Video Press Releases Best Practices
The traditional press release recipe is simple – an attention grabbing first sentence followed by an inverted pyramid of facts and quotes around your news. This rinse-and-repeat formula is useful for getting news out fast and communicating effectively, but like many things that are washed too many things it can start to get worn out and dated.
To break this cycle, publicists and marketers alike are gravitating to the communication avenue of the future – video.
Integrating video into your traditional press releases allows the news to still be communicated with efficiency, while also adding back the personal elements of your brand. Using video to tell your news gives you more control on the message and lets your release stand out to grab the attention of media outlets and ultimately your target audience.
If you want to be part of the professionals carving their way in this new age of press releases, follow our best practices below.
1. Directly embed your video in the post
Don’t let your content get hidden behind a link, by integrating your video right into the body of your release it gives a seamless viewing experience by putting the content into the viewers focus. Blogs and news agencies can also then take your embed code and enable it in their story, while you still get the analytics from the video.
2. Plan your text accordingly
Although your video is adding new spice to your release, don’t neglect the accompanying text. It’s okay to repeat information or a quote from the video in your text on the off chance the media outlet strips your video, or the reader prefers a quick skim. Including key words in your text will also help strengthen your SEO.
3. Use a recognizable face in the video
Having an executive speaking on camera or a familiar face of your company is great for building loyalty and trust around your brand, and viewers will be more likely to tune in.
4. Add your logo bumpers or lower third graphics
Putting your branding at the beginning and end of your video, or subtly throughout using graphic overlays puts a polished touch on your video.
5. Pick a thumbnail that grabs the viewers’ attention
It’s all about getting views and the thumbnail is the first preview at what the video behind it holds, so make sure to pick the most interesting frame for the thumbnail.
6. Host your video on your social channels as well
Spread the wealth of your newly created video content and post it YouTube, Facebook, Twitter and Instagram with a link to your release to get as many eyeballs on it as possible. For example, Facebook videos get 135% more organic reach than photo posts. You can also include a link to the video on one of your social channels in the release for easy sharing.
7. Add a mix of media
Any visuals help tell your story better, so if you have a infographic, animation or image that compliments your video be sure to include it.
8. Do it LIVE!
If you’re ready to take things to the next level, ditch the pre-recorded video strategy and bring your news to life by embedding live streamed content in your release. Nothing creates more urgency or excitement around news than when viewers know they are hearing it first in real time.
If you’re excited about trying out this new strategy as soon as possible, consider doing a video press release to promote your next webcast or webinar. Learn more about the value of combining your PR and Marketing efforts for webcasting in our last In the Know video blog, and don’t forget to subscribe on the right for more content like this!