Successfully Integrate Online Video into Your PR Campaign Part One
Every day, 48,960 hours of video content is uploaded to YouTube and two billion online videos are viewed. By 2015, the demand for online video is expected to grow by 81 percent. The New York chapter of the Public Relations Society held a panel offering techniques to create, distribute and market high- impact online video that draws eyeballs and drives results. Here is the first part that featured Jim Sulley of newscast US and Mark Rotblat of TubeMogul.
Jim Sulley, newscast US began with some stats:
When a viewer starts watching a video online:
– After ten seconds twenty percent of your viewers will move on to something else
– After thirty seconds thirty-three percent of your viewers will move on to something else
– After one minute forty-four percent of your viewers will move on to something else
– After two minutes sixty percent of your viewers are gone from watching video
Viewing times by device:
– iPad users spend five minutes
– Symbian OS for mobile devices spend four minutes
– Android OS users spend three minutes
– iPhone users spend two minutes
– Desktop users spend under two minutes
– 84% of Internet users are spending 870 minutes watching video online each month with Netflix accounting for 30% of all Internet traffic during peak hours.
Jim stated that users watch video for entertainment and to get information so you will have ten seconds to grab the viewers attention, but are not likely to keep it more than two minutes.
Since you will such a brief time it is important to know:
– What is your message?
– What is the action?
– What do you want your viewer to do?
Jim advises that to create compelling video tell a story, plan what you want to do, and create biscuits (little surprises along the way in your video.) In telling your story, don’t give away the ending up front as it is best to build the story and be truthful. Also, keep it simple from a visual point of view as there will be people watching on the small screen (smartphones) and the big screen (desktop computer monitor.)
Mark broke down the marketing/promotion aspect for online video where there is paid, earned, and owned media. YouTube would be used for earned media, paid would be for a seeking out a target audience by using pre-roll or video in a banner, and owned would be your own YouTube or Vimeo channel. Paid media drives earned media but before you decide on which avenue to pursue you must answer: What is our brand looking to accomplish? At TubeMogul they sell to brands, PR agencies and Mark stated that companies are now getting higher budgets for paid media. Online video drives on- site conversions for web retailers as viewers spend more time on the website and those same online retailers are getting lower return rates of merchandise. More brands are re-purposing their TV spots for YouTube to increase awareness. And the optimal length of the video? 60 to 90 seconds. You can follow Mark Rotblat onTwitter @rotblat.
Stay tuned for Part 2 in an upcoming post.
You may also be interested in these posts:
Allison Fine and Beth Kanter The Networked Nonprofit: Connecting with Social Media to Drive Change
Gary Vaynerchuk and The Thank You Economy
Gary Vaynerchuk and Robert Scoble Discuss Business and Social Media
Ray Jordan on Johnson & Johnson’s Social Media Strategy
JetBlue’s Social Media Strategy with Jenny Dervin
David Meerman Scott, Author of Real-Time Marketing and PR
John Jantsch, author of Duct Tape Marketing and The Referral Engine
The Mike Johnson Blog 
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