In this digital age, the way that businesses and content creators communicate with their audiences is dominated by video marketing. Video has been the most widely used and engaging form of content among users everywhere.
In fact, according to Wyzowl’s State of Video Marketing Survey 2023, 91% of businesses use video as a marketing tool.
Video marketing is absolutely one of the most favored methods of learning about a brand’s goods and services, and it also has the added benefit of saving both time and money. Therefore, it’s no wonder that its popularity shows no sign of decline.
If you are looking to boost brand awareness or simply address a critical issue using a video, this article is for you.
We’ll explore the essential steps and strategies to create a powerful video PR campaign that resonates with your target audience, gets healthy customer engagement, and achieves your communication goals. Read on.
What Makes Video Marketing Effective?
Video marketing involves the use of videos to improve brand recognition and generate leads or sales for a product or service. It also boosts interaction across diverse marketing platforms.
If you’re not yet using it, then you’re missing out on a number of advantages this strategy offers, especially when your goal is to establish a genuine connection with your audience.
Using video is an invaluable tool for multiple reasons, but most primarily for the following key benefits:
- People love watching videos, and they engage with them.
- It allows you to tell stories in a compelling and emotional way.
- It is more shareable and more likely to reach potential customers.
- It can increase conversion rates and leads as it influences people in their purchasing decisions.
- It enhances your online visibility because search engines like Google typically prioritize video content in search results.
In addition to all of these, the psychological effects of video marketing cannot be understated. A video engages both the auditory and visual senses, which is crucial to capture and maintain the attention of those with short attention spans. It works better than text or static images!
Also, people empathize and mirror expressions through mirror neurons, which creates a powerful sense of empathy that, when harnessed in video marketing, can motivate viewers to take action.
Tips for Creating a Powerful Video PR Campaign
Develop a Video Marketing Budget
Developing a budget for a video PR campaign is important for creating effective and well-polished videos, regardless of whether you’re a start-up or already established in the industry.
Costs associated with pre-production, video production, and post-production must all be taken into account, as well as the cost of running ads (if you decide to have one).
However, even if you don’t have substantial financial means to begin with, you can still create engaging visual content on a budget.
Video production does not have to be expensive. You can always start by recording footage with the camera on your smartphone and adding a royalty-free stock film, animation, or background music track.
In addition, there are countless free video makers and editors available online. However, you might consider using a paid application that comes with more features that might later come in handy should you wish to expand on your video PR crafting tools down the line.
If you’re thinking about paid social media advertisements but working within a tight budget, consider marketing your client’s products organically rather than paid advertisements.
You can easily post your video content on your social media profiles and still attract the same level of interest, generate leads, and increase sales.
Once your budget is ready, then that’s the time you can start running paid advertisements — no hurry needed.
Identify Your Target Audience
Before you create or produce any video content, clearly identify your intended audience. While you might assume that a broad audience would be interested in your content, without tailoring your videos to specific individuals, you’re unlikely to get much attention.
To make sure you’re pitching to the right audience, you need to create an ideal customer profile. An ICP provides a clear picture of the perfect customer for your product or service.
This includes understanding your target audience’s demographics, interests, and preferences.
Once you know who your campaign is intended for, it becomes easier to plan and tailor your message and content accordingly.
Experiment with Different Video Formats
No single type of video can fit every purpose or capture every audience’s interest. This means a lot of trial and error so you can come up with a successful video marketing strategy. So feel free to explore various video formats until you discover what best suits your needs.
You can start with explainer videos, unboxing videos, DIY guides, video interviews, behind-the-scenes glimpses, and more.
If your audience didn’t respond well to the first few video campaigns you put out, there’s no purpose in mass-producing hundreds of videos of the same type. Instead, try to experiment and create a wide variety of videos in various styles.
For example, if you’re trying a product video, don’t just settle for a product demo video. You can explore other types of product videos, such as product comparison videos, interactive product videos, and product review videos.
Each type caters to a specific market, niche, goals, platforms, as well as tastes and preferences.
With all these video choices available, you can be creative and try exciting new ways. Don’t just stop at one. Each type has its own strength, which can help you see your brand from different angles and perspectives.
What’s more, experimenting with different video formats helps you find what resonates most with your target audience. It also makes your content fresh and innovative, preventing your target audience from getting bored and encouraging them to keep coming back for more.
Ultimately, using various video formats can improve your video marketing efforts and help you meet your diverse content goals. So, go ahead and try them out.
Tailor Your Videos to the Platform You Will Use
In addition to considering the different types or formats of videos, you also need to tailor your content or format to the platform you choose to use for your campaign.
This is because different platforms attract a variety of audiences with varying preferences. Each of these platforms also has its own content format.
For example, while a 20-minute tutorial can do well on YouTube, a concise three-minute overview might give better results on Facebook.
Talking about video length, the era of TikTok has only underscored what experts already knew about video campaigns in the past: the more condensed they are, the more engagement they get. That is why videos must be the ideal length to be successful.
A good starting point is to reduce your video to a runtime of up to 2 minutes (depending on the video player, i.e. the platform that you’re using — ideally, you would go shorter than this on Instagram or TikTok). You’ll have more than enough time to tell your narrative with that.
How about a video podcast on YouTube? While this platform is heavy on video, it is now incorporating podcasting into its site.
A video podcast is not an audio-only medium as it includes video elements that complement the audio feed. It can be a panel discussion, a tutorial, or an interview.
You can consider this format if you have a YouTube channel. It will help you build up trust as your audience will become more familiar with you and recognize your face in your video podcast.
Whether you opt to use Facebook, Instagram, LinkedIn, YouTube, or all of them, keep in mind that you may need to adapt your video content accordingly. This is so you can effectively connect with your target audience.
Tell Your Story
What brands do you remember because of the stories they tell? Nike, for example, is known for its “Just Do It” campaign, a story of determination featuring athletes from different backgrounds. Doesn’t it inspire you to take action? That’s the power of storytelling.
Sharing your story in your video campaigns creates a personal and emotional connection with those watching them.
As human beings who are wired for connection, your audience will be able to relate to what you are sharing and are more likely to engage with your content and with you as a brand.
And aren’t stories memorable? Imagine watching a compelling video with engaging audio marketing materials. Yes, you can combine video marketing with audio marketing, which is the use of sound, to promote your brand.
This powerful combination of visual and auditory elements can drive stronger brand recognition and loyalty. When you encounter this kind of video campaign with an engaging narrative, doesn’t it stick to your mind better and make you recall the brand more easily?
More importantly, a video PR campaign that tells your story is crucial in establishing trust and credibility. A well-developed message can demonstrate the value of your product or service, as well as the benefits of what you are offering.
To make your story as effective as possible, keep in mind the following best practices when planning your video campaign:
- Don’t tell, just show. A video stating that skincare is vital is okay, but one showing the many benefits of skincare and how they can be attained through your products (plus some actual customer testimonials with before and after shots) is much more effective.
- Strong opening. A highly compelling video will have an engaging opening to hook its viewers. For example, a good video game PR video would use a particularly impactful image, scene, and/or voiceover that grabs the attention of the viewer as soon as it starts playing.
- Have a distinct objective. What message do you want to send to your target audience? What impression are you trying to make? You should know the answers to these questions before you even start producing videos.
- Make it appealing to the intended audience. This is one reason why you need to identify your target audience. Think about who your main viewers are and which type of video they are most likely to enjoy.
Consider User-Generated Content
While you can create different videos about your products, services, or your brand, making your customers the star of the show is one way to engage them and bring your brand more exposure.
For example, you can encourage them to film themselves while using your products or services and ask their permission to post their videos on your website or social media profiles. This makes video marketing more fun, engaging, and inspiring!
Once your customers see themselves in your videos, they will most likely share them with their friends and families. And as your video with them in it gets shared on their newsfeeds, they won’t feel like they are watching an ad while your brand gains exposure.
If you’re blogging as part of your content strategy, you can also use your user-generated video content for your next blog post. Blogging not only builds brand awareness and helps with your search engine optimization goals.
It also supports conversion, which can impact your bottom line. As it provides real-life experiences, user-generated content adds authenticity and credibility to your blog.
If you want to improve the quality of your marketing material, consider using videos. It will help you establish your brand, connect with your audience, and achieve your communication goals. However, it requires not only creativity but also strategic planning.
If you’ve never done a video PR campaign before, and you are hesitant to do it, start with the tips in this article for inspiration. You will surely develop a campaign that engages your client’s target demographic in no time.
But remember that video marketing is not a one-size-fits-all approach, so be sure to adapt to the ever-changing digital landscape for maximum impact. Take the first step today! Your audience awaits, and your brand’s potential is limitless.