Video posts on Facebook garner 135% greater organic reach than photo posts.
This piece recommends PR professionals should use a cross-channel content marketing approach for their video storytelling efforts. PR professionals should also understand how to cater to their target audience and measure performance to prove value.
PR professionals should always keep in mind their audience while creating their video content. The length of the video may vary widely from one content topic to another. Embedding text in videos can further enhance effectiveness and add an explanation to the content.
The author suggests that PR professionals can use an integrated amplification approach that includes the PESO model. Different forms of distribution can help target a diverse set of audience and enhance the overall reach of the content.
[4 minute read]