Without video: it’s not news
Facebook Instant Articles is still in the pilot phase, but with 6 major International news groups participating in the pilot as PR practitioners we need to be taking this pilot very seriously
According to Facebook, if there isn´t a video to accompany the Instant article, it will not appear on your Newsfeed. So, if we want our clients to appear in the Instant Articles, each story needs to have a video.
2015 is most definitely the year of the video. Visual communication has been exponentially, and across a variety of platforms and looks set to continue to do so. In Germany, YouTube is already the second most used online search engine after Google. A study conducted by Cisco predicts that in 2017, 69% of Internet traffic will come from video consumption. With this in mind, as public relations agencies we need to be integrating video content into all our communication plans for clients.
According to Interactive Advertising Bureau (IAB), in United States consumers already spend more time watching videos on the Internet than on TV. In Spain we still haven´t reached that point, although Internet users dedicate 25% of their time connected on the Internet watching videos. I am sure it won’t take us long to catch up with the United States.
So having put in an order for my Director’s chair… what can I do to make sure myself and my team are ahead of the curve when it comes video production? We need to be producing video content that is attractive, interesting, funny and to encourage people to click the “Share” button. Here are three types of online video content, which work very well as public relations tools:
Video infographics: in recent years there has been a real “boom” in the use of infographics. They have had a lot of success because they allow us to present a lot of data in an interesting and visually attractive way… although sometimes they may seem a bit “boring” (especially if they´re poorly made). Video infographics are the evolution of the conventional infographics that apply the techniques of video to present information in a more consistent manner with the media environment around us.
Video infographics are quite easy to be made and there are even apps to develop them if we want to avoid external suppliers. Although they generally allow displaying less data than a conventional infographics, the information is presented in a much more attractive way. Take a look at this video infographic, for example, “Men vs. Women: Who´s the better driver?”, which has also had its version as a conventional infographics. Which one would you choose if you had to choose one?
Case studies in video:
Testimonials or case studies are one of the most favorite content for PR agencies since they demonstrate our achievements for our clients. However, they do not always easily reach non-specialized audience because (admittedly) sometimes corporate “case studies” are a bit uninteresting.
Video case studies, however, are more dynamic and complex products and can be presented in an entertaining way. They also inspire clients, who are sometimes reluctant to participate in a testimonial to support a particular supplier or they do not have much time. Additionally, video case studies do not require lots of equipment to be prepared: a camera and editing software are enough.
An example of how to use a video in this type of public relations actions is the program of a case study video of SAP in Latin America.
Vines and Instagram videos: Instagram and Vine are two of the most successful audiovisual social networks in recent times. In large part it´s due to the creativity of its users, capable of transmitting messages in short videos, such as six seconds Vines. On the other hand, Instagram was created focused on photos, but since 2013 short videos can be posted, a feature that has had a great success. Communications agencies have already begun to use Vine in campaigns aimed at consumers (as the one you can see below) or even in press releases (for example, include a Vine in a press release or announcement to attract attention and get them to read it; very good idea!).
These are just three examples of how online video is helping PR agencies to communicate better and reach wider audience with the clients´ messages.
What other examples of online video applied to public relations do you know?