, and it’s fine even if they are from outside the company. The presence of a reporter who can give frank opinions as a third party makes the content of the video more interesting. Personally, I’m also exploring the possibility of YouTubers, and in particular, of clients training their own YouTubers.
## Don’t be too concerned with quality, and produce videos quickly
__BC Ohno__ Could you tell us what to be careful of when outsourcing video production to a production company like yours?
Mr. Takimoto: Leave it to the production company to handle everything except the minimum necessary content that you want to convey or express. Videos that are checked over and over again by the company before and after production inevitably end up being very serious, and often fail to interest employees. However, there are many things that the person in charge feels on a daily basis that are interesting to third parties like us. By turning these things into videos, you can not only get employees interested, but also make them aware of things again.
If you outsource, it is easier for the production company to make a proposal if you can give them the request with an open mind, rather than being bound by the way you have produced things in the past. The production company has the know-how for how to convey things (how to direct), so we recommend that you trust the production company and leave it to them.
In addition, rather than spending a lot of time on production and filming, we recommend that you produce a large number of videos quickly, without being too concerned about quality. Some PR staff have experience producing advertising videos like commercials, so they may have a fixed idea that videos require a lot of budget and effort. In internal communication, if you spend a month making a single video, you lose the aspect of immediacy of information.
__BC Ohno__ I see. If you spend too much time and money on producing a single video, you’ll lose the continuity of your video production. If you don’t produce many videos, your employees won’t get used to communicating through video. However, producing a large number of videos is difficult, whether you produce them in-house or outsource them. Is there any trick to mass-producing videos?
Mr. Takimoto: The trick depends on what kind of video you are making, but the key is to agree within the company’s PR department on how many videos you will make in a year. By setting a target within the department, it becomes a shared understanding within the department that videos will be made to meet that target. Also, shortening the process from planning to publishing the video, and not worrying too much about the finer points of grammar in the video are important points when it comes to mass production.
That concludes our interview. 90 Seconds has a lot of experience in Japan and overseas, including with projects such as “Local to Local”, “All Hands Video” and “VTuber”, so they were able to share some examples and tips. If you’d like to hear more, please contact them directly via [this link](https://app.90seconds.com/)!
