Video is everywhere and consumers are embracing it. Over the past few years, we have seen the amount of time consumers spend watching video skyrocket. According to comScore Video Metrix, 181 million U.S. Internet users watched nearly 40 billion online videos in January 2012. Video can be posted to websites, blogs, social media platforms and even embedded in digital publications. In B2B public relations, there are many ways to effectively integrate video into campaigns to engage your audiences:

• Supplement to press releases
• Vehicle for storytelling (case studies, etc.)
• Coverage of tradeshow activity
• Support for product launches
• Exclusive coverage of media tours
• Inside look at events

You’re probably wondering … “Why should I?” Well, here are some reasons:

• Video gives editors, bloggers and other journalists more content to share with their readers. Visual supplements are effective ways to engage their audiences -- just as journalists look for large, descriptive photos with their pieces, information from PR Newswire indicates they’re now looking to receive video content as well. Many B2B trade publications now have special sections on their websites featuring exclusive video content, as well as embedded video in digital editions.
• Video builds trust between companies and their target audiences. Seeing is believing, and many audiences are more inclined to engage (and trust) when they can witness something occurring, such as an interview with a CEO, an informal customer conversation, a product launch, etc. Video is also an excellent tool for storytelling and conveying emotions. This is useful in supplementing case studies and other compelling story content.   
• Video shows products in motion. In B2B public relations, we often market products that are put in motion, such as machines, components, etc. Video of a product demonstration or installation is a helpful way to show an audience just how well a product operates and why it’s better than a competitor’s.
• Video can be distributed through multiple platforms. Once video is created, it can be posted almost anywhere (trade publication websites, digital editions of trade publications, blogs, company websites, Twitter, YouTube, Facebook, Pinterest … the list goes on). If video content is properly tagged, pushing out through multiple outlets can provide a huge boost to SEO results.
• Video can be measured, and in great detail. Last year, YouTube launched a service called YouTube Analytics, which provides data such as viewers’ locations, what videos receive “likes,” the most viewed segments of a video, at what point viewers stop watching, etc.

Video is an effective way to create engagement among B2B audiences. It’s a tactic we shouldn’t be hitting the “pause” button on. What success have you had integrating video with your overall PR strategy?