Video content has slowly made its way into the PR landscape of every industry. Companies of all kinds are now utilizing video content to tell their story and showcase their abilities in a succinct and digestible format. With the use of video, brands can take something potentially uninteresting or hard to understand and present it in an engaging and visually appealing way. This is particularly relevant within the world of B2B tech PR, which often deals with esoteric terms and methodology.
This is in part due to video content dominating the social media landscape in recent years. In the summer of 2021, Instagram announced a shift in focus from photography to video, lending itself to the growing demand for video content. As a way to reach farther and wider audiences, many B2B tech PR firms are beginning to place an emphasis on their social media presence.
Despite the growing popularity of bit-sized video content, there may be a larger trend that many B2B tech PR firms are overlooking.
No, Long-form Video Isn’t Dead
The latest trends can easily spin the story that social media users are only engaging with seconds-long video content, through the likes of social media giants such as TikTok and Instagram. However, there appears to be a recent push back in favor of the long-form video format. In the first quarter of 2018, 54% of social media video consumption was spent on long-form video content (20+ minutes), instead of the typical short-form videos (5 minutes or less) that dominated statistics only two years prior.
B2B tech PR videos don’t need to be stale and uninspiring. They also don’t necessarily need to adhere to the ever-changing fads of social media. They can be substantial and informative while also appealing to the growing number of young consumers.
People may lament over shortened attention spans and the death of traditional media, but long-form video content is likely here to stay.
What is The Benefit of Long-Form Video for B2B Tech PR Firms?
Increase Audience Engagement
Online video content is 12 times more likely to get shared across social media than both text and photos combined. Video is also the first thing 90% of potential consumers look for when trying to learn more about a company and its offerings. Utilizing the power of video will reach your target market effectively and efficiently.
Improve Consumer Trust
Videos that explain or demonstrate real life applications of your product or service will improve audience trust in the brand. Powerful visual aids put a name and a face to an otherwise impersonal entity, establishing trust, engagement, and resonance.
Tell Your Story
PR is all about storytelling, and what better way to tell an engaging story than with a thorough beginning, middle, and end? With long-form video content you can present your product or service as a solution to a growing issue. Whether it be more technical or personal, an in-depth narrative will help foster relationships with consumers, both new and old.
None of this can be achieved in a fifteen second TikTok. B2B tech PR firms should take advantage of the shifting landscape and invest in this often overlooked tool. Talk to us to find out how to best tell your story and reach your target market.
