Over a quarter of PR and in-house comms leaders are aware of the value of video, but are yet to find a way for it to yield justifiable results.

Some 64% of PR agencies use video regularly in their communications, but one in four agency leaders believe videos are not bringing enough value to their communications, according to a survey conducted by research company the Pulse Business. The research was carried out in October in partnership with the PRCA, on behalf of video editing platform Binumi Pro.

PR firm Chelgate CEO Liam Herbert mentioned an internal lack of understanding, poor briefing and poor application of the finished product as factors contributing to the disappointment in video.

Cost was a discriminating factor as well, with 38% of agencies stating the experience was more expensive than desired, especially when the video was outsourced. Molly Aldridge, global CEO and co-founder of M&C Saatchi Public Relations, said, “I still think production houses are expensive. We have an in-house producer that creates them but we do outsource on occasion and those costs seem to rack up and quickly.”

According to Binumi Pro, a solution may be to move all video production in house to reduce costs and enhance effectiveness. Christopher Bo Shields, CCO and co-founder of Binumi Pro, added, “Professional video needs to be democratised out of the hands of video production companies and into the hands of the people that are actually using it.”