Videos Tell Better Stories

November 21, 2014
Jim Scott Polsinelli, Vice President, Creative Services

Videos are one of the hottest, most effective and important ways to reach constituents, influence decision makers, and tell your story. Just think what the Ice Bucket Challenge did for ALS research. A smart video can turn a 12-page whitepaper into something unforgettable, change public perceptions, attract voters to your coalition, and increase contributions to your PAC.

Just consider these statistics:

• Facebook averages more than 1 billion video views each day
• Videos increase people’s understanding of your service or campaign by 74%
• YouTube is the number two search engine in the world

OK, you need to do more videos. But they’re hard and expensive, right? No! We do them all the time—effectively, creatively, and economically. In fact, we’re experts at creating a range of fun, informative, thought-provoking video content that grabs attention and sparks a dialogue.

Here are some tips for making a great video:

Be bold and engaging.
Nothing works better at getting viewers engaged than a powerful story.

Think visually, not verbally.
Sounds obvious, but don’t let your words get in the way of the story.

Be concise.
Short, tight videos force you to be disciplined in your messaging. For us, one to two minutes is the sweet spot.

Think bigger.
Instead of doing a 3-4 minute video, cut it up into 3 or 4 one-minute videos. You’ll get more mileage out of it that way. And you can focus on a single issue.

Promote it.
Your video isn’t going to go anywhere without a boost. Proactively push it out to your stakeholders and encourage them to share. Another way is to invest in a modest media spend on YouTube.

Want to learn more about how to take your storytelling to the next level with videos? Take a look at our reel.

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