What is a press release, and how can you transform it into a compelling video?
A press release is a way to share something newsworthy about your brand. Press releases can come in written format, but another powerful medium for them is video. Video press releases allow you to tell your brand’s story visually and make it more engaging for your audience. This can be very powerful, since video is the most consumed type of content online in the world!
Videos crafted for your brand come in different forms, such as animated video how-to’s, informative listicles, product unboxing instructions, and a case study in the form of a video narrative. Your brand’s spokesperson in the video should be credible enough for viewers to believe, and along with stunning images and backdrops, you can very effectively reach your target audience and potential customers. But don’t forget about video press releases; they can be a very powerful tool that you can use to turn a written press release into a visual that converts. Here at prREACH, we can write your press release AND produce a video for it, getting you a massive 2-in-1 advantage!
How to Create a Video Press Release That Converts
While choosing the most charming face or the most charismatic voice-over could be easy, most PR companies are still stumped on how to amplify their press release distribution. Read on to find out the best ways to use video and multimedia when launching your press releases.
1. Include Aesthetic Visual Elements That Encourage User Interaction
There was a time when everything on the tabloid was just plain lumps of texts. Over the decades, marketers realized that they had to do more to capture people’s attention. They resorted to images and ridiculously too-good-to-be-true promotions, but these, too, no longer get the nod from consumers. This calls for one thing: coming up with visual elements that cut through the noise and encourage them to do business with you.
According to the Content Market Institute, 79% of marketers agreed that interactive content gives them reusable value. This results in repeat visitors to their channels and multiple exposures. Go ahead: include that stunning USP in your press release and find that one thing that separates you from your competitors.
Put it in a nice video that your customers wouldn’t dare to ignore.
2. Make it Even More Compelling With Details
One thing companies have huge misconceptions about is knowing what press releases should contain. The goal of creating press releases is to promote your unique selling point and make your product or service look like the real deal compared to your competitors. To ensure that you get a “YES!” from your viewers, make sure it’s different from other generic commercials. Video press releases should capture the interests of your potential customers and influencers, such as vloggers and internet journalists.
You can focus on selling your product or service with compelling social proof — testimonials, screenshots of results, facts from satisfied users, spokesperson quotes and even influencer validations. Video press releases can expand your reach even more since audiences find visuals engaging. This makes video press releases the best form of interaction.
If you are still thinking twice about how video content can help you improve your brand’s digital footprint or your ROI, get this: 52% of marketing professionals across the globe name video as the type of content bringing them the best ROI.
Video press releases can help you boost your brand awareness, and keep the cash coming in.
3. Incorporate Your Video Press Release in a Blog Post
Increase your SEO ranking while drawing more views and attention to your video press release. Make it an integral part of your content marketing. Produce a video press release and write a complimentary blog post for it.
Whether it’s about a new breakthrough technology that eases the appearance of cystic acne, or a one-click download-all CRM — it deserves to give your website a better ranking in the search engine results page.
Don’t forget to include a clear call-to-action on your blog and share your social media channels or contact information.
4. Add Never-Before-Seen Elements and Use an Eye-catching Thumbnail
Let your viewers recognize your video and your branding after consuming your content. Make it something that they’ll think about, and that they’ll likely talk about or mention to other people.
What is a video press release without the attention-grabbing visual content? Interactive content generates about 4-5x more page views than static content. This is why video press releases are powerful; they entice your viewers to take action.
While most PR companies would like to take the easy way using the same old concepts for creating a video press release, uniqueness is the best way to capture your viewers’ attention.
For example, here at prREACH, we use multiple images from your brand (including your brand logo) and insert them into your video so that viewers get a complete view of the topic, your product and service. Talk to us and get a video press release that helps your brand stand out from the crowd.
5. Create Video Press Release Content Based on Video Consumption Patterns
Understand who your customers are and their habits. Where are they from? When do they stay online most of the time? How long do they watch your videos? What are their interests? Study the demographics presented to you by social media. Then, you can understand what your audience wants to see and craft a video press release tailored to it.
In this modern age, online video analysis is helping brands understand who their audiences are and what their video consumption patterns are like.
A DemandGen 2015 Content Preference Survey stated that 91% of B2B buyers prefer to consume interactive and visual content.
Find what your audience would like to see and craft an interesting video press release they don’t want to miss with prREACH.
6. Share Your Video Press Release on Social Media
Did you know that video posts on Facebook get about 135% better organic reach than posts that include photos alone? Social media can help you amplify your reach in tremendous amounts. Just think about how many people reach for their phones and browse through social media feeds every day.
Social media is one of the primary sources of dissemination today. People can just open their social media accounts and feel connected to their community and society at large. This is why linking your video press release in your social media channels can be a big lead magnet. People get to know your brand better and have a chance to follow your latest updates.
Apart from increasing traffic in social media, video content is capable of growing your revenue. Marketers who utilize videos as part of their content marketing strategy increased their revenue 49% faster than non-video users.
If your video press release resonates with your audience and gets a decent amount of reactions, comments and views, you are likely to get qualified leads and convert them into customers.
Better yet, prREACH takes it one step further for you by giving you your video press release so that you can re-purpose it to use for any other marketing efforts you wish! Share away.
7. Build Authority With the Help of Anchors
Writing your press release yourself can be cumbersome. Finding an interesting angle, highlighting your unique selling points, crafting an entertaining script and using eye-catching video elements can be too much work if you are doing it all on your own.
Other PR companies can charge you ridiculous fees for helping you blast your results. But, if you don’t want to overspend on a video press release distribution service, you’re likely to end up with discounted or low cost press releases that don’t present your brand to the right audience. This risks having an anchor present your brand who is not necessarily representative of your target audience. For example, if you sell women’s hair products, you wouldn’t want a bald male anchor presenting your video press release, would you?
If you are selling a physical product or selling digital products, it’s important to keep in mind that 92% of shoppers say that visuals are the most influential factor in helping them decide whether to purchase or not.
If you don’t have a grasp of the elements that make your video one-of-a-kind, professional, and adequately get your message across, then you are likely to waste your time and money in paying for more engagements.
You can choose to hire professionals who know exactly what to do to get you real results with prREACH. We’ll write a compelling script cut from your written press release for you, too!
8. Hire a Press Release Service That Can Bring You the Results You Want
Find a press release service that can help you come up with a head-nodding video press release, even from scratch. From coming up with a catchy VSL to stunning graphics and video content, choosing the right PR service can make or break your brand.
Reach out to us and let us tell your story. Get amplified video press release results now.