Canadians are obsessed with digital video content. When you compare Canadian consumers to our American neighbours we watch five hours more online video a week and these videos reach nine per cent more of Canada’s population (73 per cent in Canada vs. 64 per cent in the USA).

A study by Comscore found that Canadians increased their viewing of online video in 2014 by 36 per cent. What does that mean to PR professionals looking to help their clients reach the public? We need to use all of the video tools available to us to reach our video hungry audience.

Here are 4 mobile video tools that can help you connect with the public:

Meerkat1. Meerkat & Periscope

Living stream isn’t new but today it doesn’t require a satellite truck or a web cam. Tools like Meerkat and Periscope allow users to stream live video through their phones and onto their own channel. Videos on both platforms can only be viewed for a limited time, but as the videos run, view comments overlay the video in a chatroom format. The limited time creates urgency and the fact you are tracking live viewers is attracting interest from  brands Mountain Dew, Spotify, DKNY and RedBull are already building engaging video streams, with performances or showcases of the brands’ products[1].

2. Snapchat

Instant messaging apps are ubiquitous, but with Snapchat’s new Stories function, journalists and bloggers alike are creating lasting and impactful video collections. If you want to capture the mood of an event, or do a quick-process video, Snapchat lets you bridge video segments together in a manageable format. Vice, Coca-Cola, ESPN, CNN and other major brands are already experimenting with ways to build followers and start conversations with this youthful platform – through their Discovery platform. Snap Chat’s Discovery platform allows a brands Snapchat account to act like a its own video magazine, with customized layouts and rich content delivered to users daily.

nutshell3. Nutshell

Created by the team Prezi—a cloud based presentation tool—Nutshell lets you shoot small videos and overlay them with text or images directly from your phone. This saves time when you want to get a quick video online to identify a speaker on stage, a product in someone’s hand or to drive to a call to action.

As network speeds and smartphones get faster, more consumers are going to view and interact through video. Understanding how to engage consumers with it will take practice and experimentation, but the first step is to become more familiar with digital video.


Want more video advice?  Sign up for a free webinar, Film School: How to use video for PR!

[1] AdWeek – How brands are already using Periscope



About James Rubec

James Rubec is a data geek, a former public relations lead and journalist with a love of content and advocacy. Ask him anything @JamesRRubec and be sure to follow @Cision_Canada

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