Video content enhances the relation between brands and consumers
The digital revolution provides brands with whole new opportunities to connect with prospects compared to a few years ago. Digital channels took over the role-played solely by television or newspapers and changed the way brands, and consumers connect.
In recent years, we could see a drastic increase in video content. Along new communication channels, new audiences rise.
How is the Public Relations agencies work influenced by the growing video content use?
Companies are competing with each other for consumers and a place in their mind. PR agencies assume this responsibility to enhance a brand’s online and offline presence through a cohesive vision and messages adapted to all communication platforms. One of the essential roles an agency has is to reach the target audience with relevant content.
Public Relations had to adapt to the new trend where more and more video content is generated and shared on all communication channels. Consumers prefer videos to text, so PR agencies transformed their approach and became video content producers. This trend gives small companies an important advantage because public relations can enhance their online presence through video.
Storytelling remains the key to reaching the right audience
Everyone knows that good stories attract people. But now, it is not enough to just attract someone, you have to write brilliant content in order to make people want to share it. Stories are the link between companies and customers, and PR agencies are one of the content creators. More and more studies reveal that video marketing is increasing its importance in connecting with consumers. 90% of them consider videos useful in making buying decisions. There are four levels in which video content impacts the viewer:
- Engaging: our brains are programmed to produce and pay attention to storytelling
- Emotional: stories invoke emotional responses
- Educational: videos are processed faster by the brain and information is retained longer
- Empathetic: videos can develop feelings of trust or human empathy
A public relations agency knows how to generate content suitable for every platform and how to manage the changes that appear in the audience’s perceptions. The shift that the public made towards video content can be understood in the actual context of limited spare time people have. Information goes through faster, and it is easier to remember.
How public relations agencies must adapt the video content depending on the platform they use?
Even though when we think of video content the first platform that pops into our mind is Youtube, there are a lot more channels like Facebook, Instagram, TikTok, or Snapchat, that allow videos. Each one of these communication channels needs a different strategy because the audience relates differently.
Facebook is the perfect medium for short clips with a condensed story. Usually, consumers watch them without sound, which means that what they see, must have a strong impact in the first 10 seconds, otherwise the viewers will turn their attention elsewhere. Studies show that more than half of the people don’t finish watching a clip.
Compared to Facebook, Youtube is a better channel to grow a client’s visibility on searching engines. Youtube offers more SEO benefits and is better suited for long, complex video content.
Snapchat is used if a company desires to relate in a more personal way with the customers. Facebook and Instagram transform the interaction between brands and consumers giving the former huge platforms to disseminate their values through storytelling and video content.
Video content intertwines with the modern world’s rhythm of life. Speed is essential in a world where information can be transmitted in a matter of seconds. Companies must adapt to this reality otherwise, they risk becoming irrelevant. In the era of constant communication, they need to be ready to communicate instantly.
The public is more educated and exigent, a context that creates the necessity for professionals that know how to reach and create engagement from the target audience. Public relations agencies understand it and can employ strategies suitable to help brands to disseminate their messages. Through video marketing, PR agencies have the perfect tool to produce attractive content for different audiences and different platforms.
At first, there was The Word, but now video content became central in social media, and public relation agencies are this age’s messengers.