5 Steps To Creating Successful Videos
Good video production is a powerful tool to have in your marketing tool kit, but only if you know what your building, why your building it, and how it will be used. These 5 steps will help you with the process.
PLANNING
Even the best-laid plans go awry - and awry is never good. Well-organized Pre-production will help you leave this quote in the 15th century where it belongs. Instead, heed this more modern quote from another revered author, Hunter Thompson, “If it isn’t written down, it’s a hallucination.” If you’re into lists, you’re gonna love preproduction: locations, talent, props, equipment - there are a lot of moving parts in video production, and planning is the oil for the machine.
PURPOSE
Why are you making a video? What is your message? For whom is the video being made? You have to know who your target audience is in order to target them. How are they motivated? This will dictate the content, style, and delivery of their video.
You are catering to your audience’s PREFERENCES
The language, the imagery, the music - all of these are tools of persuasion. It’s also important to remember that you’re in this for that reason. Your video should create a sense of urgency and contain a call for action. That call might be a donation or something as simple as an incentive for the viewer to learn more. An educated donor is a happy donor. People expect a return on their philanthropic investment and want to know how their dollars will be used. Video is part of your long game. Use this resource to educate, entertain, most importantly - engage the viewer.
POST IT - Everywhere. YouTube is second only to Google as a search engine. Drive viewers to your YouTube channel. If you don’t have a YouTube channel - make one. Or have your child or grandchild make one. Embed the video on your website, pin it to the top of your Facebook page, tweet about it, include the link in your email blasts. Get the message out! Unless your video contains cute kittens or Lady Gaga, you’re going to have to put in some work to get them viewed. Encourage comments and create conversations. If you’re not talking about your video, chances are no one else is.
Finally, monitor PERFORMANCE. Google, YouTube, Facebook - all of these have free built-in analytics that allow you to evaluate how your video is being viewed. This gives you the opportunity to refine the process each time. If videos aren’t being viewed to the end they may be too long. They may be too boring. Read the comments, seek critiques from people whose opinions you value, and keep on posting
These five steps will help you down the long and winding road of fundraising success with good video content.
OK, that’s a wrap.