How to Create Testimonials and “How to” Videos That the Media Loves

Today’s press release isn’t just a list of facts. Sure, you still answer the 5W’s: who, what, where, when, and why. However, to be competitive and to gain the attention of the media, it’s important to include video and images in your press release. Media representatives tend to prefer press releases that contain video. But not just any video will do. Let’s take a look at some tips to help you create testimonials and “how to” videos that the media loves.

1. Short

Successful and effective “how to” video clips are short. Aim to keep each less than three minutes. If you have more to say on the subject, include a link to more information in your video and/or your press release. Journalists and readers won’t take the time to watch a long video. Make sure when you draft your script that it’s short and to the point.

2. Relevant

The content of your video must be related to your news. For example, if you’re announcing that you’ve moved to a new location, then the video could show your new space and amenities. If the news is that you’re sponsoring a local charity 5K run, then show a video of people finishing the race or talking about how the charity changed their lives. If you’re using a “how to” video to promote the launch of a new product, then by all means demonstrate how to use that specific product.

3. Sharable

The power of video extends beyond grabbing the media’s attention. It can expand your reach and increase awareness for your news and your company. Videos are shared more often than any other type of content on social media. Make your video sharable. Create a great headline with keywords. List your video with YouTube, and add descriptions and tags. Remember that you can also share your video on Pinterest and Twitter, too

4. Testimonials Don’t Have to Be Professionally Done

While you want your video quality to be top notch, if you’re getting video testimonials from your customers, it’s okay if they’re recorded on a smartphone. However, any in-house video that you create should be good quality. That means good lighting, good audio, and it should be free from distractions, including outside noise and background images or people.

5. Record Quotes

One way to add personality to your press release is through the use of quotes. Why not record the interview and then use video for your quotes. It adds interest, personality, and it attracts the media. This can be fun with customers and with internal staff. Remember to make sure that your video quotes are relevant to the news you’re sharing.

Video can help take your press releases to the next level. And if your goal is to attract the attention of the media and get coverage, then there’s no better way. Create a plan and start using video in your press release marketing today.

Anthony Santiago is Director of Marketing at Newswire. With over a decade of experience in PR, he helps ensure that clients understand the value of brand messaging and reach.

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