One of the most exciting marketing channels to watch next year (quite literally and pardoning any puns) is video PR. All our sources tell us that this is the fastest growing area, with the UK being the third on the list for the highest number of videos watched in 2011, so far. This equates to a staggering 166 billion videos viewed in the past 12 months with only America and Canada ahead of us in the viewing statistics.
From a consumer’s perspective, video is a much more accessible format in such a congested media. It gives the story far more impact through both sound and pictures, and has the potential to go viral if the subject matter is entertaining enough or it catches an emerging trend. When you think about it, are you more likely to switch on your mobile device/TV or travel to the shop to buy a newspaper? Technological advances are the biggest influence on the way society operates. Marketing departments therefore need to stay ahead of the game.
Brands using video as a promotional or point of purchase tool are enjoying significantly higher conversion rates than those using static content, therefore if your business does not currently include video in its strategy this is a strong indication it should be included for 2012.
Video also massively helps your SEO opportunities attracting the attention of search engines, especially when supported by a keyword-rich title and a paragraph about its content. This needs to be taken very seriously when you consider that Google now owns YouTube,
If you need any further convincing that video PR needs to be part of your business marketing mix for 2012, then here are some of the facts and figures:
- A total of 1.2 billion people watched 201.4 billion online videos in October 2011 alone.
- 85% of marketing brand managers currently use online video on websites for promoting products and services.
- Videos are 53 times more likely to generate a first page ranking than traditional SEO techniques.
- If a small business adds a video to their website’s business profile:
- Profile views are increased by 100%
- Profile clicks are increased by 30%
- Generated calls are increased by 18%
- The ecommerce site receives an increase of 55% in its flow of traffic, increase of 30% in the physical site, and incidence of purchases gets an increase of 24%.
What can video PR be used for?
Video can achieve all the usual PR angles and more. Here are a few examples of videos your company may use:
- VNR (Video News Release) – must be newsworthy and strong to send around television stations
- Product Launches
- Video of conferences and events
- Video for conferences and events
- Vox pops
- Client testimonial videos
- Video tour of your company office
- Short interviews to introduce personnel
- “How to” videos to demonstrate your expertise
Where can these videos be seen?
The internet offers many destinations for video to be posted including magazine/news websites, blogs, company websites, micro-blogs, forums and direct emailing. In fact if you have produced a video for your latest release you are more likely to get covered by local and national press due to their current demand of video content. The traffic to newspaper websites is continuing to surge despite a decline in print circulation and editors are embracing video for higher SEO in a media where convergence journalism is an absolute must.
At Bridge we already have magazine and news editors crying out for video content, and we predict this will be a growing trend in 2012.
How can you market your business with video?
Bridge has a range of video packages to suit every budget and every need, from a straightforward short, sharp video news release to a bigger budget corporate video.
To find out more, just get in touch.