Does video have a place in pitching?
This article might seem strange to you. Perhaps you’re thinking… ‘I’ve finally got my head around pitching… now you’re talking about incorporating video?!’
Well, the short answer is: yes. The (only slightly) longer answer is: but don’t panic.
Before anyone gets confused, when I say: ‘incorporating video,’ I’m definitely NOT talking about recording your pitch idea in a video. That definitely feels very X Factor 2008 and, even though I wouldn’t be surprised if that’s the way things went with pitching in the future, I can safely say it’s definitely not something journalists want or are ready for right now.
No, when I say ‘incorporating video,’ what I mean is, thinking about whether suggesting and mapping out a video element to accompany your pitch might help your case - for example, if you’ve hosted a video training or workshop before, is there a way for you to suggest a shorter version of something like this?
Let me explain.
The case for incorporating video
In today's multimedia world, it’s not unheard of for journalists to seek out engaging and visually appealing content to accompany their stories. By incorporating a video idea into your pitch, you can provide additional context and a more immersive experience for the journalist and their audience. For example, you can use video to share your top tips or as a recorded version of an interview with you. It can also be a huge appeal because it’s easy for media brands to share on their social media feeds and, trust me - if they share a snippet of your video on social media
As always though, it's important to keep in mind that every journalist and every outlet is different, so you should always tailor your pitch to the specific journalist and publication you're reaching out to. Some journalists may prefer a more traditional written pitch, while others may be more receptive to video. Make sure you understand the tone and style of the outlet you're pitching to, and tailor your approach accordingly.
Some do’s for incorporating video:
Obviously, the usual pitching rules apply, here - make sure it’s tailored, targeted, valuable and confidently answers the question, “why now?”, but aside from that, I’d also make sure:
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To provide a clear and concise summary of your video idea, including key talking points - do this in bullet points.
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Provide any relevant background information that helps to contextualise your video idea and make it more compelling to the journalist.
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If possible, provide a sample video or visual aids to help illustrate your video idea - if you’ve ever created video trainings before, it might be worth sharing something similar to what you already have in mind.
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Make sure the video idea you’re suggesting is less than 5 minutes - the audience wants something quick, snappy and easy to digest.
Remember, journalists receive a lot of pitches, so it's important to make yours stand out by being relevant, newsworthy, and well-crafted.
