The Changing Face of TV and Online Video


Online video killed the TV star?

If a picture says a thousand words then it’s safe to say that quality video content speaks for itself.

One of the greatest assets to any campaign is keeping up with the growing evolution of video – one which satisfies the public’s need to be entertained and want to be informed simultaneously.

The media craves video, which is great news for PROs. However, your traditional, news bulletin styled content is no longer the order of the day. Sites like Buzzfeed, Unilad and Lad Bible have changed the industry’s demands drastically. Text driven, visually strong, snappy content is overrunning the web, from social media feeds to daily newspapers.

Shareable content drives engagement and what’s more shareable than something that engages and generates a reaction from viewers? Be it laughter, sadness or pure joy, a video should be fluent in emotion. If it’s for a cause, don’t underestimate how quickly the public can potentially leap into action, eyes still filled with tears. A visually appealing story that garners this kind of reaction can be absolute gold dust in the modern PR landscape.

We now see video overflowing onto our social pages. Facebook, Twitter and Instagram are all much-more video lead, so much so it could be the death of TV as we once knew it. Smart TVs are now streaming video originally designed for online and social, could this be the future of home viewing?

Then there’s the full immersive experience? Virtual reality was introduced a couple of years ago to your everyday consumer which gives PROs the opportunity to create content that allows the viewer to not only watch but live the brand. 360 degree cameras are an added bonus, giving a wider scope and an interactive approach while still engaging heavily with your content.

Never underestimate live streaming. Whether it is Facebook live, Periscope, Instagram live or a more traditional live stream you are immediately extending and increasing your reach, especially while reporting events.

Want to make your point quickly but maximise your coverage? A series can usually guarantee an audience’s return and if it happens to be 90 seconds or under you’ve got their attention for the full feature: they call it short and sweet for a reason. If you only have a minute to make an impression, use the time wisely.

Brands are constantly striving for content that stands out from the crowd and they are willing to take risks to do it, however you have to be focused on your target audience at the end of the day. You wouldn’t add explosions into a “how to” hair tutorial, it just wouldn’t work for the brand. So remember what your objectives are, who you’re targeting and how you want them to react. With that being said – you can’t expect a piece to camera with a brands marketing manager to go viral either.

Remember when you are generating ideas that videos are always changing and evolving there are no real rules except for asking yourself the following three questions:

Who would watch this video?

Would YOU watch this video?

Would YOU share this video?

By Abi Cramp

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