How can video be used to enhance online press releases for SEO results and consumer response?

Embedding video into your press release can not only get more people to read it from SEO, but the media is increasingly looking for video to illustrate stories, so it can get picked up that way, too.

PRWeb and BusinessWire both have their version of what they call “smart” press releases, where you can attach video to a release. MarketWire and PRWeb enable you to embed YouTube video right into the body of the press release. Video in press releases adds views, and value to the text.

Is there a strategy for video in a press release that tends to work better than for other types of promotions? The answer is: it really depends on content.

  • A serious press release, needs a newsworthy video.

  • A product launch press release needs a video with a product demonstration. It could be very serious, straightforward, and practical in nature.
  • A promotion around the holidays needs to be appropriate to the content you’re announcing, but there really isn’t a one-size-fits-all strategy.