Only 12 Percent Leverage Video in News Releases

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Despite the growing use of online video among U.S. consumers, businesses have yet to fully leverage the use of video in press releases, according to a new report by PRWeb. The results of a new PRWeb survey showed a huge disparity between those who find it valuable to implement video in press releases and those who actually do it. Of the 1,817 surveyed, 94 percent see value but only 12 percent actually put video in press releases.

"We think the answer centers on the idea that developing video can be challenging and PR professionals hesitate to publish video that may not be of professional quality," said Jiyan Wei, director of product management, PRWeb.

While, online video viewing increased from 158 billion in July to 161 billion in August according to comScore data, it appears that consumers are becoming much more comfortable with online video – even expecting it in some places.

For those who want more information on developing videos for press releases, PRWeb has a webinar posted on its site called “How to Use Video and Multimedia to Optimize Your Online News Releases.”

What would get you to pull the trigger and implement video in your releases? Or, are you part of the 12 percent who actually puts video in releases?

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StephanHov 10-08-2009 8:10 AM

to answer your question, I'd like to see the process get more efficient, standardized, whatever you want to call it.  The point in the article about production challenges is true. If you look at email marketing today versus a couple years ago, so much more information is out there to enable marketers to develop quality, rich messages that function properly across multiple email clients. Similarly, once a critical mass of equipment, software and production & delivery guidelines is out there & easily accessible you'll find more people flocking to video.

SergioR 10-08-2009 5:30 PM

I'd like to see a more user friendly video creation tool. Right now, the process of creating videos for my website is way too technical. It's not that I can't do it, it's just too time consuming. I'd rather spend my time creating written content. It just seems like it's a better use of my time.

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