Engaging with Video Marketing

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Video Hooks People

The last few years video has become a key tool in many Communication Strategies, all over the world. Thanks to social integration and investments by Google and other Internet Giants, Video Marketing has gained a vital place in Marketing Plans and it’s contributing to the engagement of the stakeholders of nonprofits and social entrepreneurship all over the world.

According to Syndacast, 74 percent of all Internet traffic in 2017 will be video. Not only that, studies show that using the word “Video” in the subject line of an email can increase open rates by 19 percent, click-through rates by 65 percent and reduce un-subscribers by 26 percent. According to Twitter, videos and photos get the most retweets. 

Why Video Marketing is the New Darling of the Marketing World

Let’s see in more depth why it has become such a versatile and profitable digital marketing tool.

1. Video is more effective

Video is known to boost conversion and sales. Adding a product video to a landing page can increase conversions by 80%.  Plus, studies show us that 74% of users who watched an explainer video about a product or service, subsequently bought it. This means that the use of video can effectively engage users into reaching the goals your nonprofit or social business have – whether is supporting a cause, buying a product, …

One interesting fact is that in many situations, the most important ingredient for the effectiveness of the video is the content – how it connects the viewer to the product or cause. This means that if you are able to create a great content that truly engages with the audiences, you don’t have excuses not to make video – you don’t need to be a Pro in the technical sense.

Plus, more and more, video tools (filming and editing) are becoming cheaper and more user friendly. Helping Video Marketing to become more affordable and closer to provide good return investment. Again, marketing videos for your nonprofit or social business require more than everything else, creativity and knowledge of human psychology. The wise mix of these components will help you create true engagement at minimal cost.

2. SEO and optimization benefits

Using well optimized videos in a campaign will improve your chances of top ranking on organic search results. It is said that rich media (video is included here) is favored by search engine algorithms. Plus, since Google owns YouTube, there has been a significant increase on how much videos affect your search engine rank – now searches show feature videos among top results. Putting it into numbers, adding a video to your website can increase the chance of a front page Google result by 53 times.

Other good news is that video gives more information than most other media, on how users interact with it. It gives you the number of times watched, measure click-through rate, drop-off points, … All of this data can be used not only to optimize it, but also to better understand how your audience behaves. Helping you improve your video marketing strategy, to better engage with them.


3. Stronger user attention

In an world overloaded of information and calls to action, you’ll find in videos one of the best tools to engage your stakeholders in your cause. They standout from the rest of the media because they are easy to consume – it’s easier for the brain to process visual content in opposition to a block of text. In fact, audiences are 10 times more likely to engage, embed, share, and comment on video content than other type of social posts.

One of the reasons to this user attention is the emotional connection it creates. Video evokes emotions due to a mix of attributes that only exist in this medium – the music mixed with the images, tone of voice, the story, … And while it may not give immediate results it will likely play a role (in a more subtle and subconscious way) in later decision-making by the user.

Another reason why video is so effective is that it can build trust. More and more, volunteers and activists educate themselves around a particular issue, before they support a related cause. Or they inform themselves through blogs reviews and in websites, before joining your organization. And you could influence that research by creating videos that will inspire trust in your organization, cause or product. Showing a face of someone that was help by you, showing how your organization or business works and who works there, or explaining a product you are selling in a conversational form, can help to build that trust. In numbers, 57% of consumers say that videos gave them more confidence to purchase online.

4. Video is a multi-use medium

Videos are obviously versatile tools that can help you pass different messages, with different intentions. Whether you are just informing about an event, educating around your cause, inspiring people to action or even increasing brand awareness, video is always an option.

5. More friendly mobile content

Having into account that the amount of smartphone users is growing and that mobile video views have increased a lot the last years, you can expect to have a huge mobile video audience. YouTube, for example, reports that mobile video consumption rises 100% every year!

Plus, having into account the small-sized screen (where it’s hard to read) and the surrounding distractions, I believe that video content (that attracts you with visuals and sound) is a lot easier to consume on mobile than other mediums. Thus critical to engage the increasing your mobile target audiences, whether they are donors, volunteers or beneficiaries.

In addition, Google tells us “smartphone video viewers were nearly 2X as likely as TV viewers to feel a sense of personal connection to brands that show video content or ads on their devices and 1.3X as likely as desktop viewers.”

6. Video encourages social shares

Finally, your stakeholders will be more likely to share and re-share video than other forms of content. If you consider Facebook’s investment on video the last years, you will realize that now, more than ever, video plays a big role in Social Media – the live videos, the auto-play with sound, the vertical videos expanding to fill the screen, the new app to stream videos on TV, … Just remember that people share emotions, not facts.


As you see, online video can become a powerful tool engage with your stakeholders and community. The trick is how to use it in its full potential. How to integrate it in your Communication Strategy. How to guarantee that you have the most suitable content, that will create enough emotions in your target audiences, for them to: learn, act and eventually share.

In future post I’ll go in more depth on how you can develop a Video Marketing Strategy to maximize video impact.

Tips an how you can use video in your communication

  • Institutional video for your organization;
  • Promotional videos for a product, service or event;
  • Educational videos about your cause;
  • Testimonial videos that expose how and who you are affecting in the ground;
  • Explainer/Tutorial videos that help viewers to engage and act by doing themselves;
  • News videos to inform what happened in a particular even;
  • FAQ video to respond to usual questions about your volunteering, for example;
  • Thank you videos to respond to donations.

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