We made a call several years ago to develop a best in class content offering (including video production) because we could see the world of communications and marketing was moving in that direction. We knew we had to be great at content as well as the media relations work, and that the two had to be fully integrated.
Producing great content is the coming together of multiple skillsets – strategy and creativity, production and distribution. Typically PRs have been generalists, rather than specialists, but I think that’s changing as the industry evolves.
The real power of video is when it’s irresistibly shareable, and that’s all about creating authentic engagement. PRs have always developed earned relationships, so we know how to produce relevant and topical video for organic take-up. We can’t rely on paid media space for reach – we produce content that has to stand on its own legs and is carried by the power of our influencer relationships.
At Good Relations, we’ve already built a specialist content marketing practice with full service expertise. Our strategy team has developed a proprietary planning methodology to reveal the insights that underpin our creative ideas. We’ve then built our own in-house creative studio, which does everything from shoots to animation. We also launched our specialist broadcast media consultancy this year, Good Broadcast, which specialises in editorial broadcast programming.
This video from Gap is the latest I’ve seen to compress its story cleverly for the internet era. First, Vine launched with its 6 second format; then Instagram rolled out 15 second videos. Meanwhile, YouTube gives you 5 seconds to decide whether to skip its pre-rolled ‘TrueView’ ads. Short-form videos are fast becoming the trend of the moment – bite sized pieces of content that are quick and easy to consume as you scroll through a social feed. It’s a format that’s benefiting from the auto-play feature now incorporated into the likes of Facebook where videos trigger themsleves as you whizz down your timeline.
Short-form video is something of a cultural phenomenon, driven by our increasing lack of time and attention. We’re consuming more and more content, often on relatively small phone or tablet screens, taking a bite here and a bite there. There’s a place for long-form, and there’s massive opportunity for premium content, but short-form is taking off fast.
We’ve seen huge levels of engagement around short-form video; we’ve also seen impressive organic reach when it’s uploaded directly into Facebook. Shorter videos can also be cheaper and quicker to produce – but you still need a great idea. If there’s one content innovation to try in the next few months then make it short-form. 15 seconds could work out much more valuable for you than the traditional 30 or 60.