I recently attended a video creation and distribution workshop looking at how good content is created and then distributed to different news agencies around the world for use on their online sites, their stations or in their papers – and across social media channels. It was interesting as it highlighted what we do already know but sometimes may forget, how important effective and interesting content is and secondly, how important video is to selling a news item in today’s world.
As news outlets are becoming more and more digital, and there is a bigger focus on online content, it is no surprise that videos are becoming a more effective way of pushing news out. However, making sure your content is effective, engaging and draws in the attention of your target audiences is crucial and certainly tricky to get right.
However, brands are creating videos and those who are fast-moving are even creating their own media rooms which store own-produced content for media to access and download. Resulting in marketers working more closely with content production teams to produce interesting and news worthy materials.
Understanding exactly what will work for the journalist and your target publications, however, is the most important part. Brands need to make sure they focus on the ‘news’ story and not publish a video which is too ‘marketing’ or advertised focused. If you are not targeting the media, then understand what will gain the attention of your social media audiences for example. From this, attention must be given when using banding in the video, as this will ultimately affect the pick up your videos receive.
Below is a great example of creating an engaging and provoking video which worked well to capture the audiences imagination and attract attention towards the product:
A life-sized polar bear is spotted in London, roaming the streets and riding the tube. The 8-foot-long male, controlled by two puppeteers inside, is part of a promotion for Sky Atlantic’s new Arctic crime drama Fortitude.
Another recent example is the Danny Cipriani ‘Welcome Back to Milk’ campaign video… A simple concept, product and ambassador endorsement, but very well delivered in terms of the video creation. One thing is for sure, the video got a lot of pick up in the media landscape and buzz on social channels.
However, once you do get this right, the viewing rate of a video press release or piece of video content can be over 50% higher (source: reelseo) than a release without a video and it helps your brand be at the forefront of the industry and establish a higher rate of share-ability.
Surely this all makes it worth it? I think 2015 will see some swift advancements in video production as equipment becomes more accessible, for example the Go Pro and organisations see the importance of video to make cut through for brands and organisations.
Headline image: University of Warwick
The Communication of Life 