We all know that the way in which we use mobile technology to consume information (and socialise) is influencing the way in which we get our messages ‘out there’. But while many of us will watch videos online via our smartphones, few actually make the link between what we are doing and what our potential customers are doing also. Which perhaps explains why so few organisations are incorporating video within their PR strategy. But you should be, and here’s why
A recent study conducted by Forbes found that 75% of senior executives watch a work-related video each week, while Cisco forecasts that by 2019 video will make up 80% of all internet traffic. Currently, 1 in 3 of all online videos are watched via a mobile device.
So with mobile ‘branding’ evidently flourishing, how can organisations – irrespective of size or sector – benefit from using video in PR? Here are 5 reasons why video can boost your online branding:
1 Increase engagement with clients and candidates:
Including a video in an email or monthly newsletter, for example, increases your click through rates by 96%. Not only that, simply having a video featured on a landing page can result in an 80% increase in conversions.
2 Video makes you more discoverable:
In 2015 Google – who now own YouTube – changed its algorithms, which means that its search results prioritorise video content over key word content. Google realised that websites were overloading their pages with keywords, so they decided to create a ‘true’ search platform that puts video higher in search rankings – ‘true’ being code for bias towards their own product, of course. The fact remains that 70% of the top 100 search listings on Google are video results.
3 It’s where your audience is hanging out:
Let’s be honest here, how often are you sat on the couch after a long day with your mobile right next to you? Well, you’re not alone – 50% of us will watch a video on our mobiles each week, which by default means that 50% of your customers are doing the same. If half of your target market is watching videos on their mobiles, isn’t that where your PR should be focused too?
4 See, hear, listen:
We PR’s love to talk about brand ‘personality’, and what better and more effective way of conveying this is there than video? There are a number of ways in which you can use video to boost your brand appeal:
i To recruit new staff: Video is a visual Glassdoor if you like, whereby potential consultants can gain an insight into what it could be like to work for your agency. Given the reported difficulties many business owners face to recruit the talent they need, video can make a significant difference.
Here is a great example of how Cardiff-based recruitment firm CPS uses video to enhance their profile as an employer of choice:
ii To position yourself as a thought leader: Got an opinion? Talk about it. Watching a video takes minimal effort, which perhaps explains why we can effortlessly slouch on the couch for hours on end! And 30-second videos are the most effective, having an 88.3% completion rate.
iii To share useful hints and tips: Share best practice tips with your audience. If we take the example of a recruitment consultancy such as the one above. think about some of the challenges that job seekers face and address these in a series of short videos, such as How to Write a CV that Employers Really Want to See, or What to Expect at an Assessment Centre Day, for example.
The University of Newcastle has a great, easy-to-self produce video of how to do this and do it well:
iv To comment on an event: If you have been to an industry event or attended a seminar you can use your phone to video those moments that will be of greatest interest to your audience. You can add commentary and visuals to the video once you get back to the office and even write an accompanying blog post so as to appeal to those people who would rather read than watch something.
5 Boost social media shares:
Human nature is shaped by emotion, so sharing content that people can connect with drives engagement and increases the number of shares a video receives. According to recent figures, more than 700 YouTube videos are shared on Twitter every minute.
Putting it all together
You don’t need a studio or expensive camera equipment to produce an effective corporate video. You can use something as simple as an iPhone to record it and edit it using Apple’s free iMovie editing suite (it’s easy to use once you get the hang of it). Once done, simply host it on YouTube and upload it to your blog page.