Social media has become one the most effective methods of sharing stories and is critical to the success of social impact campaigns, NPOs and fundraising.
Storytelling and delivering your message effectively are some of the most important components to raising funds and doing good.
Whether you’re a non-profit organisation looking for donators or a brand with a strong CSR initiative, both need to tell their stories effectively to reach desired outcomes.
It is forecasted that in 2019 80% of all internet traffic will come from video.
Platforms such as Facebook advised digital marketers several years ago to focus on video as preferred media for advertising and this study by Streaming Alliance shows the immense growth in video views, specifically on mobile devices.
But perhaps the most compelling argument in favour of video is the simple tried adage that has been used by salesmen and marketers for as long as we can remember:
Sell the sizzle not the steak”
Social media is driven by emotion. The very word ‘social’ tells us already that this is a space to socialise and chat and with that comes a whole lot of emotion.
Fundraising and pursuing a worthy cause is as much about evoking emotions as it is about statistics to create action.
Video offers the most effective method to deliver your story using both of the above.
In this two-part blog we’ll cover, firstly, tips for using video and next week we offer some handy ideas that we’ve found to be highly effective.
Tips for creating effective video for social impact campaigns, NPOs and fundraisers
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Have a clear goal
Several surveys have shown that video is the most effective method to drive donations. Video is not simply a medium to create awareness. A strong call to action in the storyline and effective links for immediate action will yield results.
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Keep it concise and to the point
According to the Streaming Alliance survey 25% of smartphone users watch in excess of two hours of video on their phones per week. Once your video plays, keep it short and sweet and be sure to get your message across before they move on.
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Storytelling
Tell inspiring stories. Stories and gossip make up 65% of our daily conversations.
Storytelling is the perfect medium to deliver your message and it helps you to create a bond with your audience and it remains the most compelling and engaging type of online content out there for nonprofits.
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Remember the impact stats
As important as telling emotive stories are, don’t forget the facts and stats.
Ultimately your end goal is to raise funds or increase brand awareness (if you are running a social impact campaign via your company’s CSR initiative).
A good story needs a foundation, and this is where impact facts are very important.
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Distribute on social media
An average of eight billion videos are viewed daily on Facebook.
Video is the most virally impactful content online. With multiple ways viewers can engage from liking to sharing to commenting, your best chance of reaching your widest audience is via social media.
Through a combination of organic reach and paid targeted audiences, your campaign can reach the exact viewership you desire.
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Amateur and Professional videos work
Not all your videos need to be professionally crafted.
Yes, it is important to have professionally shot video for a fundraising event or to tell a story behind your cause but amateur videos of staff, stakeholders, volunteers etc make for great spontaneous content – even more effective when done live.