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Internal communication videos often fail for a simple reason.
They are filmed before anyone agrees on what the video is meant to do.
When companies rush into recording a CEO update or leadership announcement, the result is usually vague, overlong, or confusing. Employees watch the video and still ask the same questions afterward. What changed? Why did it happen? What does this mean for me?
A clear plan fixes this.
This article shows how to plan a practical internal communications video using a real example. It focuses on clarity, trust, and structure, not performance or polish. We'll use an example brief from a company, Northwind Trading, who are making an internal comms video to announce a new initiative to improve how teams work together. (If you want to skip this article and go straight to creating your brief: open the Video Brief Planner)
Why internal comms videos break down
Most internal videos struggle because they try to do too much at once.
Leadership wants to reassure employees. Teams want to explain the change. Communications wants the video to feel engaging. Without a clear plan, the message becomes diluted.
Common problems include:
- Too much context and not enough clarity
- Abstract language instead of practical detail
- No clear next steps for employees
- A single talking head with no visual rhythm
Planning the video before filming avoids all of this. For a deeper look at what makes a strong brief across any video type, see our guide to writing video briefs that editors get right on the first pass.
A typical internal comms scenario
This is a very common use case for internal video:
Company: Northwind Traders
Video type: CEO announcement
Audience: All employees
Topic: A new initiative to improve how teams work together
Goal: Explain what is changing, why the decision was made, and what happens next
Nothing dramatic. Just a leadership update done properly.
The exact video brief used
This is the prompt that could be used to create the video plan:
An internal CEO video for employees at Northwind Traders announcing a company-wide initiative to improve how teams work together. The goal is to explain what is changing, why the decision was made, and what employees should expect next. The tone should be calm, clear, and reassuring. This video is for internal use and should help employees feel informed, aligned, and confident about the company’s direction. Use a small mix of camera shots where it helps keep the message clear and engaging.
No scripting. No shot list yet. Just intent and outcomes.
Here's the link, if you wish to view, or edit this plan:
https://tools.shootsta.com/video-brief-planner/c7fcca6d-2f0a-4abb-a5ae-ca653861f584
Want to plan a video like this?
Use the Video Brief Planner to turn your goal into a clear, structured video plan in minutes.
The five-scene internal comms video plan
The resulting plan uses five scenes. Each scene has a purpose, and each camera choice supports the message.
Scene 1: Introduction
Wide shot
The CEO opens in a calm, familiar workspace that reflects how the company actually works. There is no dramatic staging and no visual distraction. The CEO acknowledges the team and the moment, setting a steady and reassuring tone.
This establishes trust before any information is delivered.
Scene 2: Explanation of changes
Mid shot
The camera moves closer as the CEO explains what is changing and what is not. The focus is on practical impact. How teams will work together day to day. What employees will notice in real terms.
This is where clarity matters more than inspiration.