Using video in PR campaigns

MakingVideo

We’ve seen the presence of online video significantly increase over the past few years and it’s largely the popularity of social networks that has made it such an important form of media. Integrating video into your PR campaign can be a fantastic way to bring your brand or story to life, add impact and create social engagement.

A famous example is the Dollar Shave Club video, which made serious waves back in 2012 and subsequently, went viral. The Dollar Shave Club sell razors to their customers via a subscription based service. The funny video was low budget yet incredibly well executed and was the talk of the internet. It was responsible for increasing the company’s sales dramatically and secured them over £5m in venture capital funding.

So what makes a good video? Well, unfortunately there isn’t a set formula to make your video go viral but if done in the right way (which definitely doesn’t necessarily mean the most expensive way!), it can certainly help complement your online PR campaign for the following reasons.

Video helps to tell your story and gives it impact
This can be achieved in many ways including content that actually shows what your campaign or company is about. Stunts are highly effective in gaining the attention of the media and video is probably the best way to capture this. You could also create a behind the scenes look at your company or campaign to enable people to get a more personal view of your message and what you’re about. Your audience are far more likely to click on a video of you sharing your insights, thoughts and knowledge in person than sit and read a blog post you’ve written. You could even go a step further and set up a YouTube channel to create regular videos.

A great video sells stories better than words and pictures
People crave content that is snappy and easy to digest. A 60 second well-executed video will be far more attractive, entertaining and engaging than an article and even pictures. Recent statistics have showed that the average web browser will stay on a web page with text and images for 43 seconds, whilst a page with video keeps them there for up to 5 minutes and 50 seconds. Video is also the most popular type of content to be shared on social media. Not least of all, there is the possibility of the story going viral and being given widespread circulation such as the WestJet Christmas Miracle story video did.

Improving your SEO and boosts your Google rankings
By placing a video on the landing page of your website, this makes that page 53% more likely to display on the first page of a Google search. So any videos that you create for PR campaigns, ensure that you also host them on your website.

Whatever type of video content you decide to create, don’t worry too much about production or expensive equipment. The content is what is most valuable – even if that happens to be recorded on an iphone! Think about what your audience want to see, what they will enjoy and how you can use video to bring them closer to your message and brand.

(Photo: jsawkins)

 

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