After an extended summer holiday, here is part 6 in a 7-part series of articles examining how a nonprofit organization with a small staff and limited budget can successfully delve into video, and utilize it in a variety of powerful ways to achieve multiple goals. See if it doesn’t get you thinking about Video Production for your organization. Access the previous entry here.
Video can be utilized across all your marketing and public relations platforms: newsletters, website, Facebook, Twitter, and more. But first, it has to reside somewhere on the Internet.
Vimeo vs. YouTube
There are essentially two services to choose from as a repository for your organization’s video content: Vimeo or YouTube. I’ve read some professional recommendations to maintain video on both sites. But as I work principally with cost-conscious nonprofits, I have to say that doing this is a big investment of time which can drive up labor costs. So I recommend choosing one platform over the other. There are many articles on the Internet that explore the pros and cons of Vimeo vs. YouTube. For example, while Vimeo is known for higher-quality video and no advertising, you would need a paid account in order to accommodate the storage capacity you might need. YouTube, on the other, does allow advertising, but it also reaches a wider audience, and is totally free. Plus, YouTube offers a Nonprofit Program that helps you setup things like donate buttons, call to action overlays, and will allow you to post long videos. For these reasons, I tend to gravitate toward YouTube. But in the end, the choice of service is yours, and both can serve your needs.
Once you decide on a repository for your video, it’s a good idea to spend time setting up your channel to look professional. For example, if you decide that a YouTube channel is best for your organization, then you should set it up with appropriate cover art, links to your website and social media channels, fill in the ABOUT section, etc.
There are enough nuances to using a YouTube channel to warrant a whole separate series of blogs. But all of this instruction is easily available online, and much of it is learned organically over time, once you start using your YouTube channel regularly. And since many of you likely already have a channel up and running, I will move ahead to using the channel for the types of videos we have been discussing in this series.
Throughout this series, I’ve talked about the value of breaking up an event into multiple videos, one for each speaker. I’ve covered the advantages many times, of how it allows you to work with smaller, more manageable files, and enables you to promote the individual speakers in ways that a single, long video of the entire event could never do. Now we look at how YouTube can be used to create, group, and promote these individual videos, through the PLAYLIST, which is a group of individual videos.
When I have event video to upload to YouTube, the first thing I do is to create a YouTube Playlist for the event. Then, as I begin uploading my individual videos, I add each of them to the Playlist. In the end, the Playlist serves as a collection of all the individual videos. I arrange the separate videos in the playlist chronologically, essentially recreating the entire event for people who would like to see it from beginning to end. The Playlist itself has a unique URL that can be used to direct people to the collection of videos.
But each video also will have its own URL, and that is what makes this system so useful for promotion. If you were to upload just a long, uninterrupted video of your event, imagine trying to draw people’s attention to a specific speaker, or statement – the best you can do is use time stamps to indicate where in the video people should look.
By breaking up the event into multiple videos of individual speakers, you now have a variety of shorter videos featuring each speaker, which you can target to appropriate people and organizations. At press conferences, awards ceremonies and panel discussions, each person addresses a unique perspective on the topic, and this results in mini-videos that can stand alone, or be grouped together as you need.
With a single uninterrupted event video, you might issue one announcement on your website and social media channels that the video is available. But with multiple videos, you can create separate announcements about each speaker, and spread these posts out over a period of time.
Individual videos can be featured in your newsletter. They also lend themselves well to tweeting (including the speaker and their organization’s Twitter handle) or posting on your partners’ Facebook pages. I often email a video breakdown list to all the participants, their organizations, attendees and anyone else who might be interested, letting them know how to access each video, and encouraging them to promote the videos in their own newsletters, websites, and social media platforms. Participants and their organizations are often thrilled to be able to utilize this content when communicating with their own social networks – and in doing so, they draw attention to your nonprofit and its work.
The articles in this series, and others relating to nonprofit social media, can be accessed at http://www.socialnet-works.co/blog/.
My company is called SocialNet Works, LLC, & our motto is “Helping Faith-Related Nonprofits Gear for Growth through Social Media.” We provide all of the video services described in this series, as well as offer training to in-house staff on the same practices.