Monthly Archives

November 2018

Hero, Hub & Help – Charity

A Video Marketing Strategy Guide for Charities

There’s a lot that goes into making a video. And while it’s great to get practice and play around with your creative side, don’t forget that your videos should have a well thought out content plan behind them.

In this blog we’re going to show you how to create a video marketing strategy that’s effective at attracting an audience but also making sure they stick around.

Enter, the hero hub and help (or hygiene) model.

(image source)

The Three H’s

In the current digital world where we put out so much media every day, it pays to organise this content in a way that’s easy to navigate and works strategically to your benefit.

The hero hub help model was designed by Google and YouTube publishers, so you know it’s worth its salt! It works by dividing up your digital content into three categories, each with a specific purpose.

It’s particularly useful if you’re finding yourself overwhelmed by the demands of making video content. The strategy helps you to focus your content and makes the process of producing content that bit more manageable.

Before we get into the model, make sure you have a place to store all your videos so it’s easy for people to find and browse. YouTube and Vimeo are good places to do this.

Hero Content

Hero content is the big guns. It’s shareable video that will boost your visibility on social and allow you to reach a wider, brand new audience.

Think of it like the wow factor. This is what will grab people in and get them paying attention. Hero content could be a viral video, an advert or an endorsement from a famous face. It could also be video used for a big fundraising event or something you plan to promote on social media.

It’s good to keep hero content to a minimum and (of course depending on your budget) something like this a few times a year is what you should be aiming for.

We recently made this moving hero film for Haven House Children’s Hospice. The film was screened at a fundraising event and raised over 100k on the night.

Hub Content

This is the regular, consistent stuff that increases engagement and keeps people coming back. It’s also where people can find out more about what you do.

Hub is different to hero in that it tends to have more longevity and not be as time consuming or costly to produce. It’s also where you can build and reinforce your brand’s identity. Think about what it is that you do and what it is that people would want to know, see and share. That’s the kind of content you should be focusing on making.

Great hub content includes Samaritans’ Wednesday Wisdom that goes out every week and the RSPCA inspector diaries, another regular series.

Help (Hygiene) Content

Last but not least, your help content is where you want to focus on what your core audience is interested in and give them videos they can take something from.

Probably the most popular example of this is how to videos. People will always need to know how to do things, make things and deal with things. And as we know, YouTube is the second most popular search engine to Google so make use of this!

Earlier this year we worked with Dementia UK to produce a series of short films all about coping when you’re caring for someone with dementia. These videos sit in an advice section on their website, providing focused and valuable advice for their core audience.

The Payoff

Now you’ve established an audience with your hero content, kept them interested with your hub content and given them invaluable advice with your help content, people will be ready and waiting for the next big hero piece you release.

Hopefully this has been useful to you and if you’re interested in learning more there’s great explainer videos on YouTube to give you more information.

We regularly publish helpful blogs and reviews of new films

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imogen gower magneto producerImogen Gower in an Assistant Producer at Magneto Films. She recently graduated from King’s College London with a degree in English Language & Linguistics. Imogen has joined the team at Magneto and is training in film production.

Magneto Films is an award winning production company that specialises in working with brands, technology and the charity and public sectors. More about Magneto Films

 email us!

Latest Trends in Charity Film

What's new in charity film?

Here are the latest trends in charity film. We’ve got some great examples to share with you from the Dogs Trust, Time to Change, Anthony Nolan and Mind.

1. Being indirect

Making direct, strong call to actions can work well but it can also have the opposite effect and turn people away. Instead you can let people know who you are and what you do in a way that’s less forceful and more thought provoking.

You can see this in action in following film we made for the Dogs Trust and a mental health campaign for Time To Change.

Dogs Trust – Lost Dog Campaign

Time to Change – #AskTwice

It’s not immediately obvious what these films are about or who they’re for but they get your attention because, well, they’re ridiculous. Why is a man in a dog costume wandering the streets of London? Why is someone trapped under a tree and why does his friend not even notice? Be silly and leave people wondering ‘but, why?!’ 

Being indirect also helps us to talk about stuff that isn’t always easy to talk about, like mental health.

2. Authenticity

Another trend making the rounds is authentic content. It sounds obvious but being authentic is really important when it comes to getting people interested in your charity. It also helps with building trust. This could be a case study film or user-generated content.

Mind – One Health

We recently made this film for Mind and the reaction to it has been great. We give you a glimpse behind the scenes and leave in the unscripted quips and outtakes. It brings humanity to a film and instantly makes the subjects more likeable and relatable.

Being authentic also means that not everything has to be scripted. Sometimes lines that you didn’t plan for can be more powerful so don’t be afraid to include these in the final edit.

Anthony Nolan – Jo Kelly

Another great way to be authentic is through user-generated content. Jo shares the story of her stem cell donation using home footage from her phone.

Don’t worry if the footage isn’t high quality, it’s about the quality of content. The video is engaging because Jo is charismatic and comfortable in front of the camera. It’s also cost effective, if you don’t have a huge budget you can produce content easily and at a low cost.

3. Be bold, be visual

When you’re scrolling through social media a video has on average 3 seconds (or the time it takes to pick up a dropped biscuit while it’s still good) to get your attention. Which means it’s got to start with a bang.

When we made this film for Anthony Nolan we wanted something fast-paced and snappy that instantly got your attention. There’s a lot of benefits to using bold on-screen text, it catches the eye and lets you pull out key messages/statistics you want to stand out.

We regularly publish helpful blogs and reviews of new films

sign up and stay inspired!

imogen gower magneto producerImogen Gower in an Assistant Producer at Magneto Films. She recently graduated from King’s College London with a degree in English Language & Linguistics. Imogen has joined the team at Magneto and is training in film production.

Magneto Films is an award winning production company that specialises in working with brands, technology and the charity and public sectors. More about Magneto Films

 email us!