Why video makes a great PR campaign

If you’re like me, you’ve dreamt of one day rubbing shoulders with the greats such as Hitchcock, Spielberg and Kubrick, and, if like me, you now find yourself in a career where you can stretch your creative legs, albeit in a less ‘Hollywood’ fashion, video production is the perfect option to both reach your company targets and get your creative juices flowing.

In my day-to-day job, I work with and combine many multimedia pieces in order to achieve our goals of spreading a client’s chosen message. More and more so I have realised the importance of using video to reach target audiences and I have seen first-hand the benefits that a well-produced piece of video content can have on a PR campaign.

The benefits seen, come down to the use of the correct type of content for the right audience. A short snappy video will work infinitely better for sites such as Facebook compared to websites such as YouTube, which is more accustomed to a longer video. YouTube places greater importance in what it calls ‘Watch Time’ and because of that longer videos tend to perform better as people nowadays are choosing to watch a particular content they have chosen or subscribe to.

Facebook and Twitter however, tend to prefer short videos (30secs- minute) with up to 85% of all Facebook videos being watched without the sound. These videos benefit from people scrolling through their feeds at work, or on the train. The length of video can have a massive impact on the way it performs.

So, what exactly are the benefits of video to a PR campaign? Videos are a form of passive entertainment, meaning unlike the written word, or in PR terms news releases, it takes zero to little effort for the user to consume the content. Meaning, it’s easier as a business to get your message across.

The use of video on a company website can also be highly beneficial. According to research by Visually, by displaying a well-crafted video on a company website, you can increase conversion rates by up to 85% with the website itself being 53% more likely to show up on search engine results pages.

Video is quickly becoming one of the largest forms of content on the internet with 72 hours being uploaded every minute to YouTube and over a billion users on the website. That’s around a third of all users on the internet consuming video content every day. It’s a really simple choice when you look at the stats.

By using video content to push out a company’s message, you’re ensuring that the message stays with your audience for longer. The Social Science Research Network states that 65% of people are classed as visual leaners meaning viewers remember 95% of a message when they watch it in a video compared to 10% when reading it in text according to digital agency Insivia.

If you want to see a drastic change in the performance of your PR campaign, ad campaign or marketing campaign then video is the key tool to use. Here at Publicity Seekers we always recommend video content output in order to increase interaction over social media. A simple live video has worked wonders for us. By filming the day to day activities of your business you can increase shareability and engagement over social media and really target your chosen audience and drive them to your company.

So now that I’ve convinced you, here are my top five tips when producing video content:

  1. Short and Sweet
    Keep your videos under 60 seconds in length when posting to social media. This ensures you keep the audience’s attention and can be succinct with your messages.
  2. People Pleaser
    People listen to people. In order for a viewer to connect properly with your message, ensure people are the subject of every video you create.
  3. Mobilise
    Over half of video content is viewed on mobile with 90% of Twitter video views happening on a mobile device. Know where your audience will view your content and create it with that in mind.
  4. Music Maestro
    The use of music in your videos is incredibly important. A simple background track can completely change the tone of your video. Pick the right music for the message you’re trying to convey.
  5. Have Fun
    If you have fun filming then viewers will have fun viewing. Have a laugh and enjoy yourself but remember to keep an air of professionalism.