Marketing & PR Online – Short-Form Video – Fast Company

Fast Company confirms what our Online PR firm, PilmerPR has tracked for years. Savvy companies use video to draw a crowd. Not just any crowd, they use video strategy relevant to their target market. As YouTube was just getting their legs under them, low resolution video that didn’t look too polished was actually more favorable than big production numbers that smacked of marketing. Now, however, with the low cost of HD cameras and the lowering cost/minute of finished video, the bar on production quality is much higher.

Online video has also made audio podcasting less appealing. Video blogging has become a mainstay for company strategy for steady community building when there is education to impart. Press Releases are twice as likely to be read if there is “rich media content” attached or linked in the online document. PilmerPR assists (sample) companies seeking to integrate video to attract prospective customers, partners, and investors.

Old school YouTube video that worked:

YouTube Preview Image

New school polished video:

YouTube Preview Image

Video that is polished but looks simple:

YouTube Preview Image


Here are the main points Fast Company raises in favor of marketing spend on short-form video:

1. More and more users are consuming their video entertainment online

2. Marketers are using video to engage social media audiences

3. Barriers to entry are low

4. Quality is expanding quickly

5. There are plenty of avenues for dissemination

Complete Fast Company article Here.

About the Author:

As founder of PilmerPR, John Pilmer, APR serves as a PR and marketing communications advisor for both emerging and established companies. He offers customers more than 20 years of results-driven business PR and marketing experience. John and the firm have provided PR consultation and campaigns for clients such as Mozy, Novell, AdvancedMD, Certiport, NextPage, ElectraTherm, Altiris, Avamar, EmergeCore Networks, FSLogic, INVISUS, 10x Marketing, MWI, Project Insight, REIC, Seastone, US Synthetic and Funding Universe (now Lendio), among others.
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