Online Video is Three Times More Likely to be Covered

We’ve long been advocates of online video, believing that telling a news story visually is a great way of engaging the audience as well as providing valuable search engine optimisation benefits.  Recent research from RealWire brings home what an effective tool it is.

It seems that news releases that include video content achieve three times more coverage than releases don’t have multimedia content.  The research showed that for those releases with editorial or blog coverage, the average number of pieces was 17.1 for the releases with video content.  This was almost three times the figure for the sample without video content of 6.2 and four-and-a-half times more than the distribution industry average of 3.8 pieces.

The latest technology has made it relatively simple and cost-effective to produce online video which can be quickly uploaded onto YouTube – the second most popular search engine.  Video enables a story to really stand out and has the viral benefit of online sharing, giving it a wider reach and longer lifespan than a traditional story in print.

The use of online video is continuing to grow as are the number of outlets wanting it, making it a great time for businesses to experiment and really differentiate themselves.

Here’s a recent online video we’ve produced for one of our forward-thinking clients, JCT600.