Video press releases are shown to increase user views in controlled study.
We were intrigued to read recently that video press releases scored a significantly higher viewership that those press releases without videos. The methodology and logic was detailed in a recent Reel SEO article about the video press release comparison.
In it, author Greg Jarboe reports on a test that was run by New Orleans marketing company Get City Dealz. Three press releases were sent out at the same time of day on successive Saturdays last February:
- with only an embedded video
- with only an embedded picture
- without either a picture or video
The test showed that the video press release got 55% more views.
The results were hardly surprising, as we’ve been saying for quite some time (as in this post on BtoB video marketing) that video gives the marketer a strong edge these days, and this obviously holds true for video press releases.
The video press release test was flawed in it’s approach, however.
As any good marketer or scientist knows, the proper way to test the effect of different variables is to isolate them and change just one at a time to measure their impact. In this study, the results would have been better measured if there had been a couple of more controls:
- instead of three different press releases, they should have used the SAME press release (instead of 3 different ones), one with video, one with an image, and one without either
- send all three releases out on the same date, instead of 3 successive weeks.
That said, the measurement of the effect of the response to video press releases would have probably been pretty much the same. However, to make the claim that they are 55% more effective may or may not be true.
Bottom line: you can rest assured that video press releases will get a better response than they would without the video embedded.