In the time of social distancing and lockdown measures, more than ever, video is queen.
7 million Aussies watched YouTube on their screens in March, and 21% have signed up for a new streaming services since lockdowns were first announced.
Right now, it’s important to build video that grabs attention and stops the thumb scroll. But social distancing measures have prevented traditional video shoots and events from moving forward.
Because of this, we’ve had to be extra creative with our video approach.
Unlike traditional product marketing or ecommerce, not-for-profits don’t sell a “thing”. Instead, the challenge is more complex. Not-for-profits need to show donors and supporters that they can change lives and make an impact.
Just like a picture can tell a thousand words, the emotional impact of well-produced videos is exponentially more powerful than an image.
Here are some stats that back up the power of integrating video:
So if video is so important to getting a message across, how can we ensure production doesn’t stop in the current COVID context? Here are 6 approaches to creating videos while practicing social distancing.
From 6-second Facebook ads to TV commercials, animation is a highly-customisable way to get your message out.
Animated videos can range from super simple text overlays, to big-concept projects. Here’s a campaign example with big impact:
In-person videos can still be created during social distancing measures.
In April, we worked with The Salvation Army on their annual Red Shield Appeal when Victoria was first thrown into lockdown.
To adapt, we developed a concept that embraced social distancing: actors will pass the iconic Red Shield donation bucket through a ‘video call’ screen.
The shoot was conducted in the actors’ homes, and we operated with a crew of just two.
With camera phones, everyone has an HD video camera on them at all times. Encourage your supporters to create their own content for your organisation, and build out this ‘user-generated content’ into online videos.
For Variety’s Hair with Heart campaign, a campaign where supporters are encouraged to donate their hair to be made into wigs for kids with a long-term medical condition, we used video footage provided by campaign participants in the ads. With the right brief, this tactic can be really effective:
For effective online video, there’s no need to reinvent the wheel.
Trawl through your archives or channels to find existing footage that can be re-edited to create something new. Look for times your organisation has been featured in the media.
View this post on Instagram
For channels like social media, you can make-do without a full production. At ntegrity, we often lean on b-roll, stock images and existing client collateral to build out our stories.
When it became clear that COVID was going to alter the way not-for-profits fundraise, we created this ad in a single day:
By using stock b-roll and images, you can fast-track your production.
An effective way to create new content is to use features like Facebook Live or Instagram Live. Not only do you get the initial live video, but you can also re-edit the live video into different types of content.
ntegrity has done this ourselves with our regular broadcast on Instagram Live. This program has allowed us to keep in contact with our clients, but also ensures we have a way to bring the most up-to-date digital strategy advice to our followers on a regular basis.
View this post on Instagram
While COVID has changed many things about marketing, it doesn’t mean your video and storytelling needs to stop.
I hope this post has given you a few ideas for how you can continue to make content that connects and inspires your audience. If you’d like to chat about your video strategy or your next project, we’d love to hear from you. Reach out to our video team here.
The global pandemic has meant 2020 is far from ‘business as usual’. The behaviours of everyday people have changed. In…
When COVID first hit, not-for-profits were thrown into the deep end. The ntegrity team wanted to help, but social distancing…
In the time of social distancing and lockdown measures, more than ever, video is queen. 7 million Aussies watched YouTube…
Connecting with donors is as important as ever in our digitally-connected world. 76% of consumers now expect companies to understand…
We rocketed forward 5 years in consumer adoption of digital in the eight weeks since the beginning of the global…
WISE Employment is a leading disability employment services provider. Yet when their main referral source stopped providing them with leads, they partnered with us to develop a digital strategy and help execute the campaign to attract job seekers and employers, and fast.View Case Study