Social media and video: A how-to guide
Social media platforms like Facebook, Twitter, and Instagram can be incredibly useful tools for marketing your nonprofit both inside and outside your existing network of supporters, participants, and alumni.
When you want to generate initial awareness, social media is a great way to connect with large swathes of people who wouldn’t otherwise hear about you.
On the other hand, if you want to invest in maintaining these relationships over the long term, it’s one of the easiest ways to put out regular content where you know your followers will see it.
Over the years, I’ve talked repeatedly about the various videos that can help you achieve these goals. I’ve made the case for the different types of films you should invest in and why, but I haven’t yet explained how to implement them in practice.
So, if you’re ready to start acting on some of that advice, this is the post for you.
What is the process for marketing your nonprofit on social media with video?
Know your platform
There are many different platforms, and while you can post to all of them in theory, I suggest being a little more strategic with where you direct your energy.
Consider who uses the sites where the video will appear. If you’re running an awareness campaign for a younger demographic, you might try to become a hit on Instagram. If you want to reach out to adults, on the other hand, you’ll probably find them on Facebook.
Do some research on best practices for each platform. How do their algorithms treat video? This might be something to take into account when you decide when and what to post. Is there a maximum length? Will your video start playing automatically when someone scrolls past?
In that case, you’ll want to make sure the first few seconds are striking enough to attract attention before site users have moved onto the next post.
The more you know about the platform, the better you can design your video for success.
Have a goal
When someone finishes watching one of your videos, you’ll ideally have made them feel something positive or profound. What action do you want them to take while they’re on this high?
If this is their first interaction with you, it’s probably something small, like just getting them to click through to your website. If they’ve been part of the family for a while, in contrast, you might be just be checking in to make sure they’re still thinking about you, or you might be asking them to get involved in an upcoming event.
Either way, make sure to frame your video with copy that will reinforce the idea you want to leave them with and make it as easy as possible to take the next step.
Be patient and persistent
Social media tends to play into the long game rather than producing immediate results. If you’re running ads to generate new leads, for example, a single viewing won’t achieve what you need.
After all, as we go about our daily lives, we’re constantly tuning out conversations and images that we don’t perceive as being any of our business. It takes time for the unfamiliar and seemingly irrelevant to penetrate this protective disregard.
While you can just continue to repost and share, I’d highly recommend using paid ads to ensure that you gain abundant exposure as quickly as possible. If you’re able to garner a lot of attention in a short amount of time, this energy has the capacity to snowball and gather a momentum of its own.
Similarly, if you’re trying to keep the excitement up for existing donors, don’t be afraid to post frequently. I’m not saying you need to send out videos every day, not by a long shot; but aside from including video when you can, it’s still important to make yourself a regular, enjoyable part of your supporters’ social media diet.
Track and Adjust
Once they’re out there, it’s important to track how people are interacting with your videos. You can map out the success of a video at every step:
Is it getting views? If so, you’re doing great. If not, there could be a few things holding it up. In the best-case scenario, it may not be getting in front of enough people, or the copy that frames it isn’t very exciting. You may want to punch it up or pursue a more aggressive posting or paid-ad strategy. On the other hand, the problem may be more serious; maybe the first few seconds of the video aren’t very compelling. Fixing this will require a bit more effort.
Is it getting comments, likes, and shares? If you’re seeing minimal engagement in spite of getting a lot of views, there may be a problem with your audience targeting. It’s possible that your video is being seen by fake accounts rather than real people, or that you’re attracting viewers who like watching videos in general rather than those likely to develop a particular interest in you. You may need to switch up where and how you’re pushing the video.
Is it moving people onto your website or landing page? If so, that’s awesome. If not, there may be a problem with the copy framing the video or the call to action. Reach out to some of your donors to see if you can get any soft data on how the video is being perceived. If you hear the same criticisms a few times, that can offer you some guidance for how to tweak and correct the situation.
Are people taking the next step when they click through to your website or landing page? If there’s a problem at that stage, your social media isn’t at fault. The video already did its job by just bringing people over. Look into improving your website layout or copy to find out how you can guide site visitors to have a more productive experience after they arrive.
This is a lot to keep straight, but once you get a system in place, the rewards are worth it.
Are you ready to take advantage of the advantages of social media? Still have some questions?
