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How to communicate a campaign using video content

Video offers the opportunity to promote a campaign and raise interest. This guide offers recommendations to make the most of the medium, either through a pre-prepared film or livestreamed on social media.

Things you'll need

  • Willing participants - a good speaker happy to be on camera
  • Digital video camera or Smartphone - somewhat of a necessity
  • Video editing software - assemble the footage into a cohesive and effective story
  • Online presence - enable people to watch and share the videos

Plan your content

Determine what the videos are set out to achieve. A successful video campaign hinges on early decisions on content and the overall theme.

Films that demonstrate the work of an organisation hold more appeal when including the benefactors of the services provided. An ideal scenario would have a member of the organisation talking through the work that they do, with interviews of users who have significantly benefitted as a result of their involvement with the staff and services.

There is a How To guide which looks at ways to bring your story to life using video.


Organise the shoot

For a formal video it's tempting to run out with a camera and start filming, but devising a shooting schedule will prevent a haphazard compilation of footage which offers little structure or sense.

If an interview is to be conducted, write out the questions. Make sure these questions have been answered before the end of the shoot.

Where will the filming take place? A location that looks great on camera may noisy which negatively affects the audio, e.g. filming in your local High Street would present this kind of issue.


Keep it short

Ideally a video to be watched and shared on YouTube or Vimeo should be no longer than 2-3 minutes with a call to action made as soon as the first minute. Videos can be longer if an individual's journey is being documented, however an introduction to an organisation or a series of films which demonstrate involvement and progress need to be short, in order to maintain interest.

Videos shared and watched on social media sites ideally should be even shorter with the optimum length being just 90 seconds.


Capture the moment

Always have your smartphone with you and be ready to capture the moment a supporter of your organisation has something great to say or something unmissable happens. These unplanned videos can somethimes evoke more passion and show more realism than something pre-planned and scripted.

Record them on your smartphone to be edited and uploaded to your website or social media page later. Consider making a very short Vine or Instagram video clip to promote your charity as described in this How To use Vine guide.


Go Live

Be ready to livestream video from your event too. This style of video allows viewers to respond instantly to your appeal and engage in conversation with you as you broadcast.

Twitter have this covered with their Periscope app and both Facebook Live and Youtube have this feature too.

In 2015 Stand Up To Cancer ran a 12 hour livestream fundraising campaign on Youtube to raise awareness of their cause.


Get it seen

Maximise use of social media to enable to video is watched, post it onto your Facebook page or group, profiles and on your YouTube channel. Embed it on the website of your organisation and any blogs that are connected your work.

Tweet about it. Ask supporters to retweet it and share it amongst peers, ensure your colleagues spread it within their own networks.


Ask for help

There are many video production agencies who work with third sector organisations. For example Hub TV based in London and BellyFlop TV based in Manchester both have many years experince of producing video material for charitiy digital media campaigns and using social media to promote an identity, fundraise and establish an online following.

Further information

Some inspiring examples:

For more information on creating and making video content work for you, take a look at our How To guide on making a video for your organisation.



Page last edited Sep 08, 2020 History

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