WATCH THIS: Incorporating Video Into Your OCM Strategy

When preparing your organization for change, one of the hardest parts is making sure everyone buys into that change. This means ensuring the right people get the right messages at the right time.

Custom Branded Communications are how we do this, and there are many different mediums we can use to get the job done – print ads, articles, integrated campaigns, intranets and blogs are just a few. It’s important to be careful about which we pick because the way in which a message is communicated can have a big impact on how its recipients feel about it. Here at Cask, we’re big believers in video. Here’s why.


The steps we follow in creating a video.


Because video combines sight and sound, it’s one of the more efficient and powerful tools at our disposal. When just our auditory sense (reading or hearing) is stimulated, we only retain about 10% of the information communicated. But when both our auditory and visual senses are stimulated (watching video) we retain 68% of the information. This is called Dual Coding Theory and it’s an important factor in communicating effectively.


There’s a social aspect to this, too. Research has shown that videos posted on top-ranking corporate Facebook sites are shared 12 times more often than articles or links. And educational videos like how-to’s, explainers, tips, and demos were the most effective forms of video content. But keep it brief - people have extremely short attention spans. By condensing your message to no more than 90 seconds, people will be more likely to watch the entire video and share it with friends.


A video can be sent anywhere in the world, to any device, instantly. This allows large, diversely located companies to send effective communications to their employees in a scalable and cost-effective way.

The next time you’re considering your OCM messaging, think about how to include video into the mix. It’s more memorable and engaging than any other form of communication.

Below is a 90 second video communicating some of Cask’s creative capabilities and the steps we follow in creating a video. Have any other questions? Visit us at to let us know how we can best help your business.


Cask Creative Solutions Reel



Topics: cask, OCM Strategy, video, Dual Coding Theory, communications

Written by Stephanie Otto