How to Build a Video-Forward Press Release That Improves Engagement

 

 

Videos, photos and graphics have long been a popular way to create memorable and compelling press releases. Modern PR strategies are increasingly shifting toward video-forward press releases, which can help not only with your traditional PR efforts but also help elevate your brand in AI search.

If your organization is doing the same, it's important to think strategically about the best ways to use video to support the story, engage audiences and maximize the value of every press release.

What Makes a Release Video-Forward

In a video-forward press release, the video anchors the story. The content in the press release supports the video asset rather than repeating the same content.

The goal of a video-forward press release is to help journalists and audiences use the content easily. For example, a news station might use some of your video footage in their story or share it on their social media profiles.

Core Components of a Video-Forward Press Release

A video-centered press release should follow the same best practices as a non-video release and include the following components:

  • Strong headline: Just like a traditional press release, the headline attracts attention and convinces a reporter to open the press release.
  • News summary: This part of the press release gives a quick overview of the video and clearly communicates the importance or value of the story.
  • Hero video: This professionally produced video tells your story using direct-to-camera speakers, interviews and B-roll. Embed and/or link to the video in the press release.
  • Supporting quote: Include a quote from an industry expert or company executive that adds insight, context or perspective to the story in the video.
  • Key facts: Add a bulleted list of relevant facts or proof points that support or validate the story.
  • Call to action (CTA): Let audiences know what to do next to engage with the story or your business. For example, visit a website for more information or download a document.
  • Media assets: Offer supporting assets such as images, graphics, tables or reports.

Video Specs, SEO and Accessibility Considerations

In a video-forward press release, ensure it is visible and usable for all audiences by incorporating these technical considerations into your workflow.

Optimized Captions and Transcripts

Include clear captions to make your video accessible to all audiences. The captions enable people with hearing loss to understand the video context. They also enable people to watch the video without sound.

Include an accurate text transcript for each video. Identify each speaker to make the story more accessible for people who use screen readers.

Optimize captions and transcripts with relevant keywords, and add timestamps to the transcript to help search engines understand the content and context of the video.

Mobile-Friendly Viewing

Make sure they can read the content and watch the videos by optimizing each video-forward release for mobile viewing.

When you're testing the mobile version of your press release, ensure that:

  • Text is readable (usually 12-16pt)
  • Video player controls are usable on touchscreens
  • Video player resizes for different devices
  • Videos have a full-screen option
  • Navigation menus are condensed
  • Page and video load quickly
  • Pop-up windows are sized correctly

Clear Thumbnails and Formatting

Your headline gets audiences to click into the press release; the thumbnail convinces them to play the video. Thumbnails should be clear, interesting and related to the headline. You might use a still image of a key statistic, for example, or a compelling moment in the video.

Keep your thumbnails and video formatting consistent. Use the same fonts and styles, and put the video at the same point in every press release.

Consistent Branding

Use your video to reinforce your company's branding elements. Your title and end screens might include the company's logo, signature fonts, brand colors and website URL. If your press release directs users to a landing page, make sure the formatting and design are consistent with the release and the video. When the video is embedded on the landing page, it should use the same thumbnail and player controls.

Easy Asset Usage

To encourage engagement with your video assets, ensure they meet the appropriate specifications. You can help audiences share the video content by providing:

  • HTML or iframe embed codes
  • Downloadable versions in multiple resolutions
  • Explanation of acceptable uses and required credits
  • Limitations for clipping and cropping

How to Repurpose Video Assets After Distribution

Producing high-quality videos requires both time and resources. To maximize the value of each video, you can repurpose it in other areas of your business.

Ways to resume video assets include:

  • Share on social media: Post short clips on your organization's social media profiles with a link to the press release or landing page.
  • Add to newsroom pages: Publish the video-centered press release on the "news" page of your website.
  • Include in a newsletter: Include the video in your company newsletter with a link to the press release.
  • Use for sales enablement: Give videos to your sales team to align the messaging and give them more content to use in their pitches and sales calls.
  • Distribute to investors: Your news videos are a great way to keep current investors informed and educate potential investors about the business.
  • Paid amplification: Video automatically attracts attention, making it a valuable asset for paid press-release amplification.
  • Follow-up media pitching: Send videos to journalists to provide extra context when following up on previous pitches. Because video is often more engaging than text, it can help media outlets understand the impact and relevance of the story quickly.

Common Mistakes to Avoid in Video-forward Press Releases

Audiences have high standards and clear expectations for videos thanks to the popularity of short-form video platforms. When you're publishing video-centered press releases, make them more user-friendly by avoiding these common mistakes:

  • Using overly long videos
  • Not switching visuals frequently
  • Failing to provide context for the story in the video
  • Skipping captions or transcripts
  • Publishing videos without supporting assets
  • Treating videos as decorative instead of strategic

Final Thoughts

Done well, video-forward press releases can be an effective addition to your communications strategy. By using your videos to make stories more compelling and easier to understand, you can increase coverage and engagement.

Make sure videos are accessible, shareable and easy to repurpose. When you make video part of your strategy and workflow, you can engage your audience and improve the long-term value of your content.

As you break into video-forward press releases, expand your distribution strategy with PR Newswire's Multichannel Amplification and paid placement services.