Enhancing Video Marketing Success with Effective Public Relations

In today’s digital landscape, videos and marketing go hand-in-hand. From TikTok to YouTube, we’ve witnessed that video content has only grown in significance as a powerful tool for businesses to connect with their audiences on a deeper, more engaging level. Today, at least 91.8% of internet users worldwide watch digital videos each week. The largest video-sharing website at the moment is YouTube. A massive amount of videos are uploaded daily on YouTube. Since the start of the “like” button on YouTube in 2010, content providers have been requesting likes on their videos. Some YouTube video with the most likes are at the top of this likes competition.

For marketers, this means one thing: jumping onto the video marketing bandwagon is no longer a nice-to-have strategy– it’s mandatory. But, as the internet is flooded with this type of content, how do you stand a chance to stand out?

Among all those video marketing strategies, public relations (PR) remains an underrated one. A well-thought PR plan ensures your videos reach the right audience, resonate with their interests, and amplify your brand message in a meaningful way.

Let’s explore the dynamic relationship between video marketing and PR, unveiling how a strategic PR approach can optimize the impact and reach of video content.

Video marketing and PR: How are they intertwined?

As we enter a fast-paced digital marketing field, the relationship between video marketing and PR campaigns has become a dynamic force to be reckoned with.

When seamlessly intertwined, these two powerful strategies can work in tandem to elevate your brand’s visibility, captivate audiences, and amplify your message like never before. Just as maintaining a healthy computer (check more at CleanMyMac) is crucial for productivity and efficiency in the digital age, combining these marketing techniques can maximize your online presence and impact.

Crafting compelling narratives:

At the heart of effective video marketing lies the art of storytelling. Communications and PR professionals are experts at shaping narratives that resonate with the target audience, and when applied to video marketing, this skill can elevate your content to new heights.

Aligning your video messages with authentic, engaging stories forge a powerful emotional connection with viewers. This, in turn, will make your brand more memorable and encourage the audience to stick around for more intriguing narratives they expect from you. Additionally, selecting the right music is crucial in video marketing; you can even use an AI music generator to create a custom soundtrack to enhance your content.

Leveraging PR’s media relations skills:

PR’s extensive network of media (and social media) connections comes in handy for enhancing your video marketing exposure.

Through strategic partnerships and collaborations, PR professionals can secure valuable opportunities for your videos to be featured on popular platforms or by influential professionals. It will then be much easier to expand your reach and tap into the previously untapped audiences.

Enhancing brand reputation:

PR’s public perception and reputation expertise can safeguard your brand’s image, fostering trust and credibility among your audience. Remember that today’s audiences only want to interact and engage with a brand they trust.

When you combine public relations with a video marketing strategy, you can boost your credibility and assure your audiences that you’re a reliable and trustworthy business they can comfortably invest in.

How to use PR to boost your video marketing performance

Now that we know how PR and video marketing can work together and become a power duo, let’s move into the nitty-gritty details. How can you leverage a well-thought-out PR strategy to take your video marketing campaign to the next level? Here are 5 tips to help you get there.

#1. Create newsworthy video content:

A great video marketing strategy starts with a well-planned story. You need to produce high-quality, engaging content relevant to your target audience and align with your brand message.

For it to be shareable and newsworthy, your videos should offer value, evoke emotions, or address current trends or issues in your industry.

For example, if you’re an author who just released a new book, you can consider creating a quick book summary video as a sneak peek. So, instead of relying on the same-old trailer video, you can pique audiences’ attention by providing them with quality content in the first place.

#2. Develop a media list:

Identify relevant media outlets, journalists, bloggers, and influencers who cover topics related to your video content or industry. This will be your targeted media list for PR outreach.

Research the journalists and reporters who regularly cover topics like your video content within each relevant media outlet. Pay attention to their previous work, the types of stories they write, and their social media presence. This will help you personalize your outreach and understand what might interest them.

Also, consider both local and national/international media outlets depending on your target audience and the scope of your video marketing campaign.

#3. Write a compelling press release:

Craft a well-written, attention-grabbing press release highlighting your video content’s key points. Start with a catchy headline that is succinct and conveys the main point of your video content.

You should focus on the most newsworthy aspects and include relevant quotes, statistics, and visuals to support your message.

Journalists receive numerous press releases daily, so keeping yours short and to the point improves the chances of it being read in its entirety.

Related read: Is Your Press Release or Media Pitch Guilty of Information Overload?

#4. Host video screenings and events:

Organize events where you can showcase your video content to industry stakeholders, influencers, journalists, and potential customers. This will create buzz and increase the chances of media coverage.

Don’t forget to plan the flow of the event to keep attendees engaged and excited. Besides the video screening, consider incorporating elements like live Q&A sessions with key individuals involved in the video’s creation, interactive activities, or guest speakers who can add value to the event.

#5. Monitor and measure results:

The job doesn’t stop the moment you promote the video. You also need to keep track of the media coverage and engagement your video content receives. Analyse the impact of your PR efforts and adjust your strategy as needed.

You can use analytics tools provided by video hosting platforms (e.g., YouTube Analytics) and social media platforms (e.g., Facebook Insights, Instagram Insights, etc.) to access relevant data for your KPIs. Google Analytics can also help you track website traffic and user behavior.

Wrapping Up

Video marketing with a PR strategy isn’t an overnight job. You can’t expect instant success or widespread recognition with a single video or event. Building a strong brand presence and reaping the rewards of effective PR efforts require time, consistency, and a commitment to continually improving your strategies.

Whether you’re a startup or an established business, combining video marketing with a well-executed PR strategy can be a potent force in achieving your marketing objectives and securing your position in a competitive landscape.

Burrelles provides a variety of services for communications professionals to maximize their PR results through a full range of media planning and outreach, media (and social) monitoring, and media analysis reporting services. Contact us to learn more or to request a live demonstration.

Guest Contributor: Andre Oentoro is the founder of Breadnbeyond, an award-winning explainer video company. He helps businesses increase conversion rates, close more sales, and get positive ROI from explainer videos (in that order).

You can connect with him on Twitter, LinkedIn, or elsewhere.

The copy and opinions expressed here belong solely to the author and do not necessarily reflect those of Burrelles, our employees, partners, or affiliates.