01Aug, 2017

Driving Audience Engagement through Video Education Campaign

public relations, Driving Audience Engagement through Video Education Campaign-Public Relations Portal and Communications Business News Indonesia

By: Niko Radityo – Associate Director of Fortune PR


Telling a story of your business is about more than writing grammatically correct proposals and emails, or presenting to investors. To get your message across, you have to find a dynamic way to reach your vast audience of stakeholders, consumers, and competitors. This can be done by creating video education campaign.

So why choose video? In Indonesia, the market and trend of video consumption continue to increase. A study by WeAreSocial in 2016 found that the percentage of netizens who watch video content increased from 11% in 2015, to 22% in 2016. While a survey from On Device about the number of mobile users in Indonesia shows that 58% of respondents watch a video (of any type) at least one a day. 82% respondents watch video on their smart phones at least once a week.

Moreover, we see a decline in the number of newspaper and magazine audience.  Indonesia is the second worst among the world’s 61 most literate nations, only higher than Botswana, according to a new study conducted by Central Connecticut State University in the US. The Indonesian citizens are more attracted to audiovisual content. In addition, the data tariff for internet is more affordable, and the video capacity is no longer a barrier.

Looking at the data above, communicating via video is one of the smartest things you can do to drive awareness and engage your viewers. When creating an educational video, make sure that each video contains one clear learning point or actionable piece of advice. Get right to the point of the information, provide the value, answer one question, and keep the video in one focus. Create videos that educate and empower by making your content accessible.

To run a campaign, you can use a video as a tool to exquisitely add value and educate your audience visually. Through her book called “Dynamic Communication”, Jill Schiefelbein shared the five strategies to create a video campaign

Use Top of FAQs

Think of the most common questions. Then, make a list of 10 to 20 of your most frequently asked questions, and start to think about creating content that answers those questions.

Look at the Existing Content

Don’t forget to look at your existing content on your blog, website, or social media. If you already have a blog post on a certain topic, you can then create a video that expands that topic. You can add a story or extra examples to the narrative. This can help drive more traffic to your original blog post and get people to engage with your site.

Help Your Viewers Reach Their Goal

You can start to make a goal oriented video that will help your viewers accomplish something. Once you succeed to help someone to reach a goal, the influence principle of reciprocity kicks in and they will be more likely to reciprocate in some way. As a result, your audience will write down great reviews, share your video, engage in multiple social media channels, make a purchase, and send feedbacks and requests for future improvements. This will encourage them to spend more time on your site or channel, and engage more with your content.

Create Stories and Characters.

You can think about a case you have acquired, testimonials that you’ve received, and projects that you’ve worked on. Then extract the lessons from those things, create a character, and tell a story that educates. Adding characters to your content is more engaging, and we know that stories will not only enhance learning, but also increase connective power and strengthen relationships.

Develop Video Themes and Categories

Think of different themes and categories that make up your expertise, and create content around those themes. Educate your audience with something unique and interesting. Organizing videos around themes and categories will help users self-select what they want to know.

Remember, when you create a video, you should think about your viewer’s needs. Once they like your video, it’s easy for you to reach your goal.

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