Videos can be an exciting and useful tool in engaging your stakeholders, but it is important to use them wisely. The more strategic your use of videos, the more effective they will be. Are you starting a new program or campaign in your neighborhood? Doing outreach for upcoming elections? Think carefully about your message and whether a video is an effective medium for getting that message across. Remember, a video can be very powerful only IF people click on it. Keep the following tips in mind when deciding when, where, and how to use videos in your marketing:
Keep videos short and sweet
Know the goal of your video, and stick to it as you plan the production process. Keep your videos quick and to the point, and users will be more likely to view them in their entirety. Videos under two minutes are ideal. Use a bold, eye-catching headline to entice your readers to watch the video, and make your point quickly and efficiently. Remember that a video doesn’t always have to include clips of a person or event — it can also be an easy way to show a slide presentation or a series of photos.
Use video only where it makes sense
Watching a video is more of a commitment than reading (or skimming through) an article — so make sure you don’t overuse video for messages that you can just as easily get across in text. Often, a well-designed infographic can convey the same information more efficiently than a video. Use video for storytelling or how-to demonstrations rather than simple facts. By being careful about when you use video, you can increase the power of the videos you do post, and save both yourself and your readers some time.
Use video across social media platforms
Most social media platforms have fully integrated video options, and YouTube videos can now be shared and/or embedded in practically any social media post, blog, or website. Take advantage of options that let you link videos to your website or call-to-action page.
Choose music wisely
Consider your music choices carefully — first of all, do you have (or need to obtain) the rights to use a particular piece of music? Secondly, consider your audience and message — will the music be an evocative accompaniment to your message, or a distraction? Don’t feel compelled to add music to everything. Less can be more.
Use video to give behind-the-scenes info
Your neighborhood council does a lot of work to plan events and advocate for your community. Let your stakeholders see some of the “backstage,” nitty-gritty work through “behind-the-scenes” shots and make your viewers feel like “insiders” in your world.
Tell emotional stories and inspire action
Videos are a perfect way to convey the impact of your activities — for example, a clip of happy kids playing on a newly remodeled playground. They can also be an effective tool for evoking emotion and calling people to action. Images and video can be an impactful way to show, rather than tell, your stakeholders the importance of a particular issue.
As you increase your social media presence and make use of the many online marketing tools available, keep video in mind as an avenue for making your website, newsletter, and social media pages more exciting and engaging. New tools are making it easier and easier to produce and distribute videos, so take advantage of them! Ultimately, similar rules apply for video as for any other marketing strategy: provide your stakeholders and audience with valuable content that gives them important and interesting information, evokes civic pride, and motivates and inspires action.
