Watch this space: the meteoric rise of video content

video content“Got video with that?”

It’s a question that’s put “at least once an hour, every day” to the picture desk at SWNS, the UK’s biggest independent press agency.

It comes from decision-makers at some of the country’s busiest web sites.

If we do, and it’s media that’s been produced in conjunction with our PR clients – punchy, around 90 seconds and not over-branded – there’s a fair chance it will appear online in support of their story.

If not, well then the publisher will simply go away and find something else that fits – generic material at best, or at worst, media supplied previously from a rival in the same industry.

Message muddled. Control gone.

It seems absurd to commit time and resources to a PR project – let’s say a survey – build a story around it and prepare to distribute it on a given day only to sit back and watch in dismay as the message become diluted as busy news gatekeepers add off-brand pictures and videos to fill the void you left.

Content editors don’t care about keeping things on-message for you. They’ve got ever-increasing reams of space to fill, and their aim is to keep visitors engaged on their site for as long as possible. If you haven’t supplied a video to complement your story, they’ll simply assign someone else to find material that fits.

Data from TNS Global last year showed that 79% of UK consumers who go online at least once a week watch digital videos. The figure is 78% in the US and even higher elsewhere – 84% in Canada and 89% in China.

Syndacast’s Video Marketing Statistics & Trends 2015 report predicts that by 2017, 74% of ALL internet traffic will be video.

It doesn’t need to be a magnum opus with Hollywood-style production values. A simple vox pop will suffice, so long as it’s relevant, entertaining and not overly branded. Below are a few recent examples which have kept everyone happy – you (the client) and, just as importantly, the content editors. You’ll notice that the branding is kept to a minimum, as a logo burst at the end of the vid.

How patient are you? Our video for Interparcel was part of a larger integrated campaign, and can be seen here on the news section of the MailOnline.

What is your morning routine? Our vox pop video for Simon Jersey seen here featured on the MailOnline.

ASDA’s ‘pocket tap’ story and video as published on the Mirror and Yahoo. View further media coverage here.

Like to know more about our own video, content and media distribution services? Email the team at hello@72point.com