Recently I wrote a post, here on BurrellesLuce Fresh Ideas, outlining key tips for integrating online video into your PR campaign from a recent PRSA-NY panel. For this post, I thought I would re-cap some of what I thought were the most compelling best practices for creating, marketing, and measuring online video content – as discussed at the event.
The event featured presentations from Joe D’Amico, PopTent; Jake Finkelstein, Method Savvy; Jonah Minton, Ustream; Mark Rotblat, TubeMogul; Eric Wright, DS Simon; Jim Sulley, newscast US; and Larry Thomas, Latergy.
It was followed by a roundtable Q&A moderated by Jason Winocour, social and digital media practice leader at Hunter Public Relations.
How to Create Online Video Content
Nearly 89 percent of journalist report that they regularly include online video content in their stories. But how can marketing and communications professionals create compelling video content?
Jim Sulley, president of Newscast U.S., had these best practices to offer:
- Understand who you are trying to reach. Who are your target demographics?
- Get the attention of the people watching. You only have 10 seconds to hook their interest.
- Shoot to script, don’t script to shoot. In other words, take the time to plan your videos and write a script.
- Create biscuits, little surprises along the way, and don’t give away the ending upfront.
- Be truthful. And remember, production values count.
- Entertain or DIE.
- Too much text is annoying for online video.
When creating video content, you will also want to get your online community, stakeholders, and agencies involved, as this with provide you with feedback and help you market your initiatives. (more…)