From Vine to Video on Instagram: 5 Reasons Your PR Pitch Needs Online Video

Here are five reasons why every PR pitch needs accompanying online video.

Vine, an application that allows you to create and share 6 second videos, is an awesome marketing tool for brands. According to Mediabistro, “5 tweets per second contain a Vine link, and studies are showing that a branded Vine is four times more likely to be seen than a branded video”

Vine, which only launched in January 2013, is going places whether or not you find yourself creating and posting videos of your own — and brands, startups and advertisers should start to take notice.

Similarly, Vine’s status as a video marketing frontrunner is already being challenged by the launch of Instagram’s new video feature. A viable threat, considering “Instagram has about 130 million users, compared to Vine’s 13 million users, according to Neomobile. Meanwhile, “Instagram videos are creating two-times more engagement than Instagram photos.” (Source: Simply Measured)


Online Video and PR

Online videos, not just 6 second or 15 second ones, but larger productions, can tell stories in ways that words can’t. Marketers are slowly adopting videos into their marketing mix, and it isn’t any different for PR professionals.

Here are five reasons why every PR pitch needs accompanying online video.


  1. Your pitch will stand out from the clutter.

    Always remember that you are not the only brand sending PR pitches to the media. Many media outlets have thousands of pitches flooding their inbox’s on a daily basis, and half of those pitches look the same. Unless your story is remarkable, it’s going to get lost in the sea of pitches. So be different. Include a video and stand out from the clutter.

  2. Time is of the essence, so make it count.

    Media professionals don’t have time for every pitch they receive. So, send out PR pitches that are worth the writers’ time. In addition to being lost in the clutter, bloggers and writers are always on a time crunch to deliver content. Videos are more memorable, enjoyable, and are way easier than reading.

  3. Video makes your brand appear more interesting.

    Video is a good way to show off your brand’s personality. If your pitch is going to be about the launch of a new product, use short videos in your pitch to build anticipation prior to launch. Entice reporters to cover your event, new news or product launch. Offer visual accompaniment to your main message. It makes you appear more interesting.

  4. Video increases engagement.

    If a video is relevant and entertaining, viewers are more likely to click and share it with friends. This is where ad dollars come in to play. Publications and news outlets want to increase their viewership and the best way is through digital engagement with current readers. Include a video in a pitch that can influence publications and news outlet to cover your story and drive traffic to their site. People love visual content because it’s entertaining and informational. An entertaining and informational video can go a long way!

  5. Video is less expensive than it used to be.

    Depending on what you need to shoot your next online video, you can get by with anything from a phone camera to a DSLR camera. To create more ambitious product videos, live action comedy shoots and visual effects you may need a creative agency or video production company to develop concepts.


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