Written by Michelle Kane
It’s no secret that video is a key tactic for public relations and marketing professionals. The latest data shows that by 2019, 80% of all internet traffic will be video-based. How are you using video?
Video is an excellent way to lay the groundwork in the know, like, and trust relationship, bringing the potential customer into the client’s space, allowing them to see the business, to hear the authenticity in the client’s voice. It establishes a comfort level prior to setting foot into a brick and mortar location or engaging with a business online. Consumers are self-educating, with 90% using video to self-educate before making a purchasing decision. Creating engaging, purposeful video of the client’s team and product is essential.
According to HubSpot:
- 97% of marketers say video has helped increase user understanding of their product or service.
- 76% say it helped them increase sales.
- 47% say it helped them reduce support queries.
- 76% say it helped them increase traffic.
- 80% of marketers say video has increased dwell time on their website.
- 95% of people have watched an explainer video to learn more about a product or service.
- 81% of people have been convinced to buy a product or service by watching a brand's video.
- 69% of people have been convinced to buy a piece of software or application by watching a video.
- 85% of people say they'd like to see more video from brands in 2018.
Infographic via Deposit Photos
From a public relations perspective, if your goal is to have a client become the go-to expert in their field for media outlets, you will want to have videos featuring your clients to establish their expertise and telegenic capability. A reporter is more likely to choose an expert source who has proof readily available that they will be good on television.
Video fits alongside the other items in your content marketing plan. Use video on websites, in email marketing, and social media. Create branded YouTube and Vimeo channels to assist in sharing the videos and to provide a way for the content to be found outside of the website.
What kind of video is best? For a formal video, you will want to hire a reputable filmmaker or videographer. For social media, livestreaming, or a more casual presentation, “DIY” video shot with a mobile phone or digital SLR camera is fine.
There is no question this is the way to go for broadcast quality video as well as major presentations, training, any situation where presenting a top-notch, polished image is required.
Shot with your mobile phone or digital SLR camera, this type of video is ideal for covering live events, conducting informal product overviews, featuring the client’s space and team, and more.
This falls mostly under the DIY category, using either a mobile phone or desktop set-up, livestreaming via Facebook Live, Instagram, or YouTube, is an effective way to share your client’s world. Perhaps it’s appropriate to schedule a monthly Q&A using Facebook Live. Request questions ahead of time and create a Facebook event where the dialogue will take place. There are many possibilities for customer engagement using live video.
DIY Video Tools
If you plan on doing a lot of DIY video creation, invest in a few, relatively inexpensive tools:
Tripod – ideally a tripod to use with both a mobile phone and digital camera
“Selfie Light” – a ring-shaped light that attaches to your mobile phone
Stabilizer, or Gimbal – this device helps maintain a steady shot and, in some cases, allows you to attach a light and external microphone.
External Microphone – most often the microphones in mobile phones and digital cameras will do the job but if you’d like to take things up a notch, invest in an external mic.
Camera Light – This light also attaches to the stabilizer, but it can also be used as side lighting for situations where you are livestreaming from your desk.
Now that you have all this information and inspiration, how will you use video with your clients?
Michelle Kane is a confessed “word nerd” and “information junkie.” Michelle heads up Voice Matters, LLC, and is also a contributor to the Solo PR Pro blog.