Should Video be Part of Your Communications Strategy?

Published On: August 23rd, 2018Categories: Agency news, PR, Social MediaBy
[vc_row][vc_column][vc_column_text]As part of Black Vanilla’s 10th birthday celebrations, we’re making a series of 10 films which will share some of our knowledge and insights into today’s communications challenges.

Naturally, we felt that the first film should examine why video should form part of your public relations plan.

[/vc_column_text][vc_empty_space][vc_video link=”″ align=”center”][vc_empty_space][vc_column_text]Share your brand’s story

So, why should you use video? Well, Hollywood is a testament to the power of storytelling through film and that’s because humans trade in stories.

We all tell our own stories every day, from what we did this weekend to tales of heartbreak or personal victory.  We also share other people’s stories and we retain them, resharing at relevant moments. In short, stories are part of our lives.

In a commercial context, stories can help us to form an emotional attachment between a brand and its audience.


Create trust with video

Images can transmit complex messages more quickly than words, and by combining pictures with speech, we can create an even more powerful communications tool.

More importantly, video puts a face and a name to an organisation, so the messages conveyed become more believable and trusted.

A video is also beneficial in crisis communications, or when difficult or challenging messages need to be communicated. A good spokesperson will have empathy and convey authenticity, representing the organisation in a far better way than a statement on a website or social media post.


Where to use your video

So, where should you use video? Much has been made of the rise of video in social media, and it’s worth keeping in mind that Facebook favours longer videos in the feed algorithm.

However, across all social channels, video gains more responses and engagements than images or text, while video embedded in websites improves organic traffic. Videos in newsletters drive higher open rates and marketers know that people who watch a video demonstrating a product are more likely to buy it.

Video can also be an effective addition in press releases, as it gives journalists options on how they can share client news.


Here are some basic tips for using video:

  1. Keep it short – under two minutes long.
  2. YouTube videos will rank highly on Google searches so do upload across different channels – website, LinkedIn, Facebook, YouTube, but generally live video on Twitter has a limited lifespan.
  3. Grab people’s attention in the first 10 seconds.
  4. On social media or on a website use an eye-catching thumbnail image when you upload the post.
  5. Like all good content, always ensure the video gives value to the audience and meets their expectations – don’t make it a sales pitch.
  6. Finish with a call to action…


Speaking of which, if you’re interested in learning how we can help you improve your brand storytelling using video, please get in touch![/vc_column_text][/vc_column][/vc_row]

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