Most organizations know how powerful a video can be.
They likely know that a video can help them build trust, raise money and expand their brand’s awareness. AND, if they’ve read my previous articles, they would know the importance of telling stories with emotion.
So videos have become an integral part of marketing strategies.
However, in the rush to create visually appealing and impactful videos, organizations make many big mistakes. They make the messages unclear, and the ROI drops substantially.
Let’s explore some of the most common details that executives and marketing managers tend to forget when creating a video and provide insights on how to enhance their video production process.
What’s The Purpose, Or Do You Know?
Many organizations just want a video. They believe it could solve their problems, and they end up doing a video without a single plan.
One of the most common pitfalls when creating a nonprofit video is failing to define a clear objective. You need to understand the purpose of your video before diving into your project.
Are you aiming to raise funds?
Increase volunteer participation?
Create awareness about a specific cause?
Clearly detail your objectives. It will help guide your creative process, and ensure that your video effectively communicates the intended message to your target audience.
It’s possible the visuals and interviews may change over time, but a measurable end goal will help determine whether the video missed the mark.
Nonprofits that set clear marketing objectives are 376 percent more likely to report success!
Understanding the Target Audience
As you’re developing your plan, you need to have your target audience in mind.
Don’t target everyone. Rather, identify your ideal client, and go after them.
Without a clear understanding of your audience’s demographics, interests and preferences, it becomes challenging to tailor your video’s content and style to resonate with them. Your audience and data will inform your storytelling approach and visual elements.
A study by Google found that 68 percent of YouTube users watch videos to help them make a purchase decision. That applies to whether they get involved in your organization.
Telling Me A Story
Storytelling lies at the heart of powerful videos.
Many nonprofit executives and marketing managers neglect the importance of crafting a compelling narrative. They’ll do a video with a series of interviews, and cover up edits with unrelated B-roll. You do, yes, need content, though people want stories. We want connections.
People want to get lost in another person’s world, and, when they do, they will be more likely to remember the video. Stories are up to 22 times more memorable than facts alone.
A well-structured story that elicits emotion and connects with viewers drives engagement and fosters a deeper connection with you and your audience.
What Should I Do?
You create a video for a reason, right? You want more clients or, to be blunt, you want more money.
Clearly state what you want your audience to do. That comes from a call to action (CTA), and it could recommend people visit your website, make a donation, etc. If people want to get involved with your organization after watching your video, tell them how.
The call to action is often missing from videos. Organizations forget that a video is a marketinng tool. Clearly state what you want viewers to do, and make it easy for them to take action.
For example, I write these articles for the following reasons:
– Expand your videography skills
– Grow Team Trust’s and my reach
– Connect you to our email nurture sequence, which you can do by subscribing
– Work with you on a video project (you can start this conversation by contacting us!)
The CTA in our video on Scherrone was: “Please consider giving her a donation at http://www.scherronesfundraiser.com.”
Creating a powerful video requires careful attention to detail. By remembering and addressing these commonly overlooked aspects, you can enhance the impact and effectiveness of their videos.
Leverage the immense potential of video, and make a lasting difference in the world.