Your guide to brilliant internal comms videos

How to make engaging internal communications videos on a budget - and when to bring in the experts.

From CEO updates and strategy explainers to team shout-outs and heartfelt stories, internal comms videos can do what written words sometimes can’t - create genuine connection.

But let’s be honest, comms teams are often expected to create videos with little time, no budget, and zero training.

The good news? You don’t always need a film crew or fancy kit to make effective video content. You just need to know what makes the difference. 

We spoke to Dan Neatherway from From the Hip Video, Rob Molloy from Ally and Mo Media and Ian Harding from Crispy Dog Productions to hear their top tips for making effective, authentic internal comms video content.

1. Prep like a pro

Before you film anything - stop and plan. As Dan puts it:

“Think ahead - visually, audibly, and practically. It makes all the difference.” 

Ian agrees:

“Plan! Create a simple storyboard or script that covers all the things you want to convey.”

Try this:

• Scroll YouTube, LinkedIn or TikTok for inspiration. 

• Build a mini moodboard to define tone, energy, and visual style. Map the approach to your culture. A dog-walk selfie update might be perfect for a start-up, but might feel way off the mark for a law firm.

• Bullet point your key message. What’s the one thing you want people to take away?

2. Your phone can sometimes be enough phone

If you’re looking to create something that feels authentic and off-the-cuff, Rob says:

“If you’re filming somewhere quiet with decent lighting, your phone can do the job. Things like lighting, microphones and tripods can help, but they’re not vital.”

If you did want to invest in some tools to support this kind of video, Ian adds:

“A reasonable smartphone, lavalier mic, tripod or gimbal, and some easy-to-use editing software like iMovie is more than enough.”

It’s not just about the gear though. It’s about knowing how to get the best out of what you have, and creating internal communications videos that feel genuine.

3. Prioritise sound 

Sound is a real deal-breaker. Viewers will tolerate low-res or slightly shaky visuals, but not bad audio.

Ian says: "Audio is at least 50% of the video – maybe more. Bad audio ruins everything."

Audio basics:

• Choose a quiet space - far away from AC units, roads, chatty colleagues and windy clifftops 

• If you can, an inexpensive plug-in mic can make a difference. Check these out if you’re looking to invest.

• If you can’t escape the noise, give the viewer some context.

As Rob explains:

“If noise can’t be avoided (like at a tradeshow), try to include and reference a bit of the cause of the noise in the background so a viewer understands where the noise is coming from.”

(And always take the time to test before you start).

4. Find the light

Be strategic with what you have and you won’t need to splash out on fancy lights.

Lighting tips:

• Face a window and let the natural light do the work 

• Avoid harsh overheads that cast shadows down on people’s faces - this can be super unflattering

• If using a lamp or ring light, place it slightly above eye level.

Always make sure there is more light behind the camera than behind your head to avoid being a silhouette.

5. Get your camera position right

This one’s an easy one to fix but also very easy to mess up. 

“Not filming at eye level is the biggest mistake I see,” says Rob. And, Ian adds, “shaky camera work looks unprofessional.”

Quick fix:

• Use a tripod, stack of books or rest the camera on a desk to keep it steady and at the right height. 

• If you are using a handheld camera, keep your arm steady and raised.

6. Check your background

Your background can support your message, or it can distract viewers. 

A couple of ways to keep it simple:

• Choose a clean, neutral setting

• Remove distracting objects

• Think about what the background says about your organisation.

7. Keep it natural - and keep it short

Polished is great, but authentic is better - especially for internal audiences. 

“Think about what you want to say, but don’t script it word for word,” says Rob.

Ian agrees:

“Don’t script everything. Using talking points instead. Let people relax and be themselves.”

To sound confident, not robotic:

• Use bullet points instead of full scripts.

• Practice aloud, then let it flow.

• Aim for 1–2 minutes, max (because attention spans are short.)

Some producers would always steer away from using a teleprompter, but if someone’s really nervous? Try exploring teleprompter apps, and here’s a bonus tip… Dan says: “keep the text small and at a decent distance from the camera to avoid obvious eye movement”.

8. Know when to call in the professionals

DIY can work brilliantly, until it doesn’t. If the stakes are high, or the setup gets technical, bring in the experts.

Here’s when it’s worth investing in a professional internal communications video:

• You’re filming senior leaders with limited time - you don’t want to have to be scheduling time to re-film something you didn’t get right the first time.

• The content will be used long-term. Professionals can help make sure it’s got some longevity. 

• You’re managing complex edits, motion graphics or a tight script. This is where the experts can make your life so much easier and save you a huge amount of time (and stress).

• You need coaching for presenters who are out of their comfort zone. This is especially useful to have experts on hand when you’re dealing with senior leaders. A professional can cut through hierarchy and knows exactly what to do to focus on delivering the right result. 

As Dan explains:

“Nobody wants to tell the CEO their shirt’s gaping or their answer didn’t land, but we will - because that’s our job.”

Ian adds:

“Bring in a professional when production is too complex, time is tight, or when it’s going to cost more in your time than paying someone else to do it properly.”

9. Consider a hybrid, collaborative approach

If you’re tight on budget, but need expert help - why not consider taking a collaborative approach to internal video production? This can deliver amazing results. 

Work closely with a video producer to get the right guidance and technical briefing and you could have yourself a great option.

Different ways to cut it:

• Get help with interviewing speakers, but think about how you could work to capture B-roll footage yourself in-house.

• Hand over your footage for professional editing and polish - this can work well if the footage is taken correctly.

• Get a brief from the video team so you know how to film things they can actually use.

Dan shared this example from working on a promotional video with the University of Surrey:

“We filmed the interviews, and students captured B-roll. With a little direction, it came together brilliantly.”

And Ian suggests:

“If the budget is tight, film yourselves – but partner with a production company for the edit. Just make sure to discuss the script and get filming tips upfront.”

You don’t need to be a filmmaker. You just need to make your message land. 

Sometimes, that means rough-and-ready works just fine. Other times, you’ll get more impact (and less stress) with expert support.

A massive thank you to our video experts, who we have the absolute pleasure of working with, for contributing their brilliant advice. 

Need help with internal comms video strategy or production? At Cosy Meerkat, we help teams produce high-impact internal comms content that connects, informs and inspires.

That’s what we’re here for - and we love a video. Let’s talk.