Many marketing and communications professionals watch videos in their free time, they watch one a friend or colleague shared with them and they see them on their competitors’ websites. They know their organization needs video, but they can’t articulate why they need it.

I’ve worked with video for 20 years, from broadcast news to feature television to, now, brand journalism. Its ever-increasing accessibility makes video an absolute necessity when it comes to your public relations strategy.

Here are my top 5 reasons video is a must:

  1. Makes an impression Studies show that we remember things that we watch more so than things we listen to or read. HR departments now require employees to watch videos about appropriate office etiquette, airlines replaced flight attendant demonstrations with safety videos, and sales departments have their teams watch training videos. If a picture is worth a thousand words, than just think about how many a video is worth!
  2. Emotion Video has the capability to touch, inspire and motivate much more than traditional marketing tools such as a brochure or a direct mail. These videos aren’t commercials for your brand, rather a story about how your brand has made life easier for someone or perhaps solved a critical business problem. Just because you’re distributing to a mass audience doesn’t mean you can’t connect on an individual human level.
  3. Analytics You want numbers? The popularity and success of your video is measurable. How many people watched? Has it sparked conversation online? Thanks to online analytics tools, videos can be tracked and accurate data can provide valuable insight into ROI. Analytics also help your company reach its target audience. For instance, stay-at-home moms in their 30s or nonprofit CEOs. Most social platforms allow you to hone in on a certain demographic, so you’re pitching to those most likely to watch.
  4. Relevancy Video not only keeps your organization part of the conversation, it creates new positive buzz around your brand. According to Cisco, online video users are expected to double (to 1.5 billion) in 2016, so those who don’t take advantage now are missing a massive opportunity. We’re all watching video on tablets and mobile devices, and you want to meet your customers and other stakeholders where they are.
  5. Insight Videos invite the public to learn more about your organization and how you can help. A story or testimonial can offer a real window into your world otherwise not available. This kind of transparency implies honesty and integrity in how you conduct business, how you value customer service and your desire for a positive outcome.

SM& Vice President T.J. Winick is a former broadcast journalist who writes regularly on video and leads Solomon McCown’s Creative Content Team. To learn more about our capabilities, click here.