As a PR pro exploring all the tools out there, finding the best one can be a difficult task to take on. This is because there are so many different options available to you. And so, having an understanding of what benefit each tool can provide you with is a great start to help you decide which ones will be worth your time and effort.

“People spend an average of six hours and 48 minutes per week watching online videos,” according to Oberlo. With this in mind, it seems painfully obvious to take a look at videos, and how it can benefit your PR agency and clients.

Here, media update’s Talisa Carlson is taking a closer look at the benefits of using video in your PR strategy for 2022.

Ready to view all the benefits? Let’s go:

Video is attention-grabbing

PR professionals want to grab their target market’s attention —and one of the best ways to do just that is by using videos. Why? Well, this is because videos provide the viewer with “visual elements as well as audio explanations,” according to Ginger Bell, founder of Edumarketing.

And with the average person’s attention span being eight seconds today, every little element within video is sure to allow for an effective and clear message.

PR pros can use video to show exactly what a brand is all about to its consumers — whether they are already supporting it or may do so in the future. This helps to build a strong reputation and allows clients to feel connected to the brand. Essentially, video content builds trust.

A great example can be seen with Octopus’s Be Helpful Company Values Animation.

*Video sourced from Vimeo

Video evokes emotion

PR professionals and emotion walk hand in hand and this is because, well — they have to. Evoking emotion within an audience is essential if you want to get a brand’s message across.

This is where video can be extremely helpful to the PR industry. It is a lot more effective to evoke an emotion within someone through this medium than it is with only text, or even an image.

The reason for this is simple: With video, the viewer can hear how a person is saying something. For example, viewers can hear their pitch and the way in which they would say a sentence.

Consider the pronunciation of that word accompanied by its emotion. The person or animation can also show facial expressions and body language — which will also evoke a certain feeling within the viewer.

*Video sourced from YouTube

Video is a snackable form of content

Oh, haven’t you heard? A 10-minute long video explaining the difference between PR and marketing is not what anyone wants. Instead, people prefer a short 14-second video just telling them. So, what does this mean? It means that, as a PR pro, you are more likely to reach high engagement on a short-form video that gets straight to the point.

Making something more snackable than what it already is will be the art and science of this ultimate public relations tool. So, be sure to create short-form video content that will resonate with a brand’s audience and, at the same time, inform or educate them on the message you want to get across.

*Video sourced from followmario on TiKTok

What are some other benefits that video holds for PR professionals? Be sure to let us know in the comments section below.

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Curious to learn more about what the new year will hold for the PR space? Then check out What is in store for the PR industry in 2022.
*Image courtesy of Vecteezy