Aaaaand … Action!
8. Consider tapping that funny bone. Humor certainly has its place, but temper it for your audience. You need the right timing and broad appeal. Test before you launch.
9. Get feedback from colleagues and members of your target audience. Once you have a rough cut of your video — meaning all shooting and most editing is complete — be sure to preview it to colleagues, family, friends and those representative of your target audiences (if possible). It's critical to get some more objective opinions. The most frequent feedback you'll hear is, "It's too long." Compile the feedback, review it and revise.
10. Make sure it gets seen. There have never been more outlets for delivering a video to your target audience, so do more than post it on your organization's website.
Be sure to maximize your video's exposure by:
● Posting it on YouTube and Facebook, and linking to it from your LinkedIn pages.
● Tweeting about it.
● Embedding it in your blog.
● Running it in your waiting area and/or at events.
● Sending out an e-mail (in your e-news, if you have one) to your base with an invitation to view, share and comment (and give, of course).
11. Emphasize the call to action and track results. You're stopping short if you don't include a clear call to action and a trackable URL, e-mail address and/or phone number at the end of your video.
Members of YouTube's Nonprofit Channel (every U.S. and Canadian organization can join — youtube.com/nonprofits) can make this link clickable, so it's even easier for viewers to act.
By creating a unique landing page for this action, you're able to measure the impact of the video.
Using video in your marketing mix is becoming essential. Follow these steps and let me know how you're doing (firstname.lastname@example.org). I'd like to feature examples of your organization's work in future articles and case studies. FS