With so much competition for media attention, simply sending out a press release won’t guarantee results.
A study by Propel PRM analyzed over 1 million PR pitches and found that only 8% secured media coverage. Out of 726,000 emails, only 29% were opened, and a mere 3% received a response.
Clearly, relying solely on traditional press release distribution isn’t enough.
That’s why you need to transform it into a social media press release to reach a wider audience and drive engagement.
In this article, we’ll break down what a social media press release is and share five creative press release video post ideas that can dramatically increase visibility, engagement, and shares.
What is a social media press release?
So, what is a social media press release and how does it differ from a traditional press release?
While a standard press release is primarily designed for journalists and media outlets, a social media press release is built for digital engagement and social sharing.
A social media press release:
- Is designed for interaction and sharability from social media users
- Uses social platforms as a tool to distribute the story
- Is written for a wider audience, not just journalists
- Uses multimedia (images, videos, GIFs) to make the content more engaging
- Allows flexibility, breaking away from traditional press release rules
Traditional vs. social media press releases
Think of your press release as the foundation. Once published, you can adapt and distribute it on social media to reach a wider audience.
Here’s how it works with real examples:
Example 1: Storykit
We recently published a press release via Cision. But to reach a broader audience, we transformed it into a bunch of short, engaging videos to share on social media—optimised for sharing and interaction.
Traditional press release – Published on PR Newswire.
Social media press release – One example of the many videos we created based on the press release, designed to maximise engagement and shareability on LinkedIn.
Example 2: Prowly
Prowly regularly posts press releases in their online newsroom, but they also adapt them into attention-grabbing social media content designed to spark conversations and shares.
Traditional press release – Published in Prowly’s online newsroom.
Social media press release – An X post sharing the newest report on PR trends for 2024.
By making these small adaptations, your press release evolves into a social media press release, helping you reach a much larger audience and boost engagement.
Why you should create multiple social media posts from one press release
A single press release has the potential to fuel multiple social media posts, each tailored for different platforms and audiences.
By highlighting different perspectives, you can make the content more engaging and relevant.
Some posts can summarise key points for quick, no-click consumption, while others can act as teasers, encouraging click-throughs.
Since not everyone sees every post, creating multiple gives your press release a better chance at reaching more people.
The easiest and most effective way to create diverse posts? Video. It allows you to quickly generate engaging content that drives the best results.
5 social media press release video post ideas
To help you maximise your press release’s impact, here are five creative social media press release video post ideas you can use to turn your announcement into high-impact, shareable stories.
(These videos are created using Storykit—simply copy and paste your press release, and out come seven engaging videos!)
1. Short summary video
Turn dense press releases into quick, impactful videos that highlight the key message.
- Headline: A short, attention-grabbing statement.
- Summary: Two sentences covering key events, figures, and outcomes—why it matters.
- CTA: Encourage viewers to read the full story.
2. Quote first video
Let a powerful quote tell the story! This format highlights a key message straight from the source.
- Opening Quote: A short, impactful quote from a real person.
- Summary: Two sentences framing the news and its significance.
- Impact: Explains the broader implications.
Supporting Detail: A key fact that reinforces the story.
CTA: Direct viewers to read the full press release.
3. Quote first teaser video
Grab attention instantly with a powerful quote that piques curiosity.
- Opening Quote: A standout statement from a real person (no quote signs needed).
- Teaser: A short, engaging summary that sparks interest.
- CTA: Encourage viewers to read the full story.
4. News summary video
A quick, straight-to-the-point breakdown of the key news.
- Headline: A concise, news-style title.
- Summary: Two sentences covering the main announcement.
- Supporting Detail: A key fact that adds depth.
- CTA: Direct viewers to read the full story.
5. News summary with quote video
Summarise the key news while adding credibility with a powerful quote.
- Headline: A concise, news-style title.
- Summary: Two sentences covering the main announcement.
- Quote: A relevant statement from someone connected to the news.
- Supporting detail: A key fact that reinforces the story.
- CTA: Encourage viewers to read the full press release.
→ Further reading: Why you should turn every press release into a video (and how to do it in one click)
Automate your social media press releases for maximum impact
Creating a social media press release doesn’t have to be time-consuming or complex.
With the right tools, you can easily automate your press release distribution and turn your traditional content into shareable, high-impact videos that drive engagement.
Try Storykit free and start turning your press releases into video to give them the attention they deserve.
