Is storytelling for internal comms an art or can anyone do it?

We can all tell stories – we do it all the time without thinking. You do it when you tell someone about your day, recount a memory, or share advice. It’s a fundamental building block of conversation that creates connection. Ultimately, connection is central to internal communications too, just in a professional environment. Good internal communications ensures that everyone is working in the same direction, everyone feels heard, and there is a sense of unity across an organisation. 

So how different is storytelling for internal comms to those everyday interactions with which we’re all familiar? Is it something that is instinctive, or is there more expertise that needs to be applied? With something so nuanced, it’s actually very easy to get it wrong. Here at Ally & Mo, we’re experts in creating internal comms videos that unite audiences through storytelling. So here we’ll look at good practice, how your stories can be used in internal comms, and what the professional edge has to offer. 

Powerful storytelling for internal comms 

Storytelling is not just for external marketing and branding (although it’s a fantastic communication technique here too!) It has a vital role within internal comms because it speaks to human nature. Stories help break down complex ideas, evoke emotions, and most importantly, make information memorable. Within an internal comms framework, storytelling achieves these things:

• Creates Emotional Connections: Sharing relatable stories, such as employees overcoming challenges, fosters genuine emotional engagement.
• Simplifies Complex Messages: From new policy rollouts to corporate shifts, storytelling helps break complex concepts into understandable narratives.
• Reinforces Company Culture: Stories that align with your mission and values strengthen the shared identity of your workforce.

Video works best for storytelling

The features of storytelling that makes it a good communication technique have a lot in common with the benefits of video as a medium. When a message is delivered via video, viewers retain 95% of the information compared to just 10% when reading text. So by combining storytelling with video we optimise clarity and engagement. When you think about the oral tradition of storytelling, this is mimicked closely by video, with 75% of employees more likely to watch a video than read text. 

Video bridges communication gaps, particularly in hybrid or remote work environments. These stories convey complex information and connect everyone watching. These are some of the many ways that video based storytelling can be used for internal comms. 

• Leadership updates: Replace standard email newsletters with short, inspiring video updates from the CEO or leadership team.
• Employer branding: Interview based videos are incredibly authentic and can be used both internally and externally to enhance your employer brand.
• Onboarding and training: Help new employees integrate positively with onboarding videos that showcase your culture, values, and processes.
• Celebrating wins: Recognise team achievements through celebratory shout-out videos, boosting morale across departments.
• Employee spotlights: Create documentary style videos to showcase diverse roles and teams within your organisation, fostering peer-to-peer connections.

Good storytelling practice

A well crafted storytelling video doesn’t just deliver a message; it creates a sense of belonging. For remote teams, especially, this is vital. Videos that highlight cultural values, team dynamics, or success stories remind employees they’re part of something bigger than themselves. By sticking to these principles, you can help your stories to stay on track.

1. Connect with authentic stories 

Employees are your company’s greatest resource for stories. Encourage team members to share personal experiences, project wins, and collaborative successes. Real people telling real stories build relatability and trust and humanise the workplace culture.

2. Stay visual and relatable 

Video storytelling thrives on visual elements. Use engaging visuals combined with conversational tones to create stories that feel personal yet professional. Behind the scenes are always enticing formats, with a peak at key operations or team-building activities.

3. Keep it succinct and accessible

Short, high impact videos hold attention more effectively than lengthy narratives. Aim for videos under 3 minutes for key messages to maximise engagement. Don’t forget to include subtitles for hearing impaired viewers. 

4. Highlight universal themes

Themes like resilience, teamwork, and innovation resonate across departments and roles, helping to unify the workforce. Videos that spotlight colleagues offering praise or recognition feel genuine and personal, amplifying a sense of camaraderie.

5. Reciprocal communication

Engagement is a two-way street. Use storytelling videos as a springboard for conversations, leveraging platforms like intranet forums or Slack for employees to add input, ask questions, or share ideas.

The professional touch

While an overall internal comms strategy can leverage raw, in-house videos for quick updates, professionally produced videos elevate the quality and impact of your storytelling. With the benefits below, partnering with a professional production company will give you resources that are versatile and effective.

• Polished presentation: Quality sound, lighting, and editing directly impact how your employees perceive the message. Low quality production can undermine even the best story.
• Creative expertise: Experienced professionals help refine and craft stories for maximum impact, ensuring the narrative resonates with the target audience.
• Consistency: A production company helps maintain a cohesive tone, style, and quality across all videos, reinforcing your brand identity.
• Efficiency: Experienced crews streamline the production process, saving time while ensuring excellent results. When working with real employees, it takes expertise behind the camera to put them at ease.
• Value: Alongside quality comes durability. Good storytelling videos provide more value for your investment. With the right content and consistent production quality, they become integral, reusable assets within your internal comms strategy.

Here at Ally & Mo Media, we specialise in collaborative working to create thoughtful, professional videos. We’ll authentically convey your employees’ voices while maintaining an engaging and polished look with long term value.

By weaving authentic narratives into your internal communications and leveraging the power of video, you can transform your strategy. The benefits are hard to ignore: elevated engagement, better alignment with company goals, and a stronger, more connected workforce. So, while storytelling is undoubtedly an intuitive act, it takes expertise to refine those stories to achieve specific goals. Get in touch to start crafting your business stories into video with Ally & Mo.