The Evolution of Workplace Communication: A Shift to Video
The Rise of Visual Communication
The traditional company newsletter may be on the verge of obsolescence, according to Duncan Clark, Head of EMEA at Canva. He emphasizes that video is rapidly establishing itself as the primary medium for workplace communication. In a landscape increasingly dominated by visuals, Clark notes the “unstoppable rise of visuals” is influencing how organizations engage with both their employees and customers.
Content Creation for Everyone
Clark points out a notable shift in communication dynamics: “Everyone is becoming a content creator.” This trend encompasses various roles within a company, from HR directors to marketing professionals. The expectation has shifted towards creating visual content that captivates audiences, making the traditional written formats less effective as they grapple with an audience that has been conditioned by social media to anticipate quick, engaging material.
The Decline of Written Memoranda
Internal memos and lengthy newsletters, once staples of corporate communication, are finding it hard to compete with the fast-paced, visual nature of modern engagement. Clark argues that short videos resonate more authentically and feel immediate—traits that align with contemporary communication preferences.
He reflects on a recent experience: “I received a direct message yesterday containing a video instead of a memo.” This simple shift highlights how people are accustomed to high-quality visual content in their everyday lives and now expect the same from their workplaces.
The Influence of the Digital Workforce
Canva has witnessed this trend accelerate not just globally, but particularly in the Middle East. For instance, users in the UAE produced an impressive 54 million designs over the past year. The region’s youthful, digitally savvy workforce is driving organizations to modernize their communication strategies. As a result, there’s a significant adoption of AI tools that enable instant editing and storytelling through visuals.
Advancements in Design Through AI
In response to this evolving landscape, Canva is heavily investing in AI technology. They recently launched a foundational design model that generates editable layouts rather than static images. This innovation seeks to address one of the key limitations of AI-generated content. Clark acknowledges that while human input will always be necessary, AI can now create designs that are practical and visually engaging.
The Future: CEOs as Content Creators
With video creation becoming increasingly seamless, Clark foresees a future where CEOs will take on the role of content creators themselves, producing their own visual communications instead of relying solely on communications teams. He emphasizes that authenticity is becoming crucial in executive messaging.
“Be visual first, and maintain your own tone of voice,” Clark advises. He believes that audiences are more likely to engage when they perceive that the content is genuinely coming from the individual.
What’s Next for Newsletters?
While the complete disappearance of newsletters is still uncertain, Clark’s insights suggest that the future of workplace communication is heading towards heavily visual formats. Rather than traditional, text-heavy documents, the trend seems to favor a style reminiscent of platforms like TikTok, where engagement is built on compact, visually stimulating content.
In summary, as the communication landscape evolves, organizations must adapt to meet the expectations of their audiences, prioritizing authenticity and visual engagement.
