Advantages of video for communication departments

We live in an era dominated by visuals, immediacy, and information overload. People are constantly exposed to hundreds of messages every day, and capturing attention has become a real battle for brands, institutions, and organizations. Video has emerged as the format with the greatest potential for impact and engagement—not only does it convey information more clearly and attractively, but it also creates an emotional connection with the audience, which is essential in any communication strategy. In this article, in addition to highlighting the main advantages of video for communication departments, we also explore the different types of departments, the challenges they face, and how a video platform can help them manage their work more efficiently.

For communication departments—whether part of private companies, public administrations, sports, cultural or educational entities—video represents an opportunity to stand out, strengthen their narrative, and tailor their messages to new content consumption habits. Digital platforms, social media, virtual or hybrid events, and the demand for transparency have multiplied the uses of video and made its integration a key strategic skill.

It’s no longer just about producing promotional videos or covering institutional events. Today, video is fully embedded in corporate communication workflows: it is used to train, inform, persuade, connect, and build reputation. And thanks to new technological solutions, producing video content is now within the reach of any communication team, without requiring large budgets or complex infrastructures.

In today’s increasingly visual and digital communication landscape, video has become a key tool for connecting with audiences in a direct, emotional, and effective way. Exploring how video can enhance the work of communication departments is more relevant than ever, as audiovisual content has been proven to offer unmatched advantages in terms of reach, impact, and adaptability across multiple channels.

Types of communication departments

Communication departments vary significantly depending on the type of organization they belong to. Although they share common goals—such as informing, protecting reputation, generating engagement, or coordinating media relations—each one operates with different logics, priorities, and audiences. Below are some of the main profiles:

Communication departments in large companies and multinationals

These departments typically have well-established structures, composed of multidisciplinary teams managing both internal and external communication. In this environment, video plays a key role in:

 

• Presenting results, projects, or strategic initiatives to employees, shareholders, or the media.
• Reinforcing corporate culture through internal or testimonial videos.
• Communicating product launches, CSR actions, or corporate milestones in a professional and engaging way.

Communication departments in public institutions

Ministries, city councils, universities, health or judicial bodies need to communicate with transparency, clarity, and responsibility. In these cases, video serves essential functions such as:

 

• Informing citizens about public services, awareness campaigns, or new regulations.
• Humanizing the administration through testimonials or interviews with technicians and political leaders.
• Enhancing accessibility with subtitled, translated, or audience-adapted videos.

Departments in NGOs, foundations, and associations

Here, communication has a strong emotional and mobilizing component. Video is a key tool to:

 

• Tell human stories that bring visibility to a cause or social need.
• Raise awareness, educate, or fundraise through impactful campaigns.
• Showcase the impact of on-the-ground projects or completed solidarity actions.

Departments in sports, cultural, or educational entities

In these fields, community engagement is crucial, and video becomes an indispensable resource to:

 

• Share news about the club, center, or institution (signings, events, achievements, activities).
• Create content for social media and build loyalty among an increasingly digital and demanding audience.
• Produce exclusive content for owned platforms or partner media outlets.

Departments in startups and SMEs

Although often with more limited resources, many small and medium-sized enterprises are embracing visual communication from the early stages. In these cases, video can be especially useful for:

 

• Standing out in competitive markets with a polished and professional image.
• Clearly explaining products, services, or complex processes (especially in tech or industrial sectors).
• Creating agile, reusable content for distribution on social media, commercial pitches, or internal training.

Current challenges for communication departments

Communication departments operate in an increasingly complex environment, where immediacy, message saturation, and the constant evolution of digital platforms present significant challenges. Among the main difficulties are:

• Pressure for immediacy: The need to produce real-time content has grown exponentially. Communication crises, unexpected events, or last-minute announcements require quick response times, and teams often lack the necessary resources to produce high-quality audiovisual content that fast.
• Limited staff and technical resources: Many communication departments, particularly in public institutions or non-profit organizations, work with small teams and tight budgets. This limits their ability to produce videos in-house or hire external production companies regularly.
• Multichannel demands: It is no longer enough to issue a press release or publish a post on social media. Audiences are spread across multiple platforms (Instagram, X, YouTube, LinkedIn, TikTok, etc.), each with its own characteristics, formats, and algorithms. Effectively adapting content for each platform requires significant effort.
• Ensuring institutional coherence: In large institutions or those with multiple departments, it’s common for different areas to produce content independently. This can result in fragmented messaging or a disjointed visual identity, negatively impacting the organization’s image.
• Difficulties in measurement and ROI: Even when time and resources are invested in creating audiovisual content, there is not always access to tools that accurately measure its impact. Without reliable data, it’s difficult to justify the strategic value of video within the organization.

Advantages of video for communication departments

The advantages of video for communication departments are significant and continue to grow as technological tools evolve and audience expectations rise. Key benefits include:

• High engagement potential: Video has a higher retention rate than any other format. People remember up to 95% of a message when they watch it in a video, compared to just 10% when reading it in text. This makes video the ideal channel for reinforcing key messages and increasing visibility.
• Improves transparency and credibility: A well-produced video—where someone appears on camera, explains decisions, or shows internal processes—conveys openness and trust. This is especially relevant in corporate or institutional communication, where credibility is a crucial asset.
• Expands reach: The algorithms of major social platforms favor video content, boosting its organic visibility. In addition, it helps reach younger audiences and those less exposed to traditional media.
• Versatility and reusability: A single recorded event can generate multiple reusable pieces—snippets for social media, summaries for newsletters, informative clips for media, or internal archives. This maximizes the return on each communication effort.
• Strengthens identity: Video can convey not only information, but also values, emotions, and organizational culture. From employee testimonials to institutional speeches or branded content, video humanizes the organization and strengthens its positioning.
• Enhances internal training and stakeholder communication: Not all videos are aimed at the general public. Audiovisual pieces are also key for employee training, presenting reports to executives, or communicating with partners and strategic allies.

How Watchity supports communication departments

Watchity is a platform specifically designed to make video content production and distribution accessible and efficient in institutional and corporate environments. Its all-in-one approach and user-friendly design make it an especially valuable solution for communication departments. How does it do this?

• Professional production without technical teams: Watchity allows users to create live or recorded videos with broadcast-quality directly from a web-based environment. Its virtual studio includes multi-camera production options, content customization, transitions, highlight creation, and more—without the need for additional software or specialized technical staff.
• Consistent and automated branding: Departments can set up preconfigured visual templates that align with the organization’s graphic identity (colors, fonts, logos), ensuring that all videos maintain a professional and cohesive visual look, regardless of who creates them.
• Simultaneous multichannel broadcasting: With Watchity, it’s possible to stream simultaneously across multiple platforms (YouTube, Facebook, LinkedIn, websites, etc.) from a single control panel. This reduces time, avoids duplication, and increases message reach.
• Recording and reusability: Content created with Watchity is automatically recorded and stored in an internal video library, allowing for later review or editing to create additional clips. This is ideal for long-running campaigns or recurring events.
• Interactivity and accessibility: The platform supports automatic subtitles, live polls, chats, votes, and other features that enhance viewer experience and improve accessibility—especially crucial in today’s audiovisual landscape.
• Easy media and collaborator management: Watchity’s “Virtual Press Room” feature provides journalists and other user groups with secure, private access to all generated content. This speeds up content availability and improves the immediacy of media coverage.
• Clip editing and sharing from broadcasts: Watchity allows you to capture live streams and create video clips, either during or after the event, so they can be posted instantly or scheduled for later on social media.
• Detailed performance analytics: Every stream or video generated includes metrics on audience, behavior, engagement, and impact. This enables communication teams to assess campaign performance, optimize future strategies, and demonstrate effectiveness.

Watchity not only facilitates video production—it seamlessly integrates it into communication strategies. It empowers teams by making this strategic tool accessible to all, democratizing audiovisual production without sacrificing professional quality.

Conclusion

Video is no longer the future of institutional and corporate communication—it is its present. In a world where attention is scarce and image is everything, communication departments have both the responsibility and the opportunity to lead the shift toward more visual, direct, and emotionally resonant communication.

Video’s power to inform, explain, move, and mobilize makes it a strategic format capable of transforming how organizations engage with their audiences. It not only boosts message impact, but also strengthens trust, identity, and brand closeness. Moreover, it enables content adaptation for multiple channels and audiences, optimizing the communication team’s efforts in an increasingly fragmented digital ecosystem.

Thanks to solutions like Watchity, it’s now possible to create high-quality audiovisual content without large budgets or advanced technical expertise. This democratizes access to professional production, enabling any communication department to tap into the full potential of video.

The key lies in adopting a strategic mindset, choosing tools that streamline the process, and daring to build a visual narrative that is authentic, agile, and emotionally engaging. Because in communication, it’s no longer just about telling stories—it’s about telling them well, and making sure they truly resonate.

And that brings us to the end of this article focused on the advantages of video for communication departments. If this article has resonated with the needs of your organization or institution, and you’d like to learn more or explore Watchity’s features and capabilities, don’t hesitate to contact us.