News and lifestyle websites have been embracing video content for some time and many now have their own in-house videographers and editors. This means that rather than taking a polished PR film, they may be interested in cutting B-roll footage into their own online package.
When we create a B-roll for television, we ensure that it is filmed in a news style so that broadcasters can seamlessly edit our footage into their own packages. This is also the case for websites that use B-roll. However, the style of filming will differ from television. For example, you may have to leave space for text and frame your shots in a way that they can be cropped to fit on multiple video platforms.
Websites are also more likely to take your B-roll if you can give them something that they cannot film themselves. This could be using some gadgets, such as a slider or a jib to increase the production value of your shots (see my blog on improving the production value of PR videos), or filming something that only you have access to.
One final trend for 2018 will be how technology will change PR videos. Virtual reality headsets are now extremely affordable, and it won’t be long until they are commonplace in everyone’s household. This will mean that PRs will need to start taking advantage of this new technology. It is genuinely exciting to consider the possibility of being able to fully immerse your audience into the brand or product that you are promoting.
For more about video production see our E-book: Best PR Video Practices