Comment from Ronn Torossian on the benefits of long-form video content — Hometown Station | KHTS FM 98.1 & AM 1220 — Santa Clarita Radio
Ronn Torossian is one of America’s most recognized and prolific public relations experts, having founded a public relations agency from a single room that today employs 275 people. Here is his commentary on the benefits of long-form video content, in a time when media has changed dramatically.
Most people are aware that short videos are incredibly popular with consumers on platforms like Instagram and TikTok, but there’s a growing trend that many companies might overlook. This trend is for long videos, which many companies don’t use in the right way. In fact, according to research, more and more people plan to spend more time in their day watching digital video content over the next few years. Considering the popularity of video streaming platforms, this isn’t really surprising. Many social media platforms being aware of the trend, they have already started leaning more towards long-form video content. For example, last year Snapchat announced original scripted, unscripted, and documentary shows, and has already created more than a hundred different shows that target younger generations of consumers.
Social media platforms already know the opportunity presented by long-form video content, which is why many of them have started investing to attract more creators. This way, social media platforms can leverage some of the revenue from video content. The favorite in this space has always been YouTube, where creators have long been making long-form videos. YouTube is also the best advertising platform for businesses.
Connection with the public
One of the biggest benefits of long-form videos is that through them companies can tell stories about their brands that can humanize the business. Getting more consumers to care about a business is no easy task, but one of the best ways to create lasting relationships with consumers is to engage with them on an emotional level. Using long-form videos, companies have the opportunity to create a more emotional relationship with their consumers and further develop the personality of their brands.
Creating a story is one of the oldest ways to create a lasting memory. Through the use of long-form video content, businesses have the opportunity to tell the target audience a memorable story. When done right, this story can stay in consumers’ minds for hours, days, or even weeks. This makes video content a great way to build long-term relationships with target audiences, and it even helps brands become household names.
Ronn Torossian notes that longer videos mean they have more content, which means there are also much more comprehensive opportunities for companies to use keywords. They can use long-tail keywords in video metadata to increase website traffic. Long-form video content can also keep consumers on a company’s website for a longer period of time, showing search engines that the company’s website is a relevant place for targeted searches. This results in an increase in overall content, as well as better SEO and more engagement.
The possibilities for long-form video content are virtually endless, but it’s important for businesses to keep in mind that, overall, they should be investing in different forms of video content. Social videos, TV commercials, and short videos are also beneficial for some businesses, not just long-form video content. But long videos should not be overlooked, due to their benefits for marketing efforts.
Ronn Torossian is the founder and CEO of 5W Public Relations, one of the largest independent public relations firms in the United States. With over 20 years of experience crafting and executing powerful narratives, he is one of America’s most prolific and respected public relations professionals. His strategic and resourceful approach has been recognized with numerous awards, including being named 2020 Stevie American Business Awards Entrepreneur of the Year, American Business Awards Public Relations Manager of the Year, two-time semi-finalist at the Ernst & Young Entrepreneur of the Year, Metropolitan Magazine’s Most Influential New Yorker, and Top Crisis Communications Professional 2020 by Business Insider.
Torossian is recognized as one of the nation’s leading experts in crisis communications and is called upon to advise blue-chip corporations, business executives and entrepreneurs in the United States and around the world. He taught at Harvard Business School and his book, For Immediate Release: Shape Minds, Build Brands, and Achieve Results with Game-Changing Public Relations is an industry bestseller.
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