Updated: Mar 3
Another year has flown by and Charities and non-profits are starting to turn their attention to 2020.
As predicted at the start of 2019, video has played a major role in the success of charities digital presence and the uptake has been astronomical. But with the increase of video usage (thanks to the continued evolution of social channels, the rise of ‘Stories’ and the way in which people are consuming video), it’s become increasingly competitive and hard to break through.
Video for Charities in 2020
By the end of 2020, the average daily consumption of online video is forecast to rise from 84 minutes in 2019 to 100 minutes. That’s over an hour and a half of video being watched online each day by every digital consumer. Video has become a cornerstone in the routine of the digital consumer and, with the roll-out of 5G in 2020, this trend is only set to continue and heighten.
This presents a huge opportunity for brands and organisations that have a story to tell and can create an emotional connection with their audience. The third-sector very much sits in that category.
Stories are the currency of consumption in today’s world (and I’m not just talking vertical). I’m talking about making deep connections with your audience within their personal environment - their phone, or tablet.
Let’s take a look at what’s going to drive results in 2020 …
1. Personalised Video
Personlisation (or Personalization depending on which side of the pond you’re on) is one of those buzzwords that gets chucked around in marketing and fundraising meetings, but the engagement rates cannot be ignored. If you have a healthy database and are, or are planning on creating video content, personalised video needs to be a part of your 2020 strategy.
By including personalised video within your email communications, your click through rate (CTR) will increase (on average) by 450%. The biggest challenge we see when driving results through video is clearing that first hurdle and getting people to watch the content! By having your prospective donor’s name on the thumbnail within the email, your CTR will rocket!
And it’s by no means a complex or unattainable form of video to create anymore. We’ve delivered personalised videos that have driven incredible results time and time again. It’s a fun and exciting form of video that often breathes new life into organisations that just need people to engage with their messaging. Yes there is a set-up fee involved, but other than that, it’s business as normal in terms of production and the typical return on investment constantly multiplies when this technique is used.
2. Long Form Video Is King
The belief that short-form video is what drives engagement online is outdated and couldn’t be further from the truth. We constantly hear marketing professionals say that people’s attention span on social is limited and they’re put off when they see a video that lasts more than 90 seconds. Rubbish!
Don’t get me wrong, there is a place for short-form video (a very important place in the buyer journey), but long-form video is being rewarded like never before on all of the major social channels.
Today, the average length of a first-page YouTube video is 14 minutes 50 seconds.
That’s the average!
And it’s going up by the day, as brands and organisations cotton-on to the results that they can drive. Viewers expect long-form content and, if the content is rewarding and enticing enough, they most definitely prefer it. So have a think about how you can tell your story as a story without the confines of time. The world is your oyster!
3. Create Content For The Platform
One of the biggest opportunities in 2020 is a simple one. Adhere to the best-practices on each of the social channels. It’s worth spending time to create the vertical, square and horizontal versions of your content. Why? Because viewers will engage with your video if the experience feels seamless … and the social channels love (and reward) engagement.
Clearly, if your audience spend a load of time in Insta Stories, or Snapchat, you need to create native vertical video. But what about Facebook, LinkedIn, YouTube and all the others? What type of video should you create?
The general rule is that mobile video (square, or 1:1) performs best in news feeds, so we’re talking Facebook, Insta, Twitter and LinkedIn here. Despite the fact that it feels like your weird uncle Al has dusted of the cam-corder and is filming another one of his Christmas Day specials in the 90’s (before widescreen was a thing), this is what drives results in today’s world! You get maximum screen space when someone is scrolling through social with their phone in a vertical position. Meanwhile, over on YouTube, 7 out of 10 viewers default to horizontal viewing when watching videos on this platform, so the traditional, creative, beautiful form of video most-certainly still has its place in your strategy. And breathe!
So when you’re planning your next video campaign, be sure to consider these three forms of video in your framing - and it’s often well worth shooting exclusively for vertical in order to get that frame right!
4. Get your video content strategy
With the video marketing world evolving on what seems to be a daily basis, never before has it been more important to have a detailed video marketing strategy to ensure that the content that you are creating cuts through and drives results.
Different people engage with different forms of video in different places and respond to different messaging.
It’s no longer a one-size fits all strategy that we were so used to 10 years ago.
By researching your audience’s video consumption habits and the type of messaging that they respond best to, you give yourself the greatest chance of driving a high ROI on the content that you are creating.
Obviously I am biased, but creating video without having a strategy in place is, in my eyes, criminal and a gamble that just isn’t worth taking!
So, spend a bit of time over the coming weeks to get your strategy in place for 2020 and you will reap the rewards when it comes to the funds you raise or the awareness that you generate. If you need help, just shout (#plug)!
5. Live video should really be a part of your strategy
And finally, one the camera-shy are going to hate, but you can’t ignore that stats. 82% of consumers now prefer live-video on a social feed from brands and charities. We talk about authenticity a lot and today’s modern consumers respond best to authentic and honest video. Live video is exactly that.
I’m not saying your entire video strategy needs to be live, but in terms of engagement and converting your audience to raving fans, if you have the opportunity to create live video, then please do it! On top of the engagement statistics, the social channels that offer this form of video (all of the big six) reward live video enormously.
Live video found its feet in 2019 and in 2020 it will kick on big time!
So, that’s what to look out for in 2020. If you’re creating video content, or planning on creating it, be sure to consider these top five tips to make sure you drive a remarkable ROI on your video efforts.
It’s out there for the taking. Now go get it! After that glass of port and mince pie, obvs!