than ever, the trend is towards video. With the proliferation of media
communication, everything is accelerated and the targets, although they are
numerous, are solicited at all costs. By betting on video, you thought
boost your visibility? The benefits are many more!that
whether in internal communication, events, on social networks, in
traditional media… video is everywhere and in formats just as
various: after the Video News Release, here comes the era of Video News Piece,
promised a bright future.
What is Video News Piece?
Video News Piece is a new innovative tool that revolutionizes public and press relations. This is a video created and edited by your company or your communications consultant which, once completed, will not be editable by the media.
The VNP is communicated as is in the media. It should be distinguished from Video Press Releases which are extracts from images and videos, but the editing of which is left to the journalist’s discretion. The main advantage of a VNP? The message is transmitted as you wish and your communication is harmonized and standardized in all the media that relay your information, which allows you to manage your brand image.
Video appeals to consumers aged 7 to 77
The videos illustrate a point or a practice while maintaining a balance between speech (explanations) and image (demonstration).
Indeed, several studies have shown that information is better received and retained when audio and visual are combined together. In addition, 90% of the information transmitted to the brain is visual and the visual would be processed 60,000 times faster than text. For example, it was estimated that 1 minute of video equals 1.8 million words.
For me, this is partly due to the fact that the speed and the sequence of different images have a very dynamic aspect which makes it easier to capture and retain attention, because the eye is immediately attracted to movement.
Already in 1969 studies have highlighted the power of video on memorization. These demonstrate that we memorize 10% of what we read, 20% of what we hear, 30% of what we see and 50% of what we see and hear. And, let’s agree, we all prefer to watch a video rather than bother to read.
First, it’s fun. Second, it’s simpler. This is one of the faults of our society, which has become more lazy and overconsumed with brief and rapid information. But no matter what you think, a communicator must know how to adapt to these trends to take advantage of them. So to make their job easier, reduce their efforts and keep the media audience alert, let’s produce videos!
One of the other great advantages is that video increases the confidence of your internet users and prospects. With VNP and image, you build a relationship of trust with consumers, because 96% of them find that video is a real help in their purchasing decision process.
Without a doubt, your business must bet on video!
the fact that the video is shared quickly, easily and its “wow” effect
», It immediately makes your brand more visual and attractive, which
will improve traffic to your web page. It is estimated that a user
stays on average 20 seconds on a site without video, while
that with a video, this average climbs to… 5 minutes!
Indeed, the video brings a significant plus and enhances your offer, because it has an interactive and fun side. Knowing that articles that contain images are 94% more often viewed, let me tell you that this is a tool that we could not count on in recent years.
In addition, according to an Aberdeen Group study, the average conversion rate of a site using videos is 4.8% compared to 2.9 only for a site without video. Finally, one of the other advantages of video in communication is that it will make you gain visibility on search engines, so that your target finds you more easily.
In short, the new generation communicator will have to take advantage of video and especially Video News Piece to build an effective 360º communication strategy.
About the Author
A graduate of a Master in Communication at the Autonomous University of Barcelona, Didier Lagae was deputy managing director of Edelman Iberia, Head of EMEA reputation management at Weber Shandwick and Director of Weber Shandwick Iberia, Director of external communication EMEA at Levi Strauss & Co and Responsable Communication International at The Body Shop.
Didier, founder and CEO of MARCO, the highest rated and most awarded agency in Spain, won the Best PR Professional – Continental Europe award at the prestigious PRWeek Global Awards in May 2019. He is also the author of the book ‘ Marca País, a País como Marca ‘(National Brand, a country as a brand).
2018, he became a climate leader thanks to the “Climate Reality” project, a
global initiative created by Al Gore, former Vice President of the United States and
Nobel Peace Prize laureate.