August 28, 2015 \ Rachel Jellinek
10 Fundamentals of a Creative Video Strategy for Nonprofits

creative video strategyRecently I attended a webinar in which Jason Djang from YouTube shared “10 Fundamentals of a Creative Video Strategy for Nonprofits.” He was quick to say that not all ten elements need to be adopted, but he highly suggested paying attention to the following criteria and questions when evaluating your video plan. This blog post features information about the first three components.

1) Shareability – Will your audience want to share this video content?

When addressing the question, “What makes something shareable?” Jason commented that people often pass stories along to others when they feel it affirms something about who they are, what they believe, and what they like.

From a nonprofit fundraising video perspective and from my own personal video viewing and sharing experience, the most powerful content includes people who are willing to tell their stories – even ones that might be personally sensitive – for the benefit of others.

2) Conversation – Is there an element of speaking directly to the audience?

Jason recommended creating content where people are talking to the camera, so that viewers feel personally engaged.

In some circumstances I think this approach can work well, and in others, it might not be a good fit. It depends upon what you are trying to accomplish. If you are making a direct ask of viewers, then looking into the camera can often work. But if someone is telling an emotionally compelling story, then looking into the camera could seem unnatural, perhaps make that person feel uncomfortable and ultimately compromise the authenticity of the message you are trying to share.

3) Interactivity – Is there a way to involve your audience with your ideas?

Jason proposed possibly featuring loyal viewers in photos or asking questions that are clickable prompts for viewers to comment upon.

Hyperlinks within the text of websites has obviously been around forever, but it’s only recently become more common¬†within videos. It makes a lot of sense for video marketers to take advantage of it.

If you are creating an advocacy video, for example, insert a hyperlink within the video that takes viewers to a petition they can sign, or sends them to a landing page that explains how to write a letter to their representative in Washington. With those hyperlinks, you’ll also be able to gauge your audience’s level of engagement.

Stay tuned! Next week I will share information about the remaining components of a well-crafted video communications strategy, according to YouTube.


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