Why should you use video in your marketing strategy?

In recent years, watching videos on various platforms has become increasingly popular, with current topics and trends becoming regular themes of conversation among friend groups and workplaces.

But they are so often overlooked and underestimated by brands looking to increase their reach.

Here, Account Manager Keira Pearson looks at how using video content across digital channels adds an extra dimension to your marketing strategy.

Reasons to use video content in your strategy

If you aren’t using video content within your marketing strategy, particularly on social media, you are missing out on one of the most popular ways people consume content.

Not only that, but video captures the attention of viewers for longer periods of time than static content such as images or graphics, meaning it often achieves higher engagement rates.

Through video people can show and explain products or services, behind the scenes can be revealed and the personality behind a brand can be presented. This can make a brand relatable and therefore more memorable to viewers.

Where should you use your video content?

Ultimately, the placement of your videos depends on your PR objectives and target audience, as different demographics typically use different platforms.

Some platforms are specifically designed for video content, such as TikTok and YouTube, which means the people using these platforms are looking to consume video content. However, it also means your video content is competing for the attention of those users and must stand out for viewers to engage.

The number of people using social media channels as search engines is on the rise, so it is vital to consider this and optimise your video to appear in search results both within social media platforms and on search engine results pages.

Capturing your content

To begin with, you should always make sure you have a full brief and access to the right equipment, as well as an appropriate background or setting.

When capturing your content it is always good to keep in mind the reason behind creating the video. What is the business looking to achieve from the video?

If you are bulk creating content, it is imperative to make sure you don’t have anything in the background that can date it quickly such as seasonal decorations.

Finally, don’t forget that you can repurpose your video content for different platforms and audiences.

If you’re looking for support in adding video content to your PR strategy, send me an email or call the Prominent team on 01473 276126.

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