Video content is everywhere. On social media, websites, trade shows and even on transit shelters and billboards. Do you know why? Because it’s one of the most effective means of engaging your target group in the story behind your company, brand or product. But there are many more ways to integrate video content in your PR or communication strategy. It’s important to really think about the video and what it should achieve, making it as efficient as possible. We’ve listed five tips for good PR video content.
What do you want your content to achieve? Do you want to create brand awareness, generate more attention for your product or increase your sales? A video should always contribute to the bigger picture and correspond to your objectives. Our client Gigaset pro for example wanted to creatively illustrate the company mission and product assortment. We made an animated video, available in multiple languages. And Bosch Professional Power Tools wanted to show exactly what construction professionals – the target group – do all day. To shed a light on this, we created several case videos, which we shared with the community on social media.
What goes for the image, also goes for the story you want to share. The most popular video content is well-thought out: the script is carefully created. Whether it’s a product video, a corporate video for your website or snappy content for social media. Scripting takes a lot of work. Sure, you can get quite far as long as you use your brains, pen and paper, but the best result is achieved when you work with people who do this on a daily basis.
As long as you have access to a good camera, you can make a great video, right? Wrong. If you’re producing a video, you should only do it if you’re proud of the end result. So go for high-quality microphones and hire a professional to do the editing. Still, not every video is the same. An experienced videographer can make a real difference. For Bosch, we made a Facebook video in which we filmed from the back of an open refrigerator. Those are the kinds of cool shots that can really make a video.
Before you make a video, think about how you want to distribute it. Are you just going to post it on your website or do you want to post a version of it on Instagram? Figure out what you want, so you can take into account the right format while you’re filming and editing. Do you want to get as much out of the budget as possible? Use the same video for different goals: on your website, LinkedIn, Facebook and Instagram for example. But also keep in mind you’ll need different versions of the video. People on one medium may have a longer attention span than people on another medium.
Sometimes, clients show us a video and tell us they want the exact same thing. But not every company should make the same type of videos. It’s important to keep your own brand in mind and make something that suits you and your customers. So take into account your brand values and the message you want to communicate.
Need help making video content? Every goal and budget have a corresponding solution. At LVTPR, we can help you from beginning to end: from script to the final editing phase and distribution. Whether it’s one video or a whole series– no matter the purpose. Contact us and discover the possibilities.