Video digital content

Value of video redux

2018 saw an ever-increasing roster of companies (technology brands or otherwise) utilise video in their inbound content marketing, or as part of their media relations campaigns.

Last year I wrote a Babel blog on ‘The value of video’, and with video content set to be an even higher value PR poker chip in 2019, this seemed a good time expand upon that thought.

But before we dive into how and where you can use video, and how the Babel team can support those needs, let’s have a recap of why video has become so important, and why the media want video content more now than ever before.

Video IN demand

The answer there is simple; the media want more of it because their audience want more of it, and that’s consistent across consumer, business and trade media. In fact 72% of people would rather use video to learn about a product or service, and 59% of senior executives prefer to watch video if both text and video are available on the same topic on the same page. And let’s not forget this gem: 64% of users are more likely to buy a product online after watching a video!

You also have to factor in the effect video content has on a publication’s own ability to make money; a third of all online activity is spent video-watching; people stay on pages longer when watching video versus when reading text; and videos get shared more by internet users than other types of content. All of that equals more ad revenue for publications fighting to hold onto their audience in a crowded market.

Exclusive screening

So, what does all of that mean for your business? Well, by investing a little time and effort (and not as much money as you probably think!) into producing video content, your news announcements and thought leadership articles stand a far greater chance of success. Being able to provide informative, good quality videos to the media is a big step towards building relationships and generating exposure.

Sure, a detailed animation that unpacks a detailed technical concept can be hugely beneficial for a campaign, but equally, so can a simple talking head, discussing key points of a press release with passion and clarity. You don’t need to have Pixar-level CGI skills to produce something that holds an audience’s attention.

Remember when I said video was a high value poker chip? Well, playing that high value chip at the right time, perhaps as an exclusive to a top-tier publication, can be enough to push a story over the line and secure some great, engaging coverage.

Stealing the show with video

Sitting your CEO down to talk about every release you might put out can be a pretty unrealistic expectation. However, major events like tradeshows are a prime opportunity to record some dynamic videos or product demos in a lively setting, showing your audience that you’re involved where you need to be.

Babel has a track record of producing video content for clients at tradeshows such as Mobile World Congress, which can then be used for a company’s own website and marketing efforts, or to support thought leadership and media relations campaigns. We’ve also worked with national broadcasters which have featured our clients sharing insight on major trends and hot topics at industry events.

Practice makes perfect

Not everyone is comfortable getting in front of the camera though. Despite most of us becoming more used to videoing ourselves for our social media accounts, being filmed in a business setting can be intimidating. For a lot of people, the thought of being interviewed on camera, particularly when live, is very daunting.

Media training is a very wise investment – and something Babel not only offers, but takes great pride in delivering to a high/impressive standard. Covering phone briefings, face-to-face meeting and video interviews, Babel’s media training can prepare spokespeople to navigate tricky questions and stay on message.

Whatever your current needs, video is something that should be in your roadmap for 2019. Adding it to your media relations and content strategies could make all the difference for your campaigns – and when you’re ready to shout ‘Action’, then give us a call….

Written by

Senior Campaign Director

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