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Executive Tips
Video viewership rapidly increases, presenting PR opportunities
Last year alone, the time consumers spent watching videos increased dramatically, from an average of 14.6 hours in December 2010 to an average of 23.2 hours in December 2011 (comScore). Videos have become an integral part of how people get information, and therefore have become a value-add to press releases. Here are some tips to successful video-enhanced PR:
1. Complement; don’t repeat. Consumers want a narrative that grabs their attention and captures their emotion. When using video with a press release, avoid repeating the same points. Use the video to show the side story, the details and the behind-the-scenes perspective.
2. Pitch the story. Using video to tell a story to your customers is important, but remember, it is simply a different method of sharing information. Traditional PR skills, such as media pitching and media relationships, are still vital. A video won’t share itself.
3. Leverage social media. Social media is a great tool to increase awareness and interest, but don’t overstay your welcome by posting anything self-absorbed. Your audience follows your social media to learn, not to watch a commercial. Be interactive; viral videos can seize the attention of a virtually infinite audience.
4. Measure your success. Metrics tools, like YouTube Analytics or Facebook Insights, can teach you about your audience, who they are, what they watched and how the video was shared. Past results and measurements can be used to adjust your videos to be targeted for fuller impact.
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