Lately, we’ve been identifying key ways for press releases on PRWeb to get more pick-up. The press releases we publish at Garden Media Group always get more coverage if they have a video.

As it turns out, that’s not uncommon! According to a survey by PRWeb, 94% of PR professionals see the value in including video in their press releases. But, a mere 12% of those same professionals actually follow through!

Online press release platforms, like PRWeb, allow you to be more interactive and creative! But, many PR professionals don’t know how to properly harness the power of the video.

We've compiled our favorite tips for creating and integrating videos into press releases.

Flaunt Personality

Videos shouldn’t just rehash the same information you’ve included in the press release. Videos are your chance to showcase how unique you and your garden business truly are. Be creative, show what you love, and finally, don’t be boring! No lengthy pre-written jargon! Natural, poised, and genuine will always win over viewers.

Complement the Press Release

Videos are the medium to add a face to the press release; go beyond the written word and information. Use this medium to create a deeper story. Try to include music, new faces, laughter, and customer testimonials. Have a clear goal for the video, and engage the customer.

Be Snappy!

There is no time length in videos! The footage can roll for as long as you like, but please, for the sake of viewers and the media, don’t take advantage of this! Viewers are most likely to spend a few minutes, or seconds, watching your video. If it’s snappy, engaging, and informative, they’ll keep watching. If it’s lacking even one of those characteristics, they’ll move on.

Average computer users have a 3 second attention span, so grab their attention and keep it!

Embrace Flaws

Many PR professionals are worried their videos are not  professional enough, but here’s a tip, viewers are automatically more engaged by user-generated material. There is one perimeter though: the audio must always be clear. Flaws and shaky video footage are not a death sentence. Authenticity is desired by viewers. Most of the videos that go viral are user-generated, after all.

User-generated videos have certainly been a trend over the last few years.

Videos are great to share on Facebook; they increase likes! Download more tips for Facebook below.