How to get your charity to succeed in a video first world

How to get your charity to succeed in a video first world

How to get your charity to succeed in a video first world

We are fast moving into a “video first” world.

Not only is video ubiquitous, but the sheer variety of video tools and resources is staggering. Smart phones have given us the unrivalled capacity to shoot and edit video ourselves. The use of live video on social media is predicted to reach 13% of online traffic in the next two years. Then there is the increased use of video training resources and not just video for marketing, with the exponential growth of ‘How to’ videos in recent years.

Globally 500 million hours of video is watched on YouTube every day, and 500 million hours of video on Facebook. All the benchmarks point to video being a crucial part of online marketing.

One thing is clear for 2018 – you no longer need a video

The “video first” world is forcing us to reset our thinking and to incorporate video into our digital, marketing, and training, strategy at every level. Having a video no longer cuts it. You need to be using video across the board and particularly as a comms tool.

The days are gone when you could park a video on your website and wait for viewers to come along. Social media channels have opened up the potential to engage audiences with video in creative ways.

Not only that but if you use videos to promote your charity, organisation or business you are competing with a volume of online video content that makes it extremely difficult to stand out.

How can you better engage your audience using video in 2018?

 

1. Create segmented videos

One thing that we have worked on in 2017 that will feature in 2018 is making promotional videos that are segmented. We have created one main video for charities and then several shorter versions and cuts that can be used on various social media channels. These segmented videos are aimed at specific audiences.

Take this approach and you will have a suite of video resources to use for a campaign with a smart approach to engaging layered audiences.

 

2. Choose a definite purpose

Clarity on this is essential. Why do you want to use video? What videos do you need? Don’t try to do everything in one video. Are you looking to educate, to explain, to inspire, to raise funds, to raise awareness, to sell?

The more focused you are the easier it will be to measure impact and results.

 

3. Devise a workable strategy

Set your objectives and KPIs. Your video is a media tool to help you achieve these. Decide on them at the start and create videos that will fulfil your aims.

As part of that plan give time and space to work out how you will distribute your videos.

 

4. Tell compelling stories and send clear messages

Why should anyone watch your videos? What do you have to say? Why should anyone listen?

Explain, defend, prove, illustrate, inspire, show, demonstrate…and move people to action.

People are used to seeing problems from a certain angle, and they are used to seeing the same images. Do something different.

Offer something that people will want to share.

 

5. Above all be creative

You don’t have to be original, but you do have to be creative. A lack of creativity will likely mean that you will simple blend in with the background. But use that creativity to accomplish your goals and aims.

Want new articles before they get published?

Subscribe to our Awesome Newsletter.

Finding the Plot

Online video is in demand. Facebook has been increasingly pushing the use of video within users’ news feeds.

Specialists in charity marketing and PR

We help charities with their PR, branding, and marketing. We understand the third sector and can make a difference with branding, design, video, campaigns, and media training.

Writing: Pure and Simple

Lessons from a senior editor to a junior writer in how to write pure and simple – it’s not just about technical skills, it is also about attitude, focus, and humility.

Video and social media marketing trends

The use of video continues to grow, making it a key part of any marketing and PR strategy. Here are some important stats on video, and pointers on using it to grow your business.

The core values that shape Luminous Media

The core values that shape Luminous Media

The core values that shape Luminous Media

Starting a business is an act of creation.

But what kind of business do you want to be? What values will you live, operate, market, and trade by?

If you own the business you control, shape, and mould the core values of the company.

At Luminous Media we wanted to bring our market in line with our social vision. That is why we are working with charities, social enterprises, and ethical businesses. That is why we have become a social enterprise.

We recently sat down and reflected on our values. Here they are in an economy of words.

As you read the screen you are looking down the microscope at the structure of our business DNA.

In the fewest words possible here is the essential set of values that govern our work and relationships.

Want new articles before they get published?

Subscribe to our Awesome Newsletter.

Finding the Plot

Online video is in demand. Facebook has been increasingly pushing the use of video within users’ news feeds.

Specialists in charity marketing and PR

We help charities with their PR, branding, and marketing. We understand the third sector and can make a difference with branding, design, video, campaigns, and media training.

Writing: Pure and Simple

Lessons from a senior editor to a junior writer in how to write pure and simple – it’s not just about technical skills, it is also about attitude, focus, and humility.

Video and social media marketing trends

The use of video continues to grow, making it a key part of any marketing and PR strategy. Here are some important stats on video, and pointers on using it to grow your business.

13th July – Media skills training day for charities

13th July – Media skills training day for charities

Media skills training day for charities and social enterprises

Appearing on television is flattery and fear in equal measure, yet it looks so simple when you see it every night. Smile, sound confident, state your case, and answer the questions. In reality though, when you’re in front of a camera, or an unfamiliar television studio it all becomes that little bit harder.

Date:

Thursday 13th July

Time:

9.30 – 4.30

Venue:

BulliesOut, Ground Floor, 2 Neptune Court,
Vanguard Way, Cardiff CF24 5PJ

Description

Our media training workshops are for 8-10 people per day (maximum). The training is for TV & radio interviews, and includes filming two interviews with each delegate, with the interviews being played back and constructive feedback given.

The sessions are very hands on and intensive, but done in a safe, encouraging, and positive setting.

The training content looks at:

  • How to answer questions
  • How to deliver key messages
  • How to appear on camera

We go through the ‘how’ (or theory) part in detail and then get delegates in front of the camera.

We will work with you to prepare your story for interview, and you will learn techniques so that you, and your message, come across as well as possible.

Lights, Camera, Action

Once we have delivered the theory of how to give a good interview on camera, and looked at some examples (good, bad, and ugly) we recreate the setting for a media appearance.

Feedback from previous workshops

 

The Luminous media training was brilliant, Martin was a great trainer and made everyone feel comfortable and the staff who took part feel that it has given them a lot more confidence to do media interviews.

Beth Mahoney

Marketing and Communications Manager, Gofal

Martin, from Luminous Media, has been incredibly supportive with our training for our Young Adult Carer Council. He tailored the media training specifically for our young people, who found him engaging and interesting. We would certainly use his services in the future.

Elizabeth Taylor

Education Officer, Carers Trust Wales

Parking
There are limited parking spaces available outside the venue in parking bays as well as roadside parking.

Refreshments
Tea and coffee will be available throughout the day. Lunch can be bought at various food outlets near the venue.

Workshop cost
The workshop cost is £179. Payment is required in full when booking to confirm your place.

Cancellation policy
If cancellation occurs before 1st July 75% refund will be given. However, if cancellation occurs after 1st July a 50% refund will be given.

Book workshop

12 + 9 =

Finding the Plot

Finding the Plot

Finding the Plot

Online video is in demand. Facebook has been increasingly pushing the use of video within users’ news feeds. Ally that with the fact that people skim read on the internet and it soon becomes clear that if you want to engage with your online audience you need to use video.

4 Pivotal Questions for promotional videos

If you are planning to use video there are some big issues to think through. A good place to start is with four pivotal questions. These questions are so foundational I want to raise them before we get to the substance of this post:

1.       Who is your audience?

2.       What is your message?

3.       What do you want them to feel?

4.       What do you want them to do?

Whether you are trying to attract the right customers, raise funds, recruit new talent, or educate, you need to think yourself clear on why you want a video and what it is intended to achieve.

The deep levels of storytelling

Once you have clarified the audience, purpose, and message of your video you should hold back from doing the obvious – creating a sales pitch (Lights! Camera! Sales pitch!).

If you are creating a promotional video, you need to pause to consider some intrinsic elements of human nature and behaviour. If you want to move people the best way to do it is by crafting a compelling, watchable, story.

Finding the plot

What story do you want to tell?

It is a fact that, once you remove the outward trappings, storytellers keep telling the same kinds of tales over and over again.

In 2004, Christopher Booker wrote a large volume entitled The Seven Basic Plots, which he had worked on for 34 years. He wrote out of a conviction that every story was a retelling of one of seven fundamental storylines:

1.       Overcoming the monster

2.       Rags to riches

3.       The Quest

4.       Voyage and return

5.       Comedy

6.       Tragedy

7.       Rebirth

It’s pretty easy to recognise the telling and retelling of all of these basic plots in familiar books and films. Ancient to modern, and across all cultures, the same seven basic plots appear.

Don’t lose the plot

If you bypass this deeply buried desire to tell stories from the kind of video that you are looking to create you are more than missing an opportunity. You will create something that is stripped of appeal – and something that will fail to move people to action.

Listening to your story

One of the things that we work hard on at Luminous Media is listening. We need to understand our clients. We want to dig deep into the character and personality of your organisation or business to be able to tell your story.

If we are constructing a video we get beneath the surface and draw out the valuable emotional, storied, elements of your people, history, and message.

We are ready to start a conversation with you and to find the right plot to communicate your message.

Want new articles before they get published?

Subscribe to our Awesome Newsletter.

Finding the Plot

Online video is in demand. Facebook has been increasingly pushing the use of video within users’ news feeds.

Specialists in charity marketing and PR

We help charities with their PR, branding, and marketing. We understand the third sector and can make a difference with branding, design, video, campaigns, and media training.

Luminous Media makes the start-ups list

Luminous Media makes the start-ups list

Luminous Media makes the start-ups to watch in 2017 list

Wales Online and the Western Mail recently ran a feature on the 35 Welsh start-ups to watch in 2017. Much to our surprise Luminous Media came in at No. 21 on the list.

The line-up was composed of “companies pushing the boundaries of creativity and innovation” who pay “testimony to the extraordinary capacity for innovation that can be seen in towns, cities and countryside across our land.”

The start-up scene in Wales is vibrant, and it is a real honour for us to have our work recognised in this way. However, the stuff that makes our hearts swell with pride is when we get to work on projects like the one below…

New logo for an all Wales charity

In other news we are delighted to see the new logo and branding for Sight Cymru being rolled out. We began the branding project in January with the Investigation and Research phases. The brief from Sight Cymru was to produce a simple design suitable for those with vision impairment as well as the healthy sighted, and with a preference for using black and yellow to assist those with sight problems.

As well as the new logo we designed several new branding elements including new banners, email signatures, business cards, leaflets, letterheads, social media graphics, and a new design for the quarterly newsletter.

We settled on three designs, and there was a clear preference among the senior management, trustees, and staff for the heart shaped pupil connected to the rest of the eye. By meeting several times with Sight Cymru we could see that loving those with sight loss really lay at the heart of who they are and what they do.

Sight Cymru CEO Sharon Beckett commented that, “Sight loss inevitably makes visual work a challenge, but you rose to it. Thank you so much. The talent that you guys have is phenomenal.”

Sharon added, “The staff, volunteers, trustees, and most importantly the service users at Sight Cymru want to let you know how pleased we are with our new logo and branding. We had complete consensus on the new logo.”

You can read our case study for this project here

BizNetFlix

With our video service increasingly in demand we recently filmed BizNet, the longest running business networking group in Wales. As well as filming at a lunch event we interviewed the director, Kaye Harris-John, and several members about how BizNet has helped them to grow their businesses.

 

Want new articles before they get published?

Subscribe to our Awesome Newsletter.