Creating Effective, Compelling Video Content For Public Relations
As an online marketer or PR expert, it’s time to begin using new strategies to keep your audience engaged, enthusiastic, and ready to share your latest content offering.
No one will deny that white papers, press releases, and case studies are excellent online content options. But they aren’t the only fish in the pond.
There’s never been a better time to jump all over video content creation. It’s the hottest media format online right now.
According to Forbes, after surveying a group of senior executives, they determined that 75% of them watch work-related videos on a weekly basis. And slightly more than half watch work-related videos at least once a week on YouTube.
Video marketing campaigns can be challenging to pull off, but experienced PR firms can make it happen with the right guidance.
We will now share practical tips to help you create a powerfully effective online video approach.
Storytelling at a Higher Level
With a traditional press release, there’s only so much you can say.
You can use it to share action-oriented motivational anecdotes and statistics with your audience. But it isn’t necessarily enough to get your target audience to take the appropriate action.
As an example, let’s say your client runs an organization that has started a crowdsourcing campaign for raising funds to feed and shelter stray dogs. Even if your client made a clear and impassioned plea for help, what would set the message apart from the dozens of other appeals for money that the average person receives each week?
In contrast, how moved will your target audience be if they watched a video of your client feeding, sheltering, caring for, and playing with skinny, hungry-looking stray dogs?
This video would really tug at your target audience’s heartstrings and make the psychological connection between the heart and the wallet. It will convince many caring people to make donations to the charity without much thought.
Sharing true life video like this is how you take storytelling to a higher level. It makes it possible to recognize the value provided by the nonprofit, and to help support their mission, people will gladly provide funding so they can continue advancing their righteous cause.
This type of sad, true-to-life video might even have the target audience weeping and bursting into tears after they see the state that these beautiful dogs are in.
What’s more important, this video will inspire many to take action to support their cause.
The Powerful Effects of Video Testimonials
Sharing testimonials with your audience is an excellent way to generate additional business. Corporations have used this approach for years. Think “nine out of 10 doctors recommend,” the premise of many commercials.
When former and current customers take time to speak highly about their experiences with an organization, this is priceless information that you should immediately share with the world.
Posting a copy of emailed testimonials from clients on your website and on your social and media network is certainly a great idea, and it will bring new business into the fold because it provides “social proof” as to the value of your product.
Do you know what’s even better?
Video testimonial is way more powerful and it will create even greater conversions when potential customers see real people talking fondly about their experiences with a company.
Recording client video testimonials will certainly take time, effort, and energy from PR firms. But the long-term positive effects that it will have on the business will far outweigh any inconvenience one might experience during the video testimonial creation process.
Make Your Video Short and to the Point
People have taken to video because it’s easy to consume lots of information quickly without putting forth any serious effort.
PR experts agree that it’s a waste of time to create hours upon hours of video content that nobody will ever watch. Your viewers expect business oriented videos to be short and sweet and get directly to the point.
On the video site YouTube, the average length of the most popular videos was 4 minutes and 20 seconds, while the shortest was 42 seconds, and the longest was 9 minutes and 15 seconds.
So give the viewers what they want. Share video information in short bursts, kind of like soundbites.
Video services agree that short videos receive many more views than their longer counterparts.Statistics noted on The Next Web reports that two minutes is the maximum recommended length of a video that viewers will click on, watch in its entirety and engage with.
PR teams should recognize the value of sharing video content during their public relations efforts. Please use these strategies to create action-oriented videos that every audience is happy to watch.