How To Use Video To Get More Mileage From Your Press Release

There are a number of ways to get more mileage from your press releases. Unfortunately, less than 15% of business who issue press releases are using the known effective techniques that optimize the release for search in order to make it stand out. Even fewer are using video in their press releases, despite the fact that sites like YouTube, Vimeo, and Vine are booming.


Studies show that a press release, with an image or video, is shared three times more than text-only press releases. If a picture is worth a thousand words, how many more can a video be worth? Images and videos also grab attention. Since so few press releases contain them, yours will instantly stand out.

Remember, the point of a press release is to offer useful information. Reporters and media outlets can use press releases as sources for stories and ideas. Videos are one of the easiest ways to present yourself as a credible and interesting source, worth paying attention to.

So, how can you use video to get more mileage from your press release? Here are a few suggestions.

Start With Your Thumbnail
Each video at the top sharing sites such as YouTube will show a single frame of the video, the thumbnail, as an enticement to click on it and watch it. Plan what your thumbnail will be. The image should either grab the attention, make clear what will be shown, or both.

Choose Keywords Carefully
Your keywords will appear in the title of the video, and description of it, when you post it online at the main video sharing sites, so be sure you choose words you know that viewers and media professionals will be searching for. If you can include some keywords in your thumbnail, great.

Show and Tell
One of the main rules of good storytelling is show, don’t tell. This is especially true in relation to videos. Don’t just focus on the packaging and item that you are trying to sell, show real people using it. Give a demonstration of how it works. Think infomercial rather than ad.

Include Photos And Video
Make sure you include some great stills as well as video. This gives those who see the press release a number of options when it comes to picking up your story.

Planning Your Video Timing
Aim to be short, sharp and to the point and get everything done in 2 to 3 minutes. In the same way that journalists use the 6 Ws:

• Who
• What
• When
• Where
• Why
• How

You can ‘front load’ your video with that information first, then give illustrations later. Again, thing news article and information, facts, not ads.

Hold Their Attention
Avoid ‘talking heads’ and close ups of the product. Think movement and human interest. Illustrate what is being said in a couple of different ways. Think male versus female audience appeal. Men tend to watch more videos and read more news sites, but women tend to make the purchasing decisions in most households.

Embed The Video
Don’t just link, embed so that it is right on the press release page for everyone to see.

Share On Social Media
Once you’ve uploaded your video to your YouTube channel, use the convenient share buttons to spread the word about it.

Link Your Video
Once your press release is uploaded, link to it by going back into your video manager and adding the URL to the video page.

Offer A Transcript
Consider offering a transcript of the video so reporters can copy and paste the content. Use keywords so the search engines can find it.

Call us today to speak to one of our PR specialists: 1-800-713-7278

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.

Catch up on the rest of your content marketing news and strategy