Four Trends to Watch in Online Video Marketing

The average American is exposed to thousands of advertisements per day. In responding to this ocean of information, we’ve become skilled at selective attention and retention.

Video-Marketing-Strategies

So how can you make your company stand out? The answer is a well-crafted online video. Within the next three years, it is predicted that 69% of all consumer Internet traffic will be from online video. Video is the next major frontier for marketers and PR professionals, so recognizing the trends in this realm is vital to future success. 

Know Your Audience’s Attention Span

Consumers want videos, but you have to know what consumers are willing to watch. It’s difficult to get consumers to sit down for five or ten minutes to watch your video in an online environment. At the same time, conveying a strong message in a six-second Vine or fifteen-second Instagram video might not always be possible.

Finding that happy medium, generally between one and three minutes, is ideal for conveying a message while maintaining the attention of your viewers. As Mallory Perkins, Social Media Analyst for Coca-Cola, noted at the PRSA International Conference, “we have seen that videos that are shorter in length that tend to be even a minute and a half…have worked the best.” But don’t live and die by that rule. Rules after all are meant to be broken. If your media assets are only strong enough to produce 45 seconds worth of solid video content, or if the video is super engaging at 7 minutes, go with it!

It’s All About the Content Marketing

Consumers won’t seek out or spend time watching traditional marketing advertisements aimed at selling something, regardless of the quality, length or message. However, consumers are more willing to engage when there’s other value for them—in other words, if it is a content marketing video.

Clients no longer want their videos to be over branded. They want viewers to take in the message first and then associate that message with their brand or organization. Without the sales message in the forefront, consumers become much more trusting and more willing to watch the video, leading to higher levels of engagement with the customers and a better relationship with the brand. Check out some great examples of content marketing here. One of my personal favorite partnerships in content video is between Acura and the web series: Comedians In Cars Getting Coffee by Jerry Seinfeld.

Multi-Platform Accessibility is Key

As mobile capabilities continue to expand, so, too, will the demand for content that is optimized for all technological platforms. Quality, loading times and viewer size all vary by platform. And while those stats you put in the corner of your video appear completely legible on tablets and laptops, it won’t be very easy to read on a phone with a four-inch screen. Consumers depend much more heavily on mobile platforms than they ever have before, so making sure your video is viewable whether it’s on a four-inch screen or a fourteen-inch screen is vital to video marketing success.

Sharing is Caring

No matter how well made or interesting a marketing video is, if consumers aren’t engaging with the video, it won’t gain the exposure it needs to have an effect on the brand. Social networks are an excellent way to gauge the effectiveness of a video. Not only can you track how many people have seen your video, but you can read what they’re saying about it and see whether they consider it to be “share-worthy.” A good video marketing strategy usually is accompanied by a solid distribution strategy.

Has your company had success with video marketing? What worked well and why do you think it was a success?

 

Tod Plotkin is the Principal of Green Buzz Agency which serves as a video content creator for brands like Hilton Worldwide, Under Armour, and Cisco Systems. Tod also organizes the largest annual Marketing conference in our nation’s capital called What’s Next DC. Feel free to connect with him on LinkedInIf you are interested in applying to a PR, Marketing, Social Media, Event Planning, or Video Production internship at GBA send your resume to info@greenbuzzagency.com

Lessons from PRSA International Conference: A New Professional’s Perspective

The last time I attended PRSA International Conference in 2010, I was convinced that I needed (and wanted) to join Twitter after sitting in on so many compelling social media sessions. Joining Twitter when I did was one of the best decisions I made in my early career. On my way to San Francisco last month, I couldn’t wait to see what the 2012 conference would have in store for me.

In a three-day whirlwind, I furiously monitored Twitter feeds, filled numerous pages with notes (am I the only one who still takes handwritten notes?) and even had time to kick back and socialize with industry peers. The conference flew by, and my brain was on overload on my flight back to Chicago. I was excited about all the new tips and tricks I was going to implement right after conference, but once the overflowing inboxes and pressing deadlines kicked into my routine again, it would be easy to forget everything I learned and go back to doing things the way they’ve always been done.

Even though a month has passed since conference, a few key takeaways made a lasting impression on me. Here’s what I’m still thinking about four weeks later:

Content is king: One of the themes across many sessions and keynotes was that traditional sales-y press releases and marketing speak are no longer tolerated, by either the media or consumers. The key to achieving great results for PR campaigns is developing and sharing relevant content targeted to your audience. The question “So what?” has never been more important.

When the spreading of information is placed in the hands of the public—not just the media—content can cause your communications to sink or swim. Newsletters, images, tweets, blog posts and videos should all be developed with the audience in mind, making sure to show what’s in it for the consumer when spending their precious time on your communications. Provide interesting content and both consumers and the media will keep coming back to your brand for more.

Social media should supplement, not replace: Tim Westergren, keynote speaker and founder/chief strategy officer of Pandora, mentioned in his general session that social media would never replace his town hall meetings or personalized emails to Pandora users. Other presenters echoed his sentiments that social media is a great tool, but it’s not a strategy and should not be the lone tool in your toolbox.

Even the Conference committee realized that social media is no substitute for in-person networking and relationship-building and hosted a tweetup (my first!) for attendees, allowing us to meet face-to-face with other PR professionals we follow on Twitter, as well as make new connections. Being able to speak with other professionals in sound bites longer than 140 characters was an irreplaceable opportunity to make more meaningful impressions.

Don’t rest on social media alone to converse with your audience and provide relevant content for their use. You might be missing out on great chances to connect.

Passion drives success: Both Biz Stone, co-founder of Twitter and keynote speaker at Conference, and Westergren made one point clear—passion and belief in their business was the driving force behind their success.

As new professionals, we may not always have the privilege of working in an industry for which we have a specific passion. The truth is, because of the economy many of us are either still looking for positions or are working in positions that might not get us jazzed every morning. Maybe you love sports, but you’re interning at a local hospital, or you’re working for a corporation and long to be involved with political campaigns.

However, if we can learn anything from Stone and Westergren, it’s that the passion for what we do will determine our success. If you focus on your dedication to pitching reporters, keeping up with social media trends and providing the best results for your organization or client, you will succeed in your career. If you have a great idea, don’t give up on it. Dedicate yourself to PR and your goals.

I know I really do love PR, I love learning and I love when I achieve top-tier media coverage for a client. It’s all interconnected.

 

Who else attended PRSA International Conference? What else would you add? What did you learn?

 

Heather SliwinskiHeather Sliwinski is an account executive at KemperLesnik, a Chicago-based public relations agency, providing media relations and social media services to a variety of B2B clients. She has held positions in marketing and event planning for corporations, nonprofits and higher education. She earned a bachelor’s degree in journalism and mass communications with an emphasis in strategic communications from the University of Wisconsin-Madison. Sliwinski is the blog co-chair for the PRSA New Professionals Section. Feel free to connect with her on LinkedIn or Twitter.

Getting the Most Out of PRSA International Conference: 4 Tips for New Pros

So, you’ve registered for the PRSA 2011 International Conference. Now what? All you need to do is pack and relax, right? Well, maybe. This year’s conference is going to rock! Most likely, you’ll leave with a few business cards in hand and, most importantly, the tools and knowledge necessary to take your career to the next level. But, there is much work to be done.

Here are a few tips for new PR pros to help get the most out of conference:

  • Plan your schedule– the International Conference is jam packed with sessions, and it may be hard to choose which ones to attend. By planning ahead, you’ll be able to enjoy the conference more. Look for sessions that relate to your everyday job and ones that might challenge you. As a new PR pro, you may want to consider sessions like “How to Pitch to Overworked Journalists and Harried Bloggers and Come Out Unscathed” or “The Personal Branding Project – Crafting Your Identity.” Sessions like these will help hone your craft and position you to the right audiences, especially if you are looking for a job.
  • Network, network, network – so much of what we do is about creating and retaining relationships with key media and stakeholders. It’s only fitting that in order to excel in this field, we need to make connections with other professionals. You never know where your next job offer will come from, and you never know who might become your mentor. So, don’t be shy–introduce yourself to someone new at each session you attend! A must-attend networking event is the opening-night reception hosted by PRSA Orlando (shameless plug). The reception will be a great way to kick off the conference with other industry professionals from across the country. Other must-attend events include the PRSA Connections Networking Luncheon and the PRSA and Inside PR Tweetup by the lazy river. (Yes. You read that right. There is a lazy river at the hotel. Let’s do this!) 
  • Enjoy Orlando – conference isn’t all work and no play. There will be plenty of time to soak up some sun or venture off property to explore the other side to Orlando.
  • Follow up with your connections – be sure to send personal notes to all the connections you make at conference. You’ll want to keep in touch. In fact, when you get a business card from someone, write a note on the back of the card about what you talked about or where you met them to help jog your memory later.

So, pack your bags and trek on down to Orlando. The awesomeness that is the PRSA International Conference starts in a few short days. Who’s ready for some PR fun in the sun? 

Christina Morton is on the PRSA Orlando Regional Chapter Host Committee. She is an account executive specializing in social media for CBR Public Relations in Maitland, Fla.