Explaining to viewers why your business or non-profit exists is an excellent use of video. We’re talking about a brand video that explains the why behind your business.
Keep it short. Avoid the temptation to stuff too much information into the video.
Do not talk about everything you do. Save it for another video.
I watched a video about a non-profit that provided support to business start-ups. It included three client profiles along with a talking head administrator. I cannot remember much about it except one thing: the background in one interview featured an elevator. Seriously, that’s all I remember.
I’m not criticizing the creator of the video. Instead, I’m challenging the individual responsible for the video to take the time to understand how video works. Video is not sausage – you can’t stuff it with info and expect anyone to remember what it was about.
Use the brand video as an opportunity to explain visually and emotionally your mission.
GET TO THE CORE IDEA – BE CREATIVE
Step back and remember that the goal of a video is to reach an audience. If you hire a good producer, they will walk you through the process to ensure you define the audience and then work with you to identify the best way to reach it. As you develop ideas, you need someone with video experience to critique those ideas. Does it offer visual and emotional benefits? Can the idea be altered or changed to take advantage of a visual or emotional aspect?
Let’s say your non-profit is looking for volunteer board members, and you decide to produce a video as part of the campaign. The traditional approach may include a series of staff talking about their work. As they speak, we see video images that reinforce what they do. Perhaps the administrator speaks at the conclusion of the video with a call to action. It’s visual. It’s emotional. But something is missing.
A NEED FOR PASSION
Is there a current board member you feel serves the role with distinction and passion? Would they agree to be interviewed? Better yet, could you ask them to write a personal essay about their experience as a member of your board? Ask them to dig deep into their emotions about that experience. For example, if your organization changes lives, I know you have board members whose own lives have changed because of their service on your board.
The board member reads the essay on-camera, holding a piece of paper. They look up occasionally and pause to offer a reaction to what they’re reading. The video includes multiple angles. Music reinforces the mood. In the end, she finishes what she’s reading and looks into the camera.
REDUCED COST
I could see your organization saving thousands of dollars with this approach. A more traditional production would involve multiple locations and interview set-ups. Add a script, and you’re looking at a multi-thousand dollar video. Another essential question to ask relates to how long the video will serve your needs. How long will that multi-thousand-dollar video be of value? Buyer’s remorse sets in, and the idea of updating that expensive video makes you sick to your stomach.
Focus on passion and passion is the focus. That’s the best recipe I know for the creation of successful video content.