The PR industry as a part of a fast moving 24/7 digital era has been facing several challenges. This highly competitive market produces an immense number of information, however, there remains a problem to differentiate quality over quantity. Too much of content disturbs the audience who becomes drown in data. As our attention span is even shorter than the one of a goldfish, a possibility to spark our interest has become even more difficult.
The concerns about the industry future has been expressed. Being a PR professional means to have a flexible and multidisciplinary approach to get attention of jaded audience or to impress journalists. The lines between PR, social media, digital marketing, and advertising are quickly disappearing while the role of press releases is being overtaken by direct to audience engagement. The PR industry needs to earn consumer’s attention rather than interrupt it.
It is important to choose an appropriate channel when spreading a message to target the right audience. The necessity to become agile foster the creation of digital publications. Because print papers as we know nowadays are disappearing, digital means is becoming favourable winner in the battle of preference.
The key to successful modern PR is to be different. For 2018, the essential is not to produce as much PR content as possible, but rather a content that will stand out. New consumers preference leans towards video content. By 2021, 82% of global consumer Internet traffic will stand for the video.
Is video content creation the way how to catch audience’s attention and boost engagement in PR?
As Mark Zuckerberg, CEO of Facebook predicts:“Video is a mega trend, in a decade, video will look like as big a shift in the way we share and communicate as mobile has been.” Video has become a trend in the digital environment as the number 1 preferred content type among audience. To engage with and learn more about a certain brand, 41% of audience choose watching a video.
Videos build trust and help to increase users’ understanding of the product or service based on 97% of marketers. Positive impact of video content shows, the users have been convinced to buy a product or service by watching a brand’s video in 81%.
Audience expects appealing and easily accessible content which has power to engage. Videos encourage sharing and contributes to branding by promoting company’s logo. Good news are, the most memorable branded content 3 times more popular than branded blogs or ebooks is a video. The other reasons why to incorporate video content in PR are to boost search engine rankings and to help email marketing click-through rate.
Video content trends for future includes sponsored/branded video content, livestreaming, mobile version, and advertising videos.
Learn from the best examples of video content as part of PR:
Best brand story telling videos
Best promotional product demos
Case study hits 13M views in a month
Successful campaign of a viral video recruitment
Launch of a new product