Video content continues to be one of the most engaging forms of storytelling both online and at in-person events. Whether the goal of your next video is to inspire, educate or fundraise, here are a few important tips to keep in mind before you say, “Action!”
1. Consider your purpose, objectives and audience
The most important first step in the video storytelling process is to understand who you’re trying to reach and what you want them to think, feel or do after they watch your video. Do you want the viewer to make a donation to your nonprofit? Are you hoping to educate someone on a specific topic? Increase brand awareness or create a behavior change? With clear goals in mind, you’ll be better positioned to make additional decisions like what style the video should be, who will be represented and what tone the video will have.
2. Decide who will tell the story
No matter if your video has on-camera interviews, voiceover or a combination of both, it’s important to think about who your storyteller will be. Individuals speaking in a video should feel somewhat comfortable with public speaking or being on camera and they should be passionate about the topic they’re discussing. It’s your job as the producer to help set every interviewee up for success. Coaching and practice can go a long way.
It’s also important to include diverse perspectives in your video and to ensure speakers are representative of your organization. You may decide to include someone in a leadership position for background knowledge. You may also want to feature a program recipient who has benefited from working with you. That way, you’re able to showcase different points of view. Just be mindful of the total number of speakers you decide to feature. Having too many voices can dilute your overall message. We always recommend about a minute per person on camera, so if you want a video that is a max of three minutes, try to limit your speakers to two or three people.
3. Think about visuals
Video storytelling is a medium that requires you to show, not just tell. You’ll want to think about opportunities that can help the audience visualize. For instance, if you are highlighting a nonprofit program, consider capturing footage of that program taking place in real time. This is often called b-roll.
In addition to gathering current b-roll with your video team, think about ways to capture your own video footage year-round to supplement whatever your video team is getting. When capturing your own photos and videos on a cell phone, be sure to shoot horizontally for a more seamless edit with footage captured by a videographer. And don’t forget about drone footage. Drone footage is a unique way to capture engaging visuals from above like geographic areas, landmarks and buildings.
4. Set clear expectations with your storytellers
Before your storytellers arrive on set, they should feel prepared and know what to expect. Plan to prep them with details about filming, what to wear and what questions they’ll be asked. It’s also important to be transparent about how your interviewee’s story will be used, especially when that individual may be sharing personal details or struggles. That means providing specifics like where the video will be shown or on what digital platforms, who you anticipate may watch the video and for approximately how long you intend to keep or show this footage. Remember to always give storytellers final say. Doing this helps to build trust with your interviewees and contributes to more equitable storytelling.
5. Maximize the impact of your video
Videos can be a big investment, especially for smaller nonprofit organizations. Get the most out of your video project by asking your videographer to edit different or shorter versions of the main video that can be shared on multiple platforms. You may show the full video for the first time at an in-person event but make sure you share it (or other shorter versions) again on your website, in an email or on social media to maximize the video’s reach.
In some cases, you can also ensure your video has a longer shelf life by keeping details evergreen. For instance, avoid referencing specific dates or impact numbers that may change quickly and could make the video feel outdated. You can also ask your videographer for the raw footage that was captured during filming in case you want to use it for a head start on your next video.
If you’re looking for an experienced storytelling team to support your next video project, we can help. Schedule time to learn more here.
Written by Kathryn Britton, Director of Operations & Special Projects at Barefoot PR.