Video power in PR 2.0

Recent analysis on the Financial Times’ latest Top 100 Global Brands has revealed that all of the companies have a web presence and video ought to be a mainstay of these sites. However, research has shown that even market-leading brands vary widely in how they optimise video content.

It has been argued that having video on a site usually goes hand in hand with an organised approach to analytics and optomisation. And so, while many of these top brands are employing video, most are in danger of squandering the opportunity.

According to research carried out by Foviance, 60% of video was actually misplaced. For example, if it was in an area where the visitor wouldn’t go naturally, then the site was marked down. This tends to suggest that while video is now expected, even the world’s most successful brands are not optimising such content effectively, they are not fully exploiting the use of video to positively impact the user experience.

So the end goal is to have your video optimised to appear highly ranked in Google’s search results. Video syndication brings higher rankings and more targeted traffic. Therefore, should the idea be that companies must syndicate their video by sending it out across multiple video sharing websites simultaneously to obtain maximum exposure using specific strategic key words for search term results?

Either way, your digital PR has got to be top notch.