Video content has become a crucial part of any successful multifaceted PR campaign.
Print media remains powerful and effective, but adding a video component creates a more dynamic, interactive connection.
How can you be sure your video content will be compelling and provide measurable results? Implement these proven steps that will transform your PR content into a targeted, positive multimedia experience for your target audience:
1. Start with a desired outcome.
We all know about viral videos, but do these flashes in the pan actually drive significant value for the brand involved? The answer is sometimes yes and sometimes no.
The very nature of viral videos is transitory. People grab hold of something fast, but they let go just as quickly.
A better goal is to plan a video campaign with a specific outcome in mind. This approach forces you to consider what you are trying to achieve as well as all the steps it will take to get there. It will also force you to consider your audience carefully. The end result is content that is more closely aligned with what will compel your audience to respond, rather than react.
When you plan your video campaign with the correct end goal in mind (Do you want sales or just a bunch of views on YouTube?) you will generally get more out of your campaign.
2. Pick your approach.
Some successful marketing and PR videos make the brand the focus, but others just use the video as a driving force for an idea or a value that represents the brand. The company is still there, but it’s further in the background. Both approaches can be successful.
Two recent ad campaigns epitomize video campaigns that keep the brand front and center. Dove has done a series of body positive spots where the Dove brand is featured throughout, directly connecting the brand with the message. As a more recent example, Gillette produced what became both a celebrated and controversial commercial about manhood. The company could have pulled back its branding and just produced a video focused entirely on its anti-harassment message. Instead, the company led with its branding as the originator and purveyor of the social message, exemplified in its use of its famous tagline “the best man can get.”
An example of a video that doesn’t put its branding first is the video produced a few years back for Beats by Dre. The company released a video around the World Cup called “The Game Before the Game.” The spot turned into a massive success for Beats, even though it barely mentioned the product. The headphones were there, but they were peripheral, while the focus was on the people and the passion for the game. The spot was riveting and generated plenty of excitement for the headphone manufacturer.
3. Choose the right length.
Every video, short or long, should tell a story. However, your audience will have certain expectations based on where and when they encounter your video content. If your creation is too long for the context, people will click away. If it is too short, you leave people frustrated, wanting more for their time.
4. Build the story for the audience.
Too many people make the mistake of creating the story they want to tell and then forcing it on the audience.
This is backwards. Even though you want to get your message out there, you must craft your story with the audience in mind.
What tips do you have to add, Ragan/PR Daily readers?