Among the silver linings of the ongoing disruption to our work lives these past two years (think: flexible work options and yoga pants as universal dress code), one particular pivot stands out—the increase in demand for online video content. And if you’re among those who have been wondering whether video content is the future, consider these eye-opening statistics as evidence that the future has arrived:
In 2020, 96% of consumers increased their online video consumption. (invideo)
78% of people watch online videos every week, and 55% view online videos every day. (Social Media Week)
An average person will spend 100 minutes per day watching online video in 2022. (Zenith Media)
In 2022, it’s estimated that 82% of all internet traffic will come from streaming videos and downloads. (Cisco)
Convinced yet? Video is here to stay, and nonprofits stand to benefit greatly from increased donor engagement — if we can seize the moment without overworking it.
We already know video is a powerful medium for emotional storytelling that can connect directly to the heart of our mission and to the impact of generosity. And as content creators and channels multiply, what’s required of us isn’t necessarily a budget-busting investment in video production, but a sound strategy that guides when, how, and with whom we use the medium to stand out from the noise.
When it comes to nonprofit storytelling, video gives us a chance to connect in ways that are raw, real, and timely — offering donors an opportunity to trade the glossy trifold brochures and way-too-long gala speeches for a genuine glimpse at the difference their giving makes. Think about it:
Video elicits an emotional response — even without sound. 92% of consumers watch videos with the sound off, yet video posts on social media get 48% more views than text.
Short and sweet is best. Videos less than two minutes receive the most engagement, with a significant drop-off in engagement after two minutes (an exception being long-form videos designed for lengthier engagement beyond six minutes).
57% of people who watch nonprofit videos go on to make a donation. (YouTube)
Ready for lights, camera, action? The good news is that you won't need a masterclass from Spielberg—getting started is as easy as turning on your smartphone. Join the DRG Group for an action-packed webinar on Feb. 8, as we dive into what it takes to design a winning strategy for digital content that fits your organization’s resources and provide tips you can implement right away to start delivering with your audiences.
