The Power of Video

By Steven Chang

The power of video to successfully promote causes, companies, organizations, people, and yes, even cats, on the Internet is hardly a secret. We can see the power of video almost immediately (how many views/hits did you get?), and we can also see the power of video in our everyday lives (when was the last time you asked a question beginning with, “have you seen that one video…?”).

But how do videos become popular? Two videos that use the same outreach methods – email, social media, word of mouth, live presentation – may not necessarily have the same impact. And a video which hardly uses any of those methods can suddenly go viral solely because of its content and the way that content is communicated.

While there are many guidelines for anyone who is looking to popularize their videos, there is no silver bullet.  So, I’d like to offer my advice, taken from my passion for creating great video content and from my experience at “UniversalGivingTM.

  1. Filter. Only use your most unique, interesting, and high quality content.
  2. Brand. Remind the viewers constantly just where they are getting their video content through visuals, text, and whatever else you can think of.
  3. Outreach. Viral videos are, in fact, quite rare. Your best bet is to continue to aggressively outreach through all forms of social media, while trying to drive all of that outreach to your central “homebase” – a website, your twitter feed, your blog, etc.
  4. Workflow. For bigger video projects, create standards, checklists, and production schedules to guide your project from the early stages of content filtering to the later stages of releasing & analytics.
  5. Focus. There are always more and better ways to promote through video. Tackle the project in stages. Start with a basic strategy, and then build on that as you evaluate and assess the impact of your videos. Sometimes you may stretch yourself too thin by trying to do too much before you release even your first video.

I have also found many helpful tips and guidelines through ListenIn Pictures and their starter guide to non-profit video story telling. While their focus is more on fundraising and campaigns, they have many useful tips and examples of how video can be used to call people to action.

My final tip is to create conversation around your videos. When people really enjoy a video and find it interesting, they will have something to say about it, will engage it, and will respond to the “call to action.” So, what do you have to say about UniversalGiving’s most recently released videos featuring our founder & CEO Pamela Hawley and other Fortune-500 CSR executives?

Pamela Hawley on NGO Vetting

More videos:

Secret to Success: Go Become Famous!

Global CSR Benefits: The Bottom Line

Global CSR Challenges: Co-Chairs and Cross-Training

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