5 Easy Ways To Use More Video on Social Media
Video is hands down the most engaging type of content you can post on social media. It’s impactful, it draws people in, it captures more than one of the senses, and it has the power to transport viewers to another place. We quite literally can’t take our eyes off of it.
When was the last time you posted a video on your organization’s social media? If your answer is not “in the last month,” then you’re probably not putting enough video content out there.
After all, as much as one third of all online activity is spent watching videos. If you aren’t posting videos regularly, you are missing out on the opportunity to really engage with people, and to tell your story to new audiences. Here at the Purpose Collective, we know that video creation can be a huge pain in the butt. For all the benefits it may hold, sometimes it feels like it’s just too difficult to create.
But we have good news for you: your videos do NOT need to be an expensive, professionally produced, highly polished product (although there is a time and place for these types of videos, too!). The bar for production quality is actually relatively low. Have you seen Trevor Noah filming the Daily Show in a hooded sweatshirt from his living room?
Candid, unrefined, authentic video content is a great way to connect with your audience. After all, our lives are not precisely scripted and perfectly edited. Neither is our work, or the causes we’re fighting for. There is something about vulnerable, real, honest video content that we are drawn to. It allows us to connect, human-to-human, through a screen.
Here are five headache-free ways to start using more video on your social media starting right now — without the high production costs of hiring a professional.
Strategy #1: Create a video using Lumen5
One of our biggest pieces of advice with content creation is to get as much use out of each and every piece of content you create as possible. If you write a blog post, don’t just share it once as a link on social media. Take quotes out of it to use in infographics, share photos and excerpts from it as individual posts, and create a video out of it!
Lumen5 is our favorite free video-making tool. It’s designed to turn blog posts into videos by using stock photos and animated text across the screen. You can customize the music playing in the background, and with the paid versions, you can personalize it with your brand colors and fonts. In just a few minutes, you can have an engaging video ready to share, from content you already had!
Example: Our client, the BlinkNow Foundation, shares the story of a woman impacted by their programs. This video was made using Lumen5, based on this blog post.
Strategy #2: Take a “moving portrait”
Next time you’re sharing a quote from someone connected to your organization, try swapping out their photo with a “moving portrait.” Similar to a photo portrait, a moving portrait is just a short video of that person. The difference is that video can capture the personality, feelings, and emotions of that person better than a still photo can. They can capture candid moments and expressions that are not conveyed through posed photos. Short and sweet works best here — a 10-15 second clip is perfect. Bonus points if you add a little bit of background music! Bensound is a great resource for royalty-free music clips.
Example: The Adventure Project shares this video portrait of a child that their work has reached.
Strategy #3: Go Live!
Did you know that live video broadcasts receive 600% more engagement than regular posts? Hosting a Facebook or Instagram Live offers a unique opportunity to actively engage with your audience, in real time. They are a great chance to highlight an exciting announcement for your organization, answer questions from your followers, or host an interview with a staff member, industry thought leader, or inspirational figure. The draw of live streams is that they allow for instant interaction with your community; viewers can join the conversation as it unfolds, and they even have the chance to be acknowledged by you. This satisfies the deep human need for instant gratification. You have the power to make viewers feel seen, important, and connected to your cause.
Example: charity: water founder Scott Harrison goes live with the inspirational author and speaker, Simon Sinek.
Strategy #4: Create a video using still images or video clips
If you have strong written content (think testimonials, statistics about your impact, or quotes from the people you work with) and good photos, you have enough content to create a video! Or maybe you already have some B-roll footage or a few video clips filmed by a partner that your organization works with. Try making a video out of a slideshow of still images and/or short video clips using an app like InShot or Splice. It can be as simple as uploading your images and clips, adding a text overlay and some background music, and there you have it! You now can make a video in under an hour, using content you already have.
Example: Our client, Unite to Light, shares a testimonial from a recipient of their Chandler Charger.
P.S. If you are not adding subtitles to your videos, they are not getting watched. 85% of Facebook videos are watched on mute, and over 28 million American adults are hard of hearing. Adding open captions will make your content more accessible and increase your video reach. Download our free how-to guide with three methods for adding open captions to your videos.
Strategy #5: Make a tutorial or how-to video
There’s a reason why “how to” is one of the most searched terms on YouTube: we are always interested in learning something new. Consider filming a short video sharing your skills and expertise with others. If you sell a physical product, provide a demo on how to use it (a great fit for visual learners!). If your organization works in another country, consider asking a local staff member to share step-by-step instructions on how to cook a particular recipe from their region. What can you teach your audience that is valuable to them? When you share your skills and knowledge freely, you build loyal followers who will support your organization for a long time.
Example: This video from NOLS explains how to make cheesy breakfast bagels in the backcountry.
Take action now! Adding open captions makes your videos more accessible and successful online. Check out our free how-to guide on adding open captions to your videos.
Any questions about how to put these strategies into action for your organization? Let’s chat! We’re offering Free Office Hours to all nonprofits and purpose-driven orgs. Pick a time to sit down with our digital marketing experts for one hour, free of charge.
