Can You Get Earned Media With 3rd Party Video?
Research has shown that video is a great way to gain visibility online, attracting the attention of journalists. In fact, leveraging video is a powerful tool to help your company or brand to stand out and showcase your thought leadership and value before you send a pitch.
Using video to gain media attention may not seem effective. One might think it would be perceived by the press as being too promotional and self serving. Yet, it often has the opposite effect according to Michael Smart, president of Michael Smart PR, Smart notes that 71% of publishers will use third party video, and 80% of these publishers will use it verbatim without editing. If your video is information-rich and has news value, it will capture media attention and can actually help the reporter to write her/his story. That’s a prime opportunity to get your video used and seen by a bigger audience.
Traditional media placement- when your company or brand is mentioned in the press- is optimal, but having your video picked up by a media outlet can be just as valuable. As long as a hyperlink back to your site is included, such exposure is extremely valuable and can positively affect website and social platform traffic. This is true even if the media placement is less of a news feature and more of a mention or news item.
“One of the best ways that video helps with SEO is that YouTube is the #2 search engine in the world, so there is a lot of potential for brand discoverability there,” explains Pam Aungst, president, Pam Ann Marketing, a firm that provides search engine optimization, pay per click advertising and Google Analytics services. Also, YouTube is owned by Google and YouTube video results get included in regular Google search results very often – so even more potential for discoverability there as well.
When media outlets see your video content is getting traction, it makes them want to learn more about your brand, which can spark coverage. They can see that people like it, so their consumers will like it too. That gets them (and you) more viewership.
Has your company video helped to get earned media?