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2nd May 2011

Online Video Use on Media Sites Jumps to 85%

posted in Digital PR News, social media newsroom |

As broadband capacity increases so does the demand for visual material and video.  And while funny videos of cats and babies might seem to be top of the list, the use of video content to cover news stories by online media websites has jumped by a third in the last year to 85 percent.  They are increasing the use of in-house and externally developed video content to support their online reporting – source: 2011 Web Influencers Survey (www.dssimon.com)

“It appears that almost all forms of media have transformed themselves into online television networks,” said Douglas Simon, president and CEO of D S Simon.

This trend looks set to continue since web media companies say they plan to increase their use of video footage:  Nearly four-fifths of respondents indicated they would use more or much more video in 2011 than they did in 2010.

Other key findings of this survey:

  • Nearly half (47 percent) of media websites now offer a mix of advertorial, product placement and paid content: The survey found that in addition to paid advertising, media site-owners are looking toward brand integration opportunities to raise additional revenues. Magazine sites were most aggressive in this area (68 percent), followed by radio (50 percent), web producers (47 percent), newspapers (45 percent), bloggers (40 percent) and TV (31 percent).
  • Earned media on a website generates more value than just the initial placement: Video content placed by companies and public relations agencies on a website has an increasing chance of being syndicated to other websites. The likelihood of content being shared last year was 43 percent; in 2010; 41 percent of responds indicated they were likely to share video content; and in 2009, just 35 percent indicated they were likely to do so. Newspapers, at 63 percent, were the most likely media website to share content with other sites.

“Searching online for news changed the news  industry in the last decade. Sharing the news will be what influences it most in this decade.”   Pew Research

A video blog summarizing some of the key findings of the survey is available at http://www.vlogviews.com/2011webinfluencerssurvey/.

Related research:

  • Forrester Research reports that video increases a web page’s likelihood for a front-page Google search result by 96 percent
  • ComScore found that product videos increase the likelihood of purchase by 64 percent
  • Internet Retailer discovered that videos increase time spent on a website by an average of 9 percent.

PR Takeaway:

Make all your news releases social media releases – add online video to all your news content. Remember those video news releases we used to make? Sharpen up those skills and learn how to translate it to the online digital world. Offer complete, short, interesting videos and B-roll with each news release.

Media sites prefer completed videos to other video content:

  1. Fully produced videos (57 percent)
  2. B-roll footage (49 percent)
  3. Sound bites last (47 percent
  4. TV sites almost universally prefer b-roll footage (98 percent) but newspapers  much preferred completed videos (71 percent).

Upgrade your online newsroom to a social media newsroom with a video gallery that has offers reporters and bloggers  the embed code for your video assets. That way  they can easily republish your content.


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