Planning a video strategy
We’re thrilled that charities are using videos more and more to communicate with supporters, beneficiaries and employees. But we often see clients coming to us with brilliant video ideas without knowing where they fit into the rest of their organisation’s vision. One video might receive mass viewership or increase immediate donations but you also want your hard work to pay off long-term.
That’s why strategic video planning is so important.
What is a video strategy and why do I need it?
A video strategy is a structured long-term plan of creating and integrating your videos across your organisation. It helps you achieve sustainable brand success by: 1) Reflecting your aims, 2) Minimising risk and maximising return on investment by planning and budgeting, 3) Ensuring all employees are on the same page.
To help you get started, we’ve compiled a brief step-by-step guide to planning your own video strategy.
Step 1: Establish purpose
Remind yourself of your business aims and Mission Statement
A mission statement outlines your organisation’s reason for existing and the priorities it upholds. So, ask yourself what does your organisation want to achieve? This will guide your strategy and make sure your videos communicate the message that is truthful and useful to your brand.
Write a Video Strategy Statement
Focus on why you want to create videos as part of your long-term marketing goals.
You can start by filling in this Mad Libs, which will help focus your brainstorming and keep your ideas integrated with your business aims.
2. Research and Analyse – Know your audience
You need to know who your videos are trying to reach. Conduct market research to help or you can use these ‘audience personas’ form as a guide.
Look back at the content you’ve already put out. What type of videos have done well, and which haven’t? Who have the videos reached and through which channels? What are people’s responses to them? You can check all this with the help of social media analytics tools like Google Demographics for your website, or the Insights section on your Facebook page.
3. Touch base with the rest of the team
Define everyone’s expectations
Meet with other parts of your organisation to keep everyone engaged. Present your aims and expectations for the strategy. Hear what others have to say. This will minimise any difficulties for signing-off on your videos later down the line and ensure you’re all on the same page.
Determine budgets, timelines and partnerships
Discuss budgets and timeframes. Think about any upcoming campaigns, events or launches your organisation is planning. See if other departments or outside partners should be informed or involved in certain projects.
Get everyone to contribute! Listening to your co-workers and giving them a space where they feel heard will boost morale. It may also bring out some brilliant ideas and unexpected talent. And the more people there are who want to see videos be integrated across your organisation, the easier it will be to secure resources for their production.
Who, what, when?
Identify and allocate your resources. Assign people to specific jobs: who will be creating the content, who will publish it, who will track and evaluate it? Think of the tools you’ll need to do this: online planners, editing software or analytics tools. Create a Video Content Calendar and share it with your team, using e.g. Google Calendar. Keeping and updating the schedule, so that everyone is informed, is key.
Brainstorm some more
Get thinking about individual videos. Maybe you want one video to be targeted at your donors, while another for your employees. Look at what your competitors are putting out there, but don’t be afraid to find inspiration outside of your sector. Have a browse through Magneto’s portfolio to get started.
Determine your distribution channels
Think about where you want to publish your videos. Bear in mind that different channels reach different audiences and serve different purposes. For example, putting videos on YouTube, Facebook and LinkedIn will allow new clients to see your work. Twitter and Instagram on the other hand will connect you more intimately with your established audiences. So, think back to your goals and don’t be afraid to use multiple channels, as long as you know what you want to gain out of each.
5. Create, Publish and Evaluate
Now you’re ready to start creating and sharing your videos by following the strategy! Remember that once you’ve made and published each video, you should keep track of it. Listen to what people have to say and respond. If need be, adjust your strategy and keep the feedback in mind for your upcoming video projects.
This is just an outline and it’s already a lot to take in.
The good news is that by reading this blog and by thinking about a formal video strategy, you’re already taken a step in the right direction. So, keep going and watch out for alerts on our social media for more details on upcoming workshops. Alternatively, sign up to our mailing list and be the first to hear!