How to bring projects to the international level using video
Original source: RBC article
Some companies build their brand through traditional PR efforts, others invest in influencers and user-generated content (UGC), while still others opt for expert-driven video content.
Ekaterina Baranova, brand strategist and founder of the international platform SVETI, with over five years of experience building personal and corporate brands, discusses the future ofpromotional tools and how custom interviews can help bring brands onto the international stage.
Expert profile: Ekaterina Baranova is an internationally experienced brand strategist. Education: Bachelor's degree, Master's degree in Management, MBA, and Executive MBA. She spent over ten years in business before changing her career focus. Since 2021, she has been implementing projects on strategic positioning for experts, entrepreneurs, and businesses. She lives and works between different countries.
Ekaterina Baranova's team has implemented over 40 personalized interviews across six countries in the last three years, covering various industries from medicine to tech startups. These projects aim to assist experts in entering international markets, attracting investments, and shaping their public image.
Context: traditional media no longer works
The PR industry in 2024 was experiencing a shift: classic promotion methods, such as pressreleases, speeches and advertising from bloggers, no longer give brands the trust of a massaudience and recognition in the market.
According to research by PRovoke Media, more than 65% of B2B companies said that in 2024, video content created in the first person became the main channel of trust. Video hosting comes to the fore as a platform not only for entertainment, but also for building a brand platform of projects, especially in niches where the personality of the expert is important.
According to the Wyzowl Video Marketing Report 2024, 91% of marketers consider video acritical marketing tool, with over 70% using YouTube as their primary platform for building trust. However, just five years ago, promotion specialists did not recognize the trend towards creating video podcasts and interviews.
"Interviews where people see not only the expert but also the specialist’s personality are the main tool of modern projects. After analyzing hundreds of PR strategies for brands, I realized that most lack humanity and stories behind the big names. That's why I started creating video content that today has been viewed by hundreds of thousands of people worldwide," says Ekaterina Baranova.
Client preparation according to media formats no longer works effectively. Personal characteristics and the story of becoming an expert or brand have taken center stage.
According to research by PRovoke Media, more than 65% of B2B companies said that in 2024, video content created in the first person became the main channel of trust. Video hosting comes to the fore as a platform not only for entertainment, but also for building a brand platform of projects, especially in niches where the personality of the expert is important.
According to the Wyzowl Video Marketing Report 2024, 91% of marketers consider video acritical marketing tool, with over 70% using YouTube as their primary platform for building trust. However, just five years ago, promotion specialists did not recognize the trend towards creating video podcasts and interviews.
"Interviews where people see not only the expert but also the specialist’s personality are the main tool of modern projects. After analyzing hundreds of PR strategies for brands, I realized that most lack humanity and stories behind the big names. That's why I started creating video content that today has been viewed by hundreds of thousands of people worldwide," says Ekaterina Baranova.
Client preparation according to media formats no longer works effectively. Personal characteristics and the story of becoming an expert or brand have taken center stage.
Over 60% of client interviews conducted by SVETI continue to gain views even six months after release, and every third episode became an entry point for new partnerships, launches, or public speaking engagements.
How video helped increase recognition in the CIS - real cases
In addition to strategies for clients from Israel, the United Arab Emirates, Turkey and Switzerland, Ekaterina's portfolio also includes large-scale work with Russian experts.One such example is Tatiana Khusainova, a travel agent from Kazan with 20 years of experience in the author's travel industry. Before the interview, it was promoted exclusively through word of mouth, and had a narrow circle of regular customers. After the use of video content in its strategy, media growth and recognition were felt, which could be the reason for entering the federal tourist media.
According to data by Tatiana, which was reviewed by the editors, the client flow increased by 37% within two months, and the video became an entry point for new partnerships and publications in major industry publications.
Another example is Svetlana Sagidova, Candidate of Biological Sciences, teacher, author ofkinesiology manuals, and rehabilitation specialist for children and adults with neurologicaldisorders. At her center "Dobrye Ruki," both children with cerebral palsy and adults recovering from injuries or age-related changes receive assistance.
Although Svetlana has long enjoyed authority in professional circles, broader audiences learned about her thanks to a series of three interviews. Topics included: sports injuries in children, rehabilitation of children with cerebral palsy, and the impact of daily habits on health. These episodes quickly spread through expert chats and parent communities, making her knowledge accessible and understandable to a much wider audience.
The third case study involves Saniia Sidorenko, a Moscow-based dermatologist who applies a systemic approach to skincare, including physiognomy and psychosomatics. Her first interview became one of the most viral in the project's history:
— Over 250,000 views on YouTube in the first month;
— Over than 100 online consultations with clients from the USA, Europe, Asia, and CIS countries;
— Fully booked schedule for consultations and procedures 2–3 months ahead following the video release.
The second interview with Sania was conducted three months later, and also showed a high level of engagement and media response.
Ekaterina concludes that all these cases are united by one thing: the result is not due to advertising, but due to a well-built personality history.
In the market of PR specialists, there is an opinion that it is possible to build a strong brand only within the framework of their native culture and country. However, Ekaterina claims that this is not the case. Soft, but strong reputational work helps to find an audience abroad."The key is not advertising or virality, but depth and trust," emphasizes Ekaterina.
Author: Yulia Kurzhumova.
www.thesveti.comAccording to data by Tatiana, which was reviewed by the editors, the client flow increased by 37% within two months, and the video became an entry point for new partnerships and publications in major industry publications.
Another example is Svetlana Sagidova, Candidate of Biological Sciences, teacher, author ofkinesiology manuals, and rehabilitation specialist for children and adults with neurologicaldisorders. At her center "Dobrye Ruki," both children with cerebral palsy and adults recovering from injuries or age-related changes receive assistance.
Although Svetlana has long enjoyed authority in professional circles, broader audiences learned about her thanks to a series of three interviews. Topics included: sports injuries in children, rehabilitation of children with cerebral palsy, and the impact of daily habits on health. These episodes quickly spread through expert chats and parent communities, making her knowledge accessible and understandable to a much wider audience.
The third case study involves Saniia Sidorenko, a Moscow-based dermatologist who applies a systemic approach to skincare, including physiognomy and psychosomatics. Her first interview became one of the most viral in the project's history:
— Over 250,000 views on YouTube in the first month;
— Over than 100 online consultations with clients from the USA, Europe, Asia, and CIS countries;
— Fully booked schedule for consultations and procedures 2–3 months ahead following the video release.
The second interview with Sania was conducted three months later, and also showed a high level of engagement and media response.
Ekaterina concludes that all these cases are united by one thing: the result is not due to advertising, but due to a well-built personality history.
In the market of PR specialists, there is an opinion that it is possible to build a strong brand only within the framework of their native culture and country. However, Ekaterina claims that this is not the case. Soft, but strong reputational work helps to find an audience abroad."The key is not advertising or virality, but depth and trust," emphasizes Ekaterina.
Author: Yulia Kurzhumova.