Video dominates in today’s marketing landscape, and you can’t really do digital marketing for nonprofits without at least putting it on the table as an option. HubSpot research conducted in 2017 revealed that people “skim most written and audio content” and are “more likely to pay attention to video content.” This is especially true for Millennials. The same research also revealed that video content is what the majority of respondents want to see more of moving forward. So if you want to succeed in nonprofit marketing, one great way to do that is to start thinking in video.
Thankfully, video doesn’t have to be very long to succeed. In fact, according to Vidyard’s Video in Business Benchmark Report, most of the videos produced by marketers in 2017 were less than 2 minutes long.
Video doesn’t necessarily have to compete with big-budget stuff, either. It can be expensive, but it doesn’t have to be—there are ways to bring production costs way down. For instance, tools like Adobe Creative Cloud and Canva make it affordable for nonprofits to edit and create great video content. And social platforms like Facebook, Twitter, and Instagram allow users to easily livestream content.
Looking to hire actors for a video? You could simply ask your staff or supporters if they’d like to be your stars. Furthermore, as a nonprofit, you might be able to convince amateur and professional actors alike to volunteer their talent.
You can also take advantage of YouTube Impact Lab, which exists specifically to help social movements get the message out. But we’re getting ahead of ourselves… let’s talk about Google now.