Online video is a massive engagement opportunity for your audience, and only stands to play a bigger role in the future. If you want increased participation in your campaigns, part of your strategy needs to include video. Why? In the US, 93% of children between 12-17 years old, 96% of 18-24 year-olds, 90% of those aged 25-34, and 88% of GenX-ers, watch online video regularly.
So, how do you capture that attention to increase awareness and participation for your campaigns? One simple way is to generate video stories from your own supporters or audience. Organizations can leverage this valuable asset and be on the path towards hyper-engagement and awareness building. Video stories from individuals are authentic, more memorable, and can influence charitable-giving decisions and inspire others to take action.
Even better, it is something your supporters are already doing. Think about the rise of Snapchat and the recent launch of Instagram Stories, Facebook Live, and Youtube Live Events. These popular mediums are all exploding in part because they’re simple and quick ways to express stories and thoughts, and your audience is becoming increasingly more comfortable in using them.
Step 1: Determine your ask
As is the case with most campaigns, planning will play a critical role in the success of your campaign. Before asking your audience for videos, determine what kinds of stories you want your supporters to share and how it fits into the theme of your campaign. Do you want personal stories? Testimonials about the work your company has done? Be specific and make a clear ask to avoid confusion.
Step 2: Generate seed videos
While you want all of your supporters to share videos, even your most ardent members may need a gentle push to help them get started. By recruiting a handful of videos prior to launching your campaign, you can set the tone for the kinds of videos you want from your audience.
Gathering seed videos doesn’t need to be labor-intensive. By personally reaching out to strong supporters who are already passionate about your organization, you can quickly capture powerful stories with minimal effort. Additionally, your staff may also have important stories or points worthy of sharing – try sending an email to your team and ask for a video that fits in to your campaign.
Step 3: Create a compelling landing page
Now that you’ve got some seed videos to start your campaign, it’s time to put together a landing page to collect videos from your wider audience. There are no shortage of tips out there for making performant landing pages, but in our experience the biggest tip is to make one clear, bold ask to help increase conversions. Add the seed videos for proof-of-concept and motivate more supporters to share their story with you.
Step 4: Review and curate videos
Once you’ve sent your campaign to your entire audience, it’s up to you identify the most authentic and compelling stories that will help support your campaign. Once you’ve identified the video stories that best fit your campaign, upload to YouTube, share on social media, or include in your next email.
Is user-generated video content a priority in 2017? Get in touch!