Video exists in many forms. Social media videos, though, are a popular tactic many brands are using to tell their stories in unique, effective and creative ways.
Social media videos helps businesses build a human connection with current, former and future customers or clients. Visuals with vivid imagery and captivating movement cause social media u sers to “stop the scroll” and engage with content. Video is highly effective at capturing attention and is valued as authentic, original content.
Priority Marketing encourages clients to consider video as a key element in their strategic marketing plan. This often includes social media video.
READ MORE: Horizontal vs. vertical video: Which format is better?
Where Video is Presented
As noted above, video exists in many forms. People can view video in a variety of places, including the following:
- Television
- Movie theaters
- Social media
- Websites
- Events
- Presentations
- Airplanes
- Advertisements
- Phone Apps
READ MORE: Drone video elevates marketing, storytelling
Social Media Video vs. Public Relations Video
Social media video includes video clips that range from a few seconds to full-length movies, sporting events and livestreams that can last a few hours. Each social media platform has a different audience, so a 5-second clip that might go viral on TikTok, for example, wouldn’t necessarily perform as well on YouTube.
Meanwhile, public relations video is intended for an entirely different audience. Clips could be a few seconds to a few minutes and help illustrate a story on a TV newscast or news media website.
Another type of video, commercial video, is highly polished and generally promotes a brand, product or service. Typically shot for TV commercials and streaming ads, commercial video often necessitates a professional film crew and either paid actors or employees who closely follow a script to tell the story.
Comparing and contrasting the social media video and public relations video shows key distinctions.
Video Uses
- Social media: Short-form visual storytelling and engagement
- Public relations: Long-form visual storytelling to support news releases and media pitches
Video Formats
- Social media: Shot vertically
- Public relations: Shot horizontally
Broll
- Social media: shot with motion, often moving along with subjects
- Public relations: shot with fixed-position camera or slight pan
Framing interviews
- Social media: subject looks directly at the camera lens
- Public relations: subject looks across the frame to appear like the individual is having a conversation
Preparation of interviewee
- Social media: casual or off-the-cuff to portray a more conversational, natural style based on a loose set of planned topics and ideas
- Public relations: more polished, professional responses that can be rehearsed using key messages or talking points, and possibly a teleprompter
READ MORE: The Benefits of Business Video Production
Q&A: Video Storytelling
Below are five frequently asked questions about social media video storytelling.
Q. What if you need both a social media video and a public relations video?
A. Shoot horizontally and back the camera away from interviewee to allow for vertical cropping during editing. Another option is using two cameras, one vertical and one horizontal, that are positioned side by side.
Q. Which is more important: good video or good audio?
A. Both are important. Good visuals compel social media users to “stop the scroll,” while good audio allows those users to understand the message and engage with content.
Q. What equipment is needed to shoot a video for social media or public relations?
A. Professional cameras provide high-quality footage, but today’s smartphones are pocket cameras that shoot clear video. A tripod, external lighting and a plug-in microphone create a more polished, on-brand image for businesses.
Q. Why is broll necessary for social media and public relations video?
A. Interviews are important so viewers can hear the story, but telling it visually helps connect the dots. Broll is secondary video that can be layered over audio, allowing content creators to both show and tell at the same time.
Q. What are the dimensions for social media video vs. public relations video?
A. Social video is captured vertically to fit within a 9:16 window. PR video is captured horizontally with a wide 16:9 aspect ratio.
READ MORE: Watch this: Social media video trends
Video Services
Priority Marketing clients have access to the firm’s in-house video production team, which works in partnership with the social media team to provide concepting, scriptwriting, filming, directing, editing and production, animation, motion graphics and more. This includes drone videography and photography. The firm’s public relations team also has training and experience in video storytelling.
Do you need a multi-talented marketing partner to achieve your goals? Please give us a call today at 239-267-2638 or send an email to info@PriorityMarketing.com.
VIEW: Our Creative Portfolio
