Non-Product Advertising: How Video Strengthens Internal Communications

This blog will give you a rundown on how to improve internal communications with videos. You’ll also learn how you can use those techniques to also raise brand awareness and cultivate a community of loyal customers with non-product advertising!

---

There’s more digital content than ever before, which means audiences have more choices on what to consume than ever before, too. In order to make a real impact with your brand, you need to go beyond basic advertising and really connect with your target audience. Creating honest, transparent content to convey who your brand is overall can be a compelling way to strengthen how you communicate internally with your teams. From onboarding to staff training to simply sharing your company’s core ethos, video has unlocked new ways for employers to build connections with their employees. Here, we’ll walk through how non-product advertising can help your brand strengthen internal communications. 

Learn more: Social Media Video Ad Specs & Placements Guide

---

What is Non-Product Advertising?

In summary, non-product advertising is when a brand promotes an idea, concept, or interest that it feels is important and will resonate with the target audience. In other words, it’s advertising without showing a product. It can strengthen your customers’ idea of your brand in addition to being used to improve internal communications. We’ll break down a few non-product advertising video types so your brand can create trust and transparency internally. 

Internal Communications Video: Which Types Work Best?

1) Explainers

Explainers are short and effective videos that creatively demonstrate everything there is to know about your brand. This type of internal communications video leverages education by positing a problem or question and then demonstrating where your brand fits into the conversation.

While this animated explainer QuickFrame enabled Roomi to create is ultimately about a product, it still creates a balance between the product and selling itself as a brand.

Learn How To Scale Your Video Content

2) Culture Content

Another way you can convey your brand values using non-product advertising is with culture videos. These give viewers a sense of what it’s like to work at your company. The goal of this video type is to use your values to establish a strong connection with audiences and stakeholders, making them excited about the prospect of being associated with your brand. 

Examples of Culture Videos:

• Social media takeovers
• Vlogs following specific employees
• Meet the team videos
• Employee testimonials

Culture videos are the perfect type of content to illustrate your diversity, equity, and inclusion (DEI) efforts. You can also use them to showcase any other social commitments your brand has made. Creative video marketing like this humanizes your brand, achieving transparency, honesty, and trust by pulling back the curtains on your everyday operations.

The video below, which QuickFrame helped Cruise create, highlights their intern program. Cruise is able to seamlessly convey its commitment to an inclusive culture that makes up the brand’s DNA. 

Ready. Set. Create. Download the Ultimate Guide to Video Marketing for Brands

3) Cause-Focused Content

As the world saw an unprecedented shift in how consumers make decisions on what brands they support, employees are doing the same with their employers. Today’s employees have put a much higher premium on a brand’s values when choosing who they want to work for. Employees increasingly want to work for brands that have the same worldview as their own. They are looking into what social causes they are championing and if that dedication to progress is being reflected in the brands they are interested in joining.

Maybe your brand prides itself on empowering consumers to support small businesses. You can build an incredible amount of integrity and trust in future employees by producing videos that focus on how your brand invests in these communities.

4) Mini-Doc

Mini-docs are a great way to inspire your employees by highlighting the lesser-known stories about your brand and staff. Mini-docs can come in a variety of forms, including:

• A video series on the company’s history
• Showcasing the evolution of a new product launch
• Overview of unique fan communities (think Peloton or Harley-Davidson)
• Highlight notable celebrities and professionals who use your product

The trailer for this mini-doc series that QuickFrame helped create for hair care brand Kenra spotlights three hair professionals and what their job means to them. The series was effective in showing the “why” behind the brand by going beyond their product to the personal lives of these three successful professionals. 

Need help making videos? See how our video production platform can help your business.

5) Educational 

We all have questions about our favorite brands — and it’s likely your current and potential employees have questions, too! You can use educational videos to share entertaining, digestible pieces of content that can provide answers to these questions. These videos could feature: 

• A tour of your office
• How a product is made
• Highlighting brand partners 
• What your supply chain looks like

Giving employees a glimpse into the backend of your operations and how you produce your products can offer transparency and insight into what makes your brand unique. 

For example, check out the handmade beauty company Lush’s How It’s Made video series on YouTube and Instagram.  In the “Honey, I Washed my Hair Shampoo Bar” video below, they used their content as an opportunity to educate consumers on how their unique product is made and express their fun company personality.

Non-Product Advertising: The Takeaway

Video marketing goes beyond simply selling your products. You can use videos to improve internal communications to make your teams run more efficiently. Make your organizational impact more than a transaction by cultivating a clear brand voice by adding cause-focused content, culture content, explainers, mini-docs,  and educational content to your arsenal. These video marketing examples are just the tip of the iceberg. If you’re looking for more video promotion ideas for your organic content, ads, or anything video-related, you’re in the right place. 

Traditionally, video production costs have been high, which causes significant strains on brands that want to scale their content. That’s why QuickFrame offers a solution to corporate video production challenges by helping brands find video makers who can make the most of their video budget. To learn more about how you can affordably create non-product advertising videos, check out our solutions.