Not all Videos Are Created Equal
2. Creating a conversation
It is critical to have viewers see themselves in the story. This is something offline marketers have tried to do for many, many years. It's as basic as not being about the brand — but about how the person connects to the brand. The beauty of social marketing and video marketing is that the connection creates a conversation.
Everyone I know who has experienced the Misty Copeland video had some kind of story or example that made the video personally relative to them. In the case of the nonprofit, the video should help the viewer feel like they are or can be a part of the mission of the organization. Or, perhaps more importantly, they can be a part of the solution to the problem or challenge that the organization's mission addresses.
As nonprofits, we cannot assume that all of our prospects and donors have a personal connection to the issue within our nonprofit specifically, but in reality everyone can be a part of a solution to a problem. The key is to make our viewers believe it and feel it. If we are honest with ourselves, the video is simply the spark that creates the dialog that ultimately drives action. And speaking of action ...
3. Creating an action
In reality, the action is very important for a social-media video. And, let's be very clear here, it is not a "like" that is the ultimate prize — it is the "share." UA has perfected it, and even just the title alone — "I Will What I Want" — creates the spark to
- Watch the video (perhaps over and over across the various stories);
- share the video; and
- make an empowering comment or even add your own story.
To create a social video that not only is just begging the viewer to share it but also motivating someone to comment is what we should all be striving for when putting our missions into video for social consumption. Nonprofits often think a "like" and a comment about a donation is the goal. I would challenge all of us to create videos designed to get someone's attention and have them share it with their personal network with their own story. Yes, yes — we want the donation. But we really want to be highlighted as being relevant to someone.
Vice President, Strategy & Development
Eleventy Marketing Group
Angie is ridiculously passionate about EVERYTHING she’s involved in — including the future and success of our nonprofit industry.
Angie is a senior exec with 25 years of experience in direct and relationship marketing. She is a C-suite consultant with experience over the years at both nonprofits and agencies. She currently leads strategy and development for marketing intelligence agency Eleventy Marketing Group. Previously she has worked at the innovative startup DonorVoice and as general manager of Merkle’s Nonprofit Group, as well as serving as that firm’s CRM officer charged with driving change within the industry. She also spent more 14 years leading the marketing, fundraising and CRM areas for two nationwide charities, The Arthritis Foundation and the American Cancer Society. Angie is a thought leader in the industry and is frequent speaker at events, and author of articles and whitepapers on the nonprofit industry. She also has received recognition for innovation and influence over the years.