Sometimes it happens; you have a good story to tell, so you create a video. You say to yourself, “surely I’ll find ways to use it,” but half-way through production, questions are raised. How exactly will you use this video? How will you present the ROI? Will you be able to track conversions?
Have no fear, we’ve compiled 5 ways you can use an awareness video, and prove its value. But, first, some stats for you to build your case, all from a survey Google recently conducted (results started being publicized this past August):
- 57% of everyone who watches a nonprofit’s video will go on to make a donation to that nonprofit.
- 79% of donors surveyed reported that online video ads were the most useful online media marketing they were exposed to.
- 39% of people who watch a video look up the accompanying organization within 24 hours of viewing.
Based on that, how could you not want to incorporate video into your marketing strategy? Here is a list of 5 ways your nonprofit can use an awareness video. Note that I am talking about how to use an awareness video, not how to use video for awareness. The reason I’m being picky over words that only certain videos should be used for brand building. Videos that convey your mission and the impact you have are perfect. Videos that give information on how your programs and services are just too informational and don’t focus on awareness for just your brand.
1) Distribute your video as a PSA.
PSAs were designed to change the public interest by raising awareness of an issue, affecting public attitudes and potentially stimulating action. An awareness message is ripe for PSA Directors at TV and radio stations around the country. They see it as their personal mission to share messages to help their viewers, whatever it may be. While this tactic will cost money in tracking, reporting and distribution, with eventual increased awareness, your nonprofit’s opportunities will start to increase (i.e. funding, potential partners, etc.)
2) Create a social media campaign and ask people to share the video.
Think about how you share information – it’s simply much easier for you to press “share” and let the video speak for itself than write why you personally think someone should watch. In addition, by sharing the video (which you should host or have on your branded YouTube page), it creates backlinks to your site/content and help boost your search engine rankings, which in-turn build brand awareness. And if you have time, consider incorporating a #hashtag on screen to convert the conversation to the web and bring the social nature of the video full circle.
3) Use it in email communications or appeals to enhance your message.
A study from the Web Video Marketing Council suggests that the use of video in an email is powerful.
- 88% reported that email with integrated video improves campaign performance.
- 76% said they felt video generates a higher conversion rate than static content.
- 73% believe the use of video generates high click-through rates
4) Make it prominent content on your website.
Use the video on your website as news, content or better yet, a homepage takeover during a specific timeframe (maybe in conjunction with your social or email campaigns featuring the video.) This may seem like a no-brainer, but often news/press release material is the feature on a homepage and video is buried on a media page. Your homepage is where you convert visitors to relationships that can be nurtured and converted, a perfect use for video based on the stats above.
5) Drive traffic to your site by publishing the video (on YouTube or Vimeo, etc) and make it searchable.
According to Searchmetrics, of all content included in Google’s general search listings, video appeared most frequently, being displayed in over 70% of search results. In fact, Forrester Research found that videos were 53 times more likely than traditional web pages to receive an organic first-page ranking. See more about these stats here. If you’re a nonprofit that doesn’t have a budget for adwords, this is a way to organically build your search rankings, not to mention traffic.
While you could argue that this advice may not be limited to nonprofits, but practical for any and every brand communicator, it probably hits home for nonprofit marketers because you have fewer hands on deck and limited budgets. Sometimes there is a true celebration when you can get just one video created. And you should celebrate; but also make sure your video continues to work for you by folding in one or all of the 5 tips above.