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Why Every Nonprofit Needs to Create Video Content Right Now

When’s the last time you took a break from your work, grabbed your phone and scrolled through social media, stopping on the latest video of adorable puppies, kids, or something your eyes just can’t believe? It probably happens to you at least daily. But when’s the last time in your communications meetings at your organization you proposed doing a video instead of another form of communication? Probably not daily.

Here are just some of the facts behind the amazing explosion of video content in our world:

  • YouTube has over a billion users, almost one-third of total internet users.

  • 45% of people watch more than an hour of Facebook or YouTube videos a week.

  • More than 500 million hours of videos are watched on YouTube each day.

  • More video content is uploaded in 30 days than the major U.S. television networks have created in 30 years.

  • One-third of online activity is spent watching video.

  • An initial email with a video receives an increase click-through rate by 96%.

  • Viewers retain 95% of a message when they watch it in a video compared to 10% when reading it in text.

  • By 2019, internet video traffic will account for 80% of all consumer Internet traffic.

  • The average user spends 88% more time on a website with video.

Have I made my case yet? We need to start thinking in mobile, video and storytelling first, print brochures last. Do you remember a particular video that moved you to act or touched your heart? Even look at the news, when we see things on video it has triple the impact of just reading about the story. Video makes it real. Video connects us to human emotion. Even video without sound can be powerful!

But when I say video immediately nonprofits cringe and think about budget, branding, and will it be perfect? We’re so obsessed with protecting our images and brand we forget that sometimes the best video content can be raw and unpolished and that donors aren’t judging us on our camera angles! And video is not age specific! It works across all generations! 

Check out a recording of my webinar, Video Engagement that Won't Kill Your Staff or Budget where I share my best tips and tricks for creating videos that will make your donors swoon.




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