Still spending thousands of pounds creating project-focused videos for your charity that end up with 45 views on YouTube? Stop. Now.
If that’s your strategic approach to video it’s a waste of your time and money. It’s a waste of your viewers’ time. The best videos aren’t about projects per se; that’s only of interest to your staff or volunteers. In fact there’s every chance they don’t watch them either. The videos that will truly connect are the ones which people can relate to – you need to start getting better at storytelling. As Annie Escobar puts it:
“It’s about the why, not the what. Showing, not telling. Feeling, not facts.”
It’s worth remembering that just because you’re trying to tackle a serious issue your videos don’t always need to be sombre affairs. ‘Follow the Frog’ is a great example of humurous storytelling as a way of encouraging people to make positive change.
Think about the difference your non-profit makes. Those are the stories you want to be telling. Do everyone a favour and ditch the corporate, project-orientated, ‘how we do things’ videos and start really inspiring people.