5 Tips for Creating a Successful PR Video on Twitter

You likely know how to write a press release and pitch it to journalists to gain the earned media placements you’re after, but there are other worthwhile options. In today’s technological age, it’s wise to use every avenue that’s available to spread your message. Twitter for PR is one surprisingly effective way to share your corporate and brand message using video.

With 88% of video marketers reporting that video helps them achieve positive ROI, this is one tool that can’t be overlooked. The brain processes visual information faster than text, allowing your audience to recall your brand quicker after watching a video.

To use Twitter and video for PR, first learn about the four ways to share media.

Ways to Share Video on Twitter

According to Twitter, you have four options when deciding how to share video content.

• Record: From the Twitter app, you can record, edit and share your videos.
• Import: From the Twitter app, import existing videos from your device.
• Upload: At Twitter.com, you can upload videos from your device.
• Live: From the Twitter app, create a live video to share with your audience.

To improve your Twitter marketing efforts, we recommend the native video feature. This setup allows you to record videos up to 140 seconds and directly upload it to your stream. You can also opt for Periscope, a company owned by Twitter. With Periscope, you can seamlessly integrate the live stream into your followers’ feeds. When the streaming ends, your followers still have access to the recording.

Now that you understand the options available to you, it’s time to put together a winning video strategy for PR. Here are five steps to take to ensure video marketing success.

1. Define Your Purpose

Before you start any new PR strategy, it’s wise first to define your purpose. To help guide your marketing efforts, ask yourself these questions:

• What is my objective?
• Am I looking to build my brand, promote an employee program or generate more leads?
• Will this message resonate across social media?
• What impact am I hoping for?

Once you know the purpose, you’ll have an easier time developing your strategy. Your marketing plan will fall into place from here.

2. Create Your Production Blueprint

Eliminate surprises and enhance your production process by clearly outlining your production plan. The template helps you stay on track and reduces the chances that your team will become overwhelmed. As part of this blueprint, you might consider asking yourself these two questions:

• What is the shelf life of the content I am producing?
• Will this story relate to my audience?

To create meaningful video content for PR, you want the message to resonate and be relatable to your audience. You may want to keep videos light and entertaining while the coronavirus crisis continues.

3. Plan the Shoot

The best strategy means nothing if you don’t put time and effort into the actual production. Consider every detail to ensure your PR marketing success. Start with lighting and ensure you have the appropriate equipment to create a professional-looking video. Decide if you’ll film inside or outside to factor in natural lighting. Be sure to follow other recommended video practices regarding sound, location and camera settings.

From there, you want to consider what everyone will be wearing. The wardrobe should be cohesive and not clash with the background. In most cases, white isn’t a good color choice. Instead, opt for outfits with black or blue.

4. Stay on Track

If you want the best outcome, you need to stick to your plan. Set a schedule, but allow for some extra takes and shots from various angles. With this extra footage, you’ll be able to create the video you want during the post-production editing process — unless you are going live.

With live streaming video, you can still create a plan and do your best to follow through. However, if you are sharing your latest event or activity, the audience is also looking for some spontaneity.

5. Market to Your Target Audience

You can’t expect to post your news on Twitter and have everyone flock to you. That’s just not how it happens. Instead, you must be willing to market the video and get it in front of your audience.

You can start by identifying who would be interested in your video. Then, connect with some influencers in that realm and ask for support. Also promote the video on your own website, in addition to Twitter. SEO plans offered by digital marketing agencies can help your website rank higher and gain more traffic.

Bottom Line: There are many ways to share PR news with your followers, but Twitter video remains a top choice for engagement and improving reach. With the available options, you can craft a video that will be remembered and make the impact you desire.