How can video help build emotional connections and measurably increase engagement during a pandemic?
You only have five seconds to captivate your audience. How can video help you stand out against the myriad of peers and competing voices? How do you evoke goosebumps and compel audiences to take action? In this article, we will explore the art of visual storytelling as it relates to creating emotional connections and driving measurable engagement.
Themes of this article will highlight best practices related to:
Producing video in the age of Covid-19
Conducting a discovery process
Developing a content strategy
Introducing cost efficient production measures
Pre-planning protocols
Maximizing reach of your video assets
As a kid, I used to have an absolute blast making improvisational videos with my best friends. I’m talking old school VHS. Raw, uncensored improv. Not pretty. But 100% authentic… and pre-internet.
Little did I know that a mere two+ decades later, Al Gore would have invented the internet and video would constitute more than 80% of all internet traffic.
Who could have guessed that video would emerge as the most effective way for mission-driven institutions, organizations, and brands to reach and engage audiences on a meaningful level?
Cut to 2021:
YouTube completes the second largest number of searches, behind only Google's home page
One BILLION minutes of YouTube is viewed every single day
Video is more likely to be shared than any other content by a factor of x12
Throughout my career, I’ve gravitated towards video as a vehicle to tell a story, engage audiences and elicit action. Some of the most fulfilling campaigns and initiatives I’ve led throughout my career have been the ones where I worked directly with a diverse range of stakeholders to drive institutional engagement and tell a unique story through video.
Over the years, I’ve observed the difference between good video and excellent video. The kind that gives you goosebumps and pulls you in by your imagination at any given moment.
I recently had the opportunity to present on this topic at the Association of Fundraising Professionals (Northern New England Chapter) Annual Conference. It was the perfect audience to share insights and creative strategies around how video can be used as a vehicle to drive engagement.
Telling your story is an art. Here are some helpful tips for anyone who is responsible for galvanizing support for their institution, organization, or brand.