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Using Video in Press Releases

Do you see value in including video within your press releases? If you said yes, you aren’t alone.
PRWeb recently surveyed 1,817 PR professionals and found that 94% see value in including video with news releases. Despite that high number, only 12% have ever included video in their own releases.
That’s bound to change.
Frank Strong, Director of Public Relations for Vocus, passed on some interesting facts gleaned from a recent webinar done in conjunction with Mark Robertson of ReelSEO. Robertson pointed out that:
Online video is at an all time high; time spent viewing video online is up 50% since 2008.
55% of those who watched more than an hour of online video content per week, watched news related video during that time.
25% of those people also watched commercials or promotional videos.
64% of marketers surveyed declared video the most effective content in a multimedia press release.
Asked what makes an effective use of video in a release, Strong provided Malibu Boats as a great example.
Malibu Boats has some of the best uses I've seen -- this example here -- is user generated content, which Malibu Boats points out has tremendous credibility.  They have seen Web site traffic increase 30 percent and page views upwards of 25 percent.  Hard to say if that would have happened without video or not, but Amy Mauzy public relations manager for Malibu Boats, points out, “Pictures are worth 1,000 words, but video is worth a million."
Now consider the above source material a bit biased since it’s coming from studies and research done by or in conjunction with PRWeb. But that doesn’t mean it’s not valid. On the contrary, they have the data to support the value of video and hopefully will be releasing more numbers on this soon.
Until we get that data, there are numerous anecdotal examples that show how video can be used incredibly effective to explain your concepts. We’ve used this with a great deal of success with our own clients. Recently we’ve been pitching BriteTab, an online service that makes creating a multimedia online resume an incredibly simple process.
Initially we had some success with those reporters solely focused on careers, but struggled with general business reporters. People not in the industry needed to better understand how this service worked and what value it could provide. And they seldom had time for a 30 minute demo. Enter video.
We worked with the client to pull together a quick one minute and 30 second video to explain. Instant results.
EMBED VIDEO
On the other side of our business, the Walker Sands web team has seen demands for online video increase dramatically in the last year. People want marketing videos like the one above, training videos for internal employees, even abilities to add user generated videos for contests and other purposes.
If you haven’t realized, online video is here, and it’s time to incorporate it into your marketing mix.
Strong closed his email interaction to me by talking about the growing importance of online video, “All this seems to make logical sense – people like to absorb information in a variety of ways – text, audio, visually. Using video allows people to take in information in their medium of preference.”
What do you think? Do you think, like I do, that we are just at the start of how online video can be used? And how have you used online video to reach your audience?

Malibu Boats Video in Press ReleaseDo you see value in including video within your press releases? If you said yes, you aren’t alone.

PRWeb recently surveyed 1,817 PR professionals and found that 94% see value in including video with news releases. Despite that high number, only 12% have ever included video in their own releases.

That’s bound to change.

Frank Strong, Director of Public Relations for Vocus, passed on some interesting facts gleaned from a recent webinar done in conjunction with Mark Robertson of ReelSEO. Robertson pointed out that:

  • Online video is at an all time high; time spent viewing video online is up 50% since 2008
  • 55% of those who watched more than an hour of online video content per week, watched news related video during that time.
  • 25% of those people also watched commercials or promotional videos.
  • 64% of marketers surveyed declared video the most effective content in a multimedia press release.

Asked what makes an effective use of video in a release, Strong provided Malibu Boats as a great example.

Malibu Boats has some of the best uses I've seen -- this example here -- is user generated content, which Malibu Boats points out has tremendous credibility.  They have seen Web site traffic increase 30 percent and page views upwards of 25 percent.  Hard to say if that would have happened without video or not, but Amy Mauzy public relations manager for Malibu Boats, points out, “Pictures are worth 1,000 words, but video is worth a million."

Now consider the above source material a bit biased since it’s coming from studies and research done by or in conjunction with PRWeb. But that doesn’t mean it’s not valid. On the contrary, they have the data to support the value of video and hopefully will be releasing more numbers on this soon.

Until we get that data, there are numerous anecdotal examples that show how video can be used incredibly effective to explain your concepts. We’ve used this with a great deal of success with our own clients. Recently we’ve been pitching BriteTab, an online service that makes creating a multimedia online resume an incredibly simple process.

Initially we had some success with those reporters solely focused on careers, but struggled with general business reporters. People not in the industry needed to better understand how this service worked and what value it could provide. And they seldom had time for a 30 minute demo. Enter video.

We worked with the client to pull together a quick one minute and 30 second video to explain. Instant results.

On the other side of our business, the Walker Sands web team has seen demands for online video increase dramatically in the last year. People want marketing videos like the one above, training videos for internal employees, even abilities to add user generated videos for contests and other purposes.

If you haven’t realized, online video is here, and it’s time to incorporate it into your marketing mix.

Strong closed his email interaction to me by talking about the growing importance of online video, “All this seems to make logical sense – people like to absorb information in a variety of ways – text, audio, visually. Using video allows people to take in information in their medium of preference.”

What do you think? Do you believe, like I do, that we are just at the start of how online video can be used? And how have you used online video to reach your audience?