Why video content is vital to PR and marketing campaigns

Video production

Integrated properly into an over-arching PR campaign, video can help companies, organisations and individuals boost their reputations and communicate key messages to the right people at the right time.

Stunning, engaging video content has long been a vital strand to many a PR or marketing campaign. It is a vital tool to ensuring the relationships built and maintained between companies, organisations or individuals and their target audiences are meaningful.

Many of PR’s core values are synonymous with video. Catching people’s attention and encouraging them to engage, delivering high engagement, evoking emotion, and above all creating trust; all are big advantages of video.

In fact, a study revealed that 57 per cent of people said that watching videos gave them more confidence in a brand before they made a purchase.

Integrated properly into an over-arching PR campaign, video can help companies, organisations and individuals boost their reputations and communicate key messages to the right people at the right time.

Why is video so engaging?

This wouldn’t be a blog about video content without sharing some statistics, and they speak for themselves.

Since the first video was uploaded to YouTube on 23 April 2005, the platform has grown to two billion viewers in a decade. Now, people are watching approximately a billion hours of clips every day.

And it’s not just YouTube. On Facebook, more than four billion video views take place each day, with 500 million viewers watching 100 million hours of video content daily, and 82 per cent of Twitter users are watching video content on the platform.

In fact, while images perform better than text on Twitter, 82 per cent of users watch video content and Tweets with video get 10 times more engagement.

In addition, 72 per cent of customers would rather learn about a product or service through video. And, by 2022, online videos will make up more than 82 per cent of all consumer internet traffic — 15 times higher than it was in 2017.

Over the course of the Covid-19 pandemic, with entire populations confined to their homes for long periods of time, these figures will have been even higher.

Why do people love video?

People enjoy video content because it is easy to consume and entertaining, which means filming, editing and production skills are a vital string in the bow of any PR or marketing agency.

Video placed across multiple channels such as social media and national news outlets (all have sections dedicated to videos) perfectly complement traditional PR tactics. Feature-length articles, press releases and news commentary in printed and online media can all be brought to life with video. Integrating video into an over-arching PR campaign is extremely powerful.

There are also great search engine optimisation (SEO) benefits, with Google continuing to prioritise the ranking factor of video in their results.

Types of video content:

When it comes to creating video content, there are many different types:

  • Explainers
  • Video blogs (vlogs)
  • Tutorials
  • Customer testimonials
  • Webinars
  • Interviews
  • Presentations
  • Live streams
  • Live video (growing rapidly, by the end of 2020, live streaming is expected to account for 82 per cent of all internet traffic)
  • Product videos
  • Adverts

Also, video conferencing has long been an option but, due to the Covid-19 pandemic, we have seen widespread uptake of platforms such as Zoom and Microsoft Teams. They are now critical to the day-to-day function of most businesses.

It is possible to record video conferencing calls, which many companies are now capitalising on to produce discussion-led content for their websites and social media channels, especially LinkedIn.

The type of video content created will naturally depend on who a business wants to reach and what it wants to say.

Before you start…

One of the keys to creating premium video content is planning. This will ensure everyone’s time is utilised efficiently and help ensure videos are of the highest quality. And naturally you’ll want to ensure your video strategy is considered cohesively as part of your wider marketing and comms campaigns.

PR and content agencies contain teams of highly creative people, who can project manage video creation from concept to delivery, whilst scheduling it into a campaign plan alongside many other forms of content – from articles to broadcast pieces and social media.

Call us on 01273 666200 to see how we can help. Click here for more information on our video production service.












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