Visual content like video is shared much more frequently on social media platforms than text or links. A minute of video contains as many words as 1.8 million written words and videos are shared 12 times more than other content on Facebook. The document provides tips for organizations to include more video in their budgets, identify barriers to creating video, run a content audit of existing materials that could be turned into visual content, and plan downstream strategies for promoting videos.

2. @PRNewswire

3. @PRNewswire

8. Source: PR Newswire analysis of 2013 releases

9. 1
MINUTE
OF VIDEO
= 1.8 MILLION
WORDS
If a picture is worth 1,000 words, then

10. Visuals reach additional audiences.

11. Visuals are favored in search.

12. Visuals drive discovery.

13. Source: Inc. Magazine, 2013
On Facebook’s top brand pages
Videos are shared12 TIMES MORE
than text or links
12x

16. TIP #1
Include video in next year’s budget.

18. TIP #2
Identify your organization’s
barriers to creating more video.

19. TIP #3
Run a content audit.

20. Do you have…
•Customer training videosthat speak to broader marketplace challenges?
•Behind-the-scenes visuals that industry media would love?
•Valuable data languishing in your research team’s vaults to turn into a great animated infographic?
Audit Your Organization’s Content

24. TIP #5
Plan the downstream strategy.

27. Source: “Speed Of Social Video Sharing Almost Doubles In 12 Months,”
Unruly 2014

29. LAST TIP
Follow up great content with more of the story.