1. Evoke Emotion to Drive Action
If done correctly, video can be the most engaging medium for
communicating a message. It is imperative that NFP’s evoke an emotional
response from viewers in order to inspire action. The exact emotion you want to
instill in the viewer will depend on the message that you’re trying to
communicate. Here are some examples:
Heart Warming
Inspiring
Shock/Fear
Funny
2. Keep it Concise
Keep the video to two minutes or less. The goal is to
explain your cause and outline the behaviour you desire in as short a time span
as possible. Engage the viewer in first 10 seconds as modern attention spans
are quite short.
Tip – Have your logo visible for the first five seconds of
the video. If a user does not watch the full video at least you earned an
awareness impression.
3. Add Visible Calls-to-Action
Make it as easy as possible for the viewer to convert.
Sherpa is currently using new video software capable of custom calls-to-action
embeds. ?
4. Social Sharing
Close the video by asking viewers
to share the video with their friends and family. If social media is a
component of your campaign ensure you incorporate the campaign #hashtag.
5. Brand Ambassador/Influencers
Influencers (people with celebrity status and a large number
of followers and influence) are hugely important to generate public buy-in. The
public is often sceptical of NFP’s so having a trustworthy public figure on
your side will help build trust. Click here to see a great example.