Last week we looked at the basics of storytelling, including its origin and how to do it most effectively. This week we’ll continue our explorations in storytelling by looking at another aspect of it – storytelling through video.
On September 17th, PHILANTHROPY FOR ALL will be releasing the Storytelling: Demystified workbook free to it’s readers. Be the first to get a copy by entering your name and email address in the box at the right.
Video Versus Other Mediums
With every story, there will be certain elements that you’ll want to highlight and that may mean that there is a particular medium best suited for that story. Some people say print is falling by the way side, but I would argue that there are still some stories that are best told through print. Others might be more viable online. Then there are those that seem to be so engaging and interesting, that you can’t help by have it told directly by the source to the audience. In those cases, video is your best bet.
Video is one of the more engaging mediums in our digital era. It can just be a monologue of a story or it can be broken up with still photos and texts. It can also be a dialogue between multiple people. The possibilities are endless.
Elements of a Good Video
- Length of Video – People’s attention spans are decreasing on the internet so much that it’s a small miracle that anyone watched Kony 2012 in its entirety. Studies have suggested that clips be between 35 seconds and 2 minutes. The ideal being 1 minute 35 seconds.
- The First 5 Seconds are Key – In that time someone will decide to watch the whole video or move on
- Choose One Behavior Changing Goal – A video is a part of a larger marketing strategy for your organization and as with much marketing material, the end goal is to change some behavior. Make sure you have a powerful, single call to action. It could be to create awareness, generate online fans/followers, get a donation, increase press coverage or strengthen relationships with current advocates/donors.
- Know Your Target Audience – Create a working profile of your audience. Then identify the emotions that you want to draw out and how to appeal to the audience in that way.
- Distribution – how and where will audiences interact with this media? What channels are best suited for the piece?
- Copyright – make sure that you’re not in violation of any copyrights with the images, words or music that you’ve selected to use.
Examples of Great Video
The Girl Effect – a great example of animation
Charity: Water – realistically when have they not produced a great video? That’s a big factor in their success.
Union Gospel Mission – an example of great content and superb videography
The Best of Non-Profit Video Storytelling
Made to Stick by Chip Heath and Dan Heath
On September 17th, PHILANTHROPY FOR ALL will be releasing the Storytelling: Demystified workbook free to it’s readers. Be the first to get a copy by entering your name and email address into the top right.