Business Wire Charlotte Hosts Experts on Using Video

June 21, 2010
– by Angela Hayworth, Client Services Representative, Business Wire/Charlotte

Business Wire/Charlotte recently hosted back-to-back events in Durham and Charlotte, NC entitled Adding Video to Maximize Your Reach, Exposure & Pick-Up.

These events, held on June 16th and June 17th, provided a forum for PR professionals to learn not only why video (and multimedia in general) is important to include in a company’s PR strategy, but also tips on how to make a video effective.

The panel of speakers for the Durham event on June 16th included:

L-R: Valerie Aguirre, Scott Sharpe, Rachel Toole

The panel of speakers for the Charlotte event on June 17th included:
  • Joe Carleo, Owner, Advanced Media and Language Services
  • Jason Silverstein, VP Product Development, ACBJ/Bizjournals.com
  • Rachel Toole, Sales & Marketing Manager, MEDIAmobz

L-R: Jason Silverstein, Rachel Toole, Joe Carleo

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Brevity Is The Soul Of Viewership

April 8, 2009

Online video is the Internet’s It Girl right now: Viewership of online video is up more than a third, Hulu and its streaming full-length shows are the #2 video site on the web (stealing eyes from TV screens), and it seems like even your grandmother is vlogging on YouTube now.

But with all those tens millions of videos being watched, who’s really watching?  That apparently depends on how long your video is.

According to a new study by TubeMogul, people are watching a lot of videos, but they aren’t watching for very long.  More than 10% of viewers click away after the first 10 seconds of a video, and after a minute, more than half the audience is gone.

Audience Attention Span (Source: TubeMogul)

(Source: TubeMogul)

While TubeMogul’s data has a number of caveats and limitations, and they seem to be concerned with the implications for pre- and post-roll advertising, I’m more interested for what it says about PR-related video content — product demos, talking-head interviews, etc.

We always advise our own users to keep their videos short; ideally, less than 5 minutes long.  (As you can see from the graph above, fewer than 10% of users will hang around for more than 5 minutes.)  Rather than include a lengthy video with your multimedia press release, create a short excerpt, and make the full video available for download or by request.  It’s easier to keep viewers for a minute or two, and leave them wanting (and requesting!) more, than to keep them around for three, four, five minutes or longer.  And it both builds interaction and encourages social media penetration — users will be more likely to share and recommend shorter videos, and when they come to you for more, it opens up a dialogue between you and consumers, media and other audiences.

So, in short, keep it short!  For some great examples of what our own users are doing with video:

Business Wire on YouTube


Reminder: BW Webinar Friday on Video and Corporate Communication with Digital Citizen Media

January 22, 2009

dcm_logo_process_s1With the increasing popularity of online video, we asked our friends at Digital Citizen Media to join us in a talk about using video for corporate communication purposes and our new partnership.

Recently, Business Wire teamed with Digital Citizen Media, a leading digital media production and content management company, to offer professional video tools, in particular the Video Annual Report (VAR), to our members. Members can also use Digital Citizen to create, produce and manage video content to use in Business Wire Smart News Releases, Corporate Profiles and other forms of corporate communication.

Join Digital Citizen Media’s Tim Carey in a discussion about using the Video Annual Report and trends and best practices for using video for corporate communication.

Registration is required for this free webinar:
“Using Video for Corporate Communications feature the Video Annual Report with Digital Citizen Media”
Friday, January 23 beginning at 1 p.m. EST
Register today at https://www1.gotomeeting.com/register/870845332

For a full schedule of all of our upcoming webinars and events, check out http://www.businesswire.com/portal/site/home/business-wire-events


Business Wire and Digital Citizen Team Up for Corporate Video Products

November 5, 2008

dcm_logoIn recent years, we’ve seen a dramatic rise in popularity of online video. Earlier this year, comScore reported that Americans watched 11.5 billion online videos in the month of March alone. However, despite the perception that this number mainly illustrates the growing interest in user generated video, it is actually professionally produced content that is proving to be the most popular.

In a study by online media and technology company Burst Media, 72.1 percent of respondents view online video content, with 58.8 percent reporting that they watch at least once a week. Interestingly, just 15.4 percent of respondents for the Burst study reported being interested in home/user generated video. In contrast, almost half, 44.4 percent, said they were most interested in news clips.cpkyoutube

With the way people view information online changing, so is the way companies communicate with their customers. To help companies do that, we’ve teamed up with leading digital media production and content management company Digital Citizen Media to provide professional video tools to our members for their corporate communications needs.

Under our new partnership, Business Wire members can use Digital Citizen to create, produce and manage video content to use in Business Wire Smart News Releases, Video Annual Reports (VARs), Corporate Profiles and other forms of corporate communication. Corporate video can be a particularly good investment because footage can often be repurposed for a variety of other uses, including training videos, Web site videos and b-roll.

What’s your view on corporate online videos? Do you think it’s a good channel for companies to communicate with their audiences?


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