Why your PR campaign needs video content
Posted by: Arc7Admin | 05.05.15


Tom Brereton Downs tells us why this post should probably be a video…

If a picture is worth a thousand words then a video is worth 1.8 million. Well, that’s according to research by Dr James McQuivey of Forrester Research.

Whilst, like many statistics, we can take this with a pinch of salt, there is no doubt video is transforming the way organisations across the globe are telling their stories and communicating information.

It’s no secret the YouTube generation are voracious consumers (and creators) of video. Indeed, YouTube is the number two search engine in the world (after their owners Google).  

But video is not just ‘down with the kids’ – we’re all watching them, indeed 59 per cent of senior executives would rather watch a video than read text on a website.   By 2017 it is expected that video will account for nearly 70 per cent of all consumer internet traffic (Cisco).  

We don’t have time to read 1.8 million words describing a local restaurant or a new car we fancy, but a 90 second video will pretty much tell us all we want to know, not in terms of information but more whether it ‘feels’ the right choice.  

Whilst video isn’t always the best for facts, it can’t be bettered for communicating emotion, a feeling, the vibe of someone, somewhere or something.  It can move us, enrage us, excite us, amuse us and so often engage us.   

And, despite our fantasies of being rational beings, scientific research is constantly reminding us we actually nearly always make decisions with our ‘hearts’.

Communication can also be much clearer through video.  For example, we find it much easier to interpret a speaker if we can see their facial expressions, hear the nuances of their speech and actually see images of what they’re talking about.  

Is it time you started exploring how video could be best used within your organisation? How might you use it better to connect with your audiences?  How are your competitors using it?  When do you find yourself pressing play on a website? What impact does it have on you?  How are your friends and family experiencing video on websites?  

Of course there are videos that communicate well and videos that we ’skip’ within five seconds.  What makes a good one will be the theme of a future post.  Probably itself a video…