Video Killed the Written Prose Star
Did you know we're living in a post-text world? According to a New York Times piece published last year, written prose (a.k.a. text) is on the decline while audio and video’s reach and influence are expanding explosively.
Video —once a peripheral piece of an overall marketing plan— has become a central component. It's been said if your organization is not creating video, it's falling behind.
Consider a few stats:
The brain processes visuals 60,000x faster than text [source: Thermopylae]
We typically remember 80% of what we see or do, in contrast to 10% of what we hear and 20% of what we read [source: Search Engine People]
80% of people will watch a video on a page, while only 20% will read the text on a page [source: MySMN]
Are you feeling antsy yet? If you're like the bulk of nonprofit professionals I know, you may be thinking: Sheesh, now I have to add *Video Content Producer* to my job description?!? Never mind finding time to learn the fundamentals and best practices of video production.
I'd contend that outsourcing your organization's video content production is a smart use of funds. At minimum, aim to outsource it while you're getting up to speed on the fundamentals. [If that's absolutely not an option, there are online resources that offer video marketing guides —HubSpot being one of my favorites.]
Woody Harrison is a veteran video producer and storyteller who works exclusively with nonprofits. Equally relevant: he's focused on telling stories with heart, not just getting pretty video. Woody is passionate about helping nonprofits tell their story in ways that engage audiences and show the real emotional impact organizations have on the communities and clients they serve.
Recently I spoke with Woody about story concepts for a client and asked him to share a few insights for this blog's dear readers. He was happy to oblige. Highlights from our chat follow below:
JB: What would you tell a nonprofit that is concerned about the ROI in funding outsourced [professional] video production?
WH: A lot of the time, what you're paying for is:
Speed of delivery. Most nonprofits don't have the time and skill to do it themselves in a timely manner. You show me anyone at a nonprofit who has enough time on their hands to learn lighting, audio, and video editing...AND do their "normal" job. They simply couldn't create something on a timeline and keep their sanity.
Project management. When you work with a professional, they will help you set deadlines and they will stick to them, allowing you to focus on your job.
And most importantly…
The Idea. There's a saying: "You can't read the label from inside the bottle." What I've encountered is, there's a lack of public awareness about the services and impact the nonprofit actually provides, because their stories aren't being told in a compelling way. Sometimes, it's as simple as a short documentary-style video on a client, or maybe it's a more creative approach. Having an outside perspective from time to time is invaluable. Why do so many companies hire ad agencies? Because of outside perspectives and new ideas.
JB: What is the single best piece of advice you could offer a nonprofit that's about to dip their toe into video marketing?
WH: Bust out the iPhone! Do something!!! Just start. I may be shooting myself in the foot, but you don't NEED professional quality video all the time. If you're short on content ideas, a place to start is to think of the top 5 FAQs you get about your nonprofit. Each one of those is a very informative video, and you know this because they're based on FAQs!! People are obviously interested...or they wouldn't be asking! Also, don't worry about public support, likes, shares or engagement if you're just starting out. That takes time. Don't let the fact that you don't have 2,373 likes and 1,001 shares discourage you. Keep going.
JB: What's the biggest video faux pas?
WH: The biggest faux pas? There's two parts to this:
Not starting. Like I said before, just get going! Don't worry about it being imperfect or amateur. If you've never done it before, of course it won't look professional. But do you remember the first time you started anything? Were you good at it? Did you understand it? No. But over time, you got better, it became more enjoyable. Now you're an expert....at whatever that thing is...
Technical issues. GET A LAVALIER MICROPHONE!!! If you are going to get started, the number one technical snag you need to know about is bad audio quality. Nothing, and I mean NOTHING will turn away a viewer like poor audio quality. Mics are about $20 on Amazon and do a great job. Get one.
Woody provided two examples of what's possible with a mix of iPhone and professional editing or as he calls it, his "Social Media :30" service. Clients film a short, topical video on their iPhone, and Woody finds footage, graphics, music, and sound effects to create something fun. It's an easy way to get into professional video on a consistent basis without much work or cost:
Travis Audubon Society: https://vimeo.com/435971737
Shoal Creek Conservancy: https://vimeo.com/428613196
Learn more about Woody's services here. Then repeat after me: Lights, Camera, Action!