Ten simple ways to finding an audience
You’ve made the video, now what? This guest blog by Dawn Newton gives you some great ideas on how to promote your charity video and get it seen by as many people as possible.
Often a huge amount of work is put into planning, filming and editing films and then once the project is complete creating a campaign to promote the film is left as an after thought, if you have a brilliant film it’s really worth taking some time and perhaps money to promote it and it’s worth planning this before you begin making the film.
Here are some proven ways to make sure your film is seen by as many people as possible.
1. Teaser and behind the scenes content
Take some shots of the filming in progress and begin sharing these on social media in real time letting your audience know that a new film is coming soon.
Example: The Fitzrovia Centre created a teaser image for their film with Griff Rhys Jones and used it share with followers on Facebook.
2. Start with YouTube
When you upload onto YouTube make sure you think carefully about the title of the film and the tags you use as these will be key to more people discovering your film. Titles that work well tap into popular subjects or current affairs that are controversial.
Try to think about what people may be searching for: so instead of ‘Bill’s Story’ title your film ‘cancer advice’ or ‘diet tips’
3. Upload to Facebook … and promote it
Uploading the film to your Facebook page can lead to thousands of views. Regularly post about the film on your Facebook page highlighting it to your fans and perhaps even asking them to share it. Paying to promote your film can be hugely cost effective and pay dividends in increased engagements such as donations or sign-ups.
Example: Dementia UK used paid promotion on their Admiral Nurses films and reached 120,000 viewers in the first few days of the campaign.
4. Tweet a short clip
You can now share a 30 second clip of a video on Twitter, this can be great if your video has great soundbites which can work standalone, and you can include a link to the full video. Read more about video on Twitter.
5. Feature soundbites and quotes
Pull out quotes from people in the film and create a visual image to share and accompany the link to the video.
Example: Tommy’s made Twitter cards featuring a short quote and a link to the film.
6. Link with campaigns and hashtags
If the video is part of a larger campaign ensure that the film is shared in context with relevant hashtags and share the film as often as possible, most films are still shareable for a year after they were made. Make sure you schedule posts about the film regularly across your social media.
7. Send out an email launching the video
If you have an email newsletter and use a system like Mailchimp you can embed the film and share with your partners and supporters, depending on your aims for the film you may wish to ask them to share the film out to their networks, a great way to make this easy is to include links to Twitter and Facebook posts that they can easily retweet or share with one click.
8. Create a press release specifically for the film
Consider sharing the new film with relevant journalists and publications who may find it interesting.
Successful examples of video placement in external articles:
9. Blog about the film
Create a thought piece either on your own blog or on a site like Huffington Post which helps bring context to the film, and if it links with a wider campaign perhaps explain more about it. If you don’t have a blog try and find somewhere to place the video on your website.
Example: Featuring a video on your website by embedding it – Dementia UK
10. Internal promotion
Ensure all staff and trustees receive links to the film and ask them to help by sharing it wherever possible.
Bonus idea: Paid promotion
Think about using your google grant to promote your videos and create some campaigns around this, you could also consider paying for adverts via google ad words. You can increase engagement on Facebook or Twitter by creating an advert. YouTube can feature your video (short version) as a pre-roll which shows before they watch their chosen film. Take a look at this YouTube Advertising article.
Guest Blogger: Dawn Newton
Dawn is a creative communications consultant with exceptional people
Having worked with lots of small charities, Dawn is passionate about enabling charities to create high impact communications with minimal resources.
Clients include: Media Trust, Calthorpe Project, The Volunteer Network, Petit Miracles, Small Charities Coalition, London Youth Games, Volunteer Centre Westminster, Nike, London Early Years Foundation, Healthy Planet, and Unltd.