In business terms, public relations is all about building and maintaining a relationship between a company and the audience it has dedicated itself to serving. PR professionals use all of the tools at their disposal to help make sure that relationship—or connection—is as strong and as meaningful as it can possibly be. While there are certainly a lot of tools in the PR specialist’s arsenal, the one which is the most effective is also one that is the most popular: video content.
Video-on-demand and OTT services, in general, have already risen to become the most powerful communication media on the planet, which is precisely what makes them so critical in this context. In fact, there are six key reasons why video content is essential for public relations that are absolutely worth exploring.
PR is About Getting People to Pay Attention
One of the most valuable assets that a PR professional can get is another person’s attention. To craft the right message is one thing, but if you want this message to work, someone must be willing to listen to what you have to say. Luckily, video has that covered—it’s been proven to demand more customer attention than literally any other type of collateral you might create.
Even in the age of information overload, people are still more willing to watch video-on-demand (VOD) content than they are almost anything else. Once you have that attention, you can use it in any way you see fit.
The Higher the Engagement the Better
Another reason why video is essential for PR has to do with engagement levels—another key ingredient to successful public relations. Studies have shown that audiences are about ten times more likely to not only engage with a video but also embed it on their own video website, share it across social media and comment on it than they are blogs or other related types of social posts. So you’re not just grabbing someone’s attention—you’re also getting them excited about it, too.
PR and Video Are Both About Emotion
Equally important for both public relations and video content is responsiveness. If you can tap into a person’s emotions, you can also tap into their subconscious—something you can then influence in all sorts of subtle ways to your advantage.
Video content is by far the most powerful way to evoke somebody’s emotions over the Internet, and this is largely thanks to the fact that people can hear the tone in your voice, see the expressions on your face, and more. Even the right application of the perfect music track goes a long way towards really selling the idea you’re going for.
Video Helps Create Trust
In the world of business, trust is everything. People aren’t going to believe in a brand and want to support it out of the kindness of their hearts. They have to want to do those things with every fiber of their being, and the only way to get to that point is to create trust—and a lot of it. It’s the key to better conversions and higher sales, and it is mission-critical in terms of the goal of any public relations specialist.
Thanks to the ways that video engages us and ignites more emotions in all of the ways outlined above, it is also a powerful way to build trust at the exact same time. Another study revealed that a full 57% of people say that watching videos gave them more confidence in a brand before they made a purchase. If you can get someone to trust you, they’re ultimately more receptive to whatever it is that you want them to do—which is music to the ears of any PR pro.
Video Allows You to Control Your Message
Successful public relations depends on one’s ability to explain even the most complicated topics and issues in a way that is easy for anyone to understand. This is another area where video content shines. Take explainer videos, for example. 98% of people say they’ve watched videos to learn more about a product, service or a brand before making a purchase. If you truly want to make sure that someone is receiving your message in a way that you have total control over, you’d be hard pressed to find anything more effective than the right video at the right time.
The SEO Effect
Finally, the use of video content also improves your SEO in an almost immediate way. According to one study, video content increases the chances of getting a page to rank highly in Google a stunning 53 times.
In terms of PR, this means that the more video content you can create for your brand, the higher that content will rank in Google. It will, of course, push negative content farther down the SERPs—to the point where they might as well not even be there at all. Most people don’t make it past the first few results on a search for particular keywords and almost nobody ventures onto the second page and beyond. Therefore, if you want to make sure that Google results for your keywords are filled with as much content that you can control as possible, lean as heavily on video as you can.