This week we kick started the 2016 CIPR Midlands events calendar with a great workshop, in partnership with Vermillion Films, on how to use video content. Video is a great medium to tell stories so, naturally, it is a focus in PR with clients eager to break into this arena.
With talks from Lee Kemp from Vermillion Films and Rob Glass, BBC Video Journalist, I have compiled a check list of things to consider when making video:
1) Kill the Word Viral
It is possibly one of the most overused buzz words of the past five years but the likelihood of your client’s video going ‘viral’ are, unfortunately, pretty slim. But, that doesn’t mean videos can’t be successful at reaching target audiences and conveying your brand’s key messages. By managing expectations, we can start to create more affective videos and reach more achievable goals. You just need to think: would you rather have 500 people who actually care about your brand or reach 10,000 who just liked the fact you had a funny dog in your video?
2) Calm Down
Video is the thing of the moment with brands saying more and more ‘we need to do video, video is so big right now’. It’s undeniable that video is huge with Facebook, YouTube and Snapchat receiving over 4 billion views a day and video boffins predicting that by 2019, 80% of web traffic will be video – but you really don’t need to do it unless it’s worth it.
The best videos take months to make with huge budgets and require massive commitment from brands. If you’re going to create something, make sure it has a purpose and you are 100% committed to video, otherwise it will just get lost in the hugely populated videosphere.
(By the way, if this was a video, you’d have probably dropped off by now as most people leave videos 30 seconds in. But as my content is so engaging, lets continue…)
3) Upload it Properly
Video is like a relay race with everyone doing their bit to ensure the final product is fantastic. Uploading it incorrectly is like tripping at the last hurdle. 100 hours of video are uploaded to YouTube every minute, so you really need to make sure that your video stands the best possible chance of being noticed. Using tagging (YouTube recommends 40-50 tags per video) and writing descriptions full of key messages will enable people to find your video. Plus the more it’s viewed, the higher up the search rank your video will become.
The go-to measurement for video is ‘how many views did it have’ but that is possibly the worst way to measure. Using hits (or ‘How Idiots Track Success’, as it’s known in the video industry) doesn’t really give an accurate depiction of how well your video has done. Using click through and shares is a much better way to measure who has engaged with your video rather than who has put it on and then left the room.
There is also an industry debate around ‘what counts a view?’ Facebook says anyone who’s watched a video for more than 3 seconds has ‘viewed it’ but did your brand logo or key message appear in the first 3 seconds?
Finally, if you’re going to get into video, you need to keep getting into video. There’s no denying that video is expensive so just doing one might seem like a good idea, but you’re just dipping your toe in the water. Like with press releases and adverts, the more you do it, the better you will get at conveying your messages and reaching more and more people each time.