A year ago requests for online video production were limited to approximately 20 per cent. Today there is wider acceptance from both clients and PR professionals that video consumption is now the norm. It was can be difficult to get clients to realise that this is a real opportunity for them, and many are quite scared at the prospect. Take Red Bull for example they are a brand that appreciates how 'command and control' of content can drive coverage and help campaigns reflect brand values: From Air Race to X-Fighters, all of Red Bull's memorable activities are supported by online video production, which takes a moment-in-time activity and ensures it ends up as a globally viewed event.
According to IT and networking giant Cisco, video is set to dominate the Internet in the coming years. In its white paper Cisco Visual Networking Index, published in June last year, the company predicted that by 2014, video in all its forms, including video demand and TV streaming, would exceed 91 per cent of global consumer traffic. Internet video alone will account for 57 per cent of consumer internet traffic.This white paper lays down a stark challenge to PR professionals. Master video or miss out. No brand or agency can afford to lose that amount and range of traffic. And the way consumers are viewing internet video is changing, as a result of smartphones, tablets and the newer Google TV and Apple TV. These innovations, which allow users to view the internet through their TV screens, are already creating consumer interest. A report from research agency Harris Interactive published in January and measuring 'buzz' showed 51 per cent of consumers were very or somewhat excited about Apple TV, while Google TV had 45 per cent of consumers excited. Furthermore, 54 per cent of people who were aware of Apple TV had actively discussed it, and for Google TV this figure was 48 per cent. Whether Apple and Google hit the right formula or another platf orm emerges, it is certain that internet video will soon be infiltrating living rooms across the UK. The big buzz word over the past seven to ten years has been viral. Brands wanted to produce a viral video that would be shared by millions of people. But that is slowly fading away. Now brands are looking to provide a different type of video such as product specification video.
For example, if you want to buy a new phone you might look at a product specification video that shows you all the features of an iPhone4 or the latest HDC smartphone, which is more informative and user-friendly than reading a load of specs or watching a 30-second TV advert.
Content can also help maximise sponsorships. Vodafone sponsors the McLaren Formula One team and Lewis Hamilton, and it is using that to provide content that adds value. There are many F1 sites and publications, as well as sports and lifestyle sites, and they would take the content because it is fresh and unique.
Here's some examples of successful online video production, and outlines what every PR pr ofessional needs to know.
Do not make an advert. Online video production needs to be appreciative of a media-savvy audience who recognise when they are being "sold to." Over-excitable clients who want a brand mention in every scene and a logo at the bottom would be better off consulting with an advertising agency.
Put the audience first, not the client. 'This may sound counter-intuitive but otherwise you run the risk of creating a fabulous corporate video that no-one will ever watch. Producing successful campaigns will have considered the relevance, audience hook and shareability. You must appreciate the end user.
Know what you want to do with the content. What a TV station requires is very different from what a blogger will use. A TV station might need a clean B-Roll in broadcast quality. An online news site may want a full package including music and voice-overs, whereas a blogger may prefer a shorter clip with a smaller file size.
Qua lity is vital. Owning a video camera is not necessarily a qualification to handle branded content. Online video production has to be well produced, of high quality and well edited. You would not send a tiny, blurry, out-of-focus photograph to accompany a picture story, so apply the same logic to creating video content.
Content needs to be entertaining and tell a story. You do not have to film reams of content - keep videos short and sweet. Unless there is a genuine reason for a person to watch the film, they will not.
What can video add to a PR campaign?
- Extend the reach, longevity and impact of a campaign.
- Cross international borders.
- Get messages to those with little time or inclination to digest traditional media.
- Potential for sharing beyond initial placement.
- Reach busy journalists tied to their desks.
- Help ensure consistent messaging across all media.
- Direct engagement with audience.
Online video producti on is the most influential medium on the most influential network, so get onboard!
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