You may not carry a clapper board or wear a light meter around your neck, but if you’re in PR, some video production skills are essential.

I’m not just referring to those archaic corporate videos where a golf-shirted CEO sits uncomfortably on top of his desk with canned electro-pop playing in the background. With content like that, it’s no wonder people tuned out fast.

Today you can produce and edit valuable, entertaining video content using equipment you already own like smartphones, computers, and your creative imagination. They can go viral, but the reality is, very few do. Data from a few years back found that only one third of a percent (0.33%) of videos uploaded to YouTube earn more than a million views. That’s why it is so important to create other goals to measure your ROI.

Instead of focusing on that elusive virality, create a “bacterial” video, one that has more of a niche target and appeals to a smaller audience but in a big way.

Now add mobile to the mix

I spoke with Jay Baer a bestselling author, content marketing strategist and host of Jay Today—a bite-sized video show. Baer says that to win on mobile, your video should be shorter and more focused that it would be for desktop audiences. It needs to pass the Mom test: would your Mom share it? If so, you’re good.

If not, rethink it. In addition to creating a video, you have to share it to gain traction. Post it on your blog, YouTube, and Facebook. Cut it up for Instagram and Vine and quite simply, ask people to share it.

Don’t just take my word for, hear it from Jay!



Want to learn more about multimedia storytelling? Download the free ebook. 

A content marketing strategist by trade, Jay Baer is the bestselling author of Youtility, frequent public speaker, President of Convince and Convert and host of Jay Today. Find him on Twitter @jaybaer.


About Martin Waxman

Waxman is a social media, content marketing and communications strategist. He conducts social media training and workshops and teaches digital strategy at University of Toronto. He is President of Martin Waxman Communications and one of the hosts of the Inside PR podcast. Waxman is a member of the South by Southwest Interactive Advisory Board and serves as chair-elect of PRSA Counselors Academy. Find him on Twitter @martinwaxman

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