Making Video Part of Your Campaign Strategy Has Never Been Easier

Tuesday, August 4, 2020

By: Rebecca Jami, Chief Operating Officer

The thought of incorporating video into your advocacy organization’s outreach strategy might feel overwhelming. Especially, if your experience with video production included big budgets, labor intensive work like heavy editing, or the addition of voice-overs and graphics.

I’m here to tell you that it doesn’t need to be that hard. The perception of what a video needs to be has changed. Your supporters and followers aren’t expecting a cinematic masterpiece—instead they’re seeking authenticity, information, and not another email to read.

Below, are a few simple ways you can create campaign videos that are professional but not labor intensive.

Keep It Brief

The beauty of the vast digital landscape we’re living in is that brevity is not only appreciated, it’s expected. Don’t get overwhelmed by the idea of creating a script for a ten-minute video about your initiative, you don’t need it. Instead, expend that energy coming up with an eye- (and ear-) catching opening to a targeted 30-second to two-minute video. Don’t be afraid to be bold, but remember to get straight to the point. Short, power-packed videos are highly shareable content and make a great way to showcase your value, your cause, and your call to action.

Ask for Testimonials

Your organization has members or employees, and it’s a safe bet that those people believe in your work and are passionate about advancing it. Whenever you encounter someone who loves what you’re doing, ask them for a testimonial. It’s one thing for your audience to hear from your leaders about your initiatives; it’s a whole other thing to hear it from a fellow supporter. Production value is no concern here; in fact, video filmed on a smartphone or webcam adds authenticity.

You can also ask for testimonials from keynote speakers, members, advocates, and lawmakers who support your organization. In terms of prep, develop a set of talking points and create an opportunity to record in a quiet, staged setting—that’s all you need. Alternatively, you can ask folks to submit videos they record at home.

Bring the Cause to Your Followers

You’re likely already spending countless hours meeting with members or employees, organizing events, and moving throughout your organization. Make the most of those moments by asking members and employees to record while they participate using smartphones or action cameras. You can share the videos unedited or use free video editing software like Lightworks or HitFilm Express. This gives stakeholders, potential supporters, and followers context for the initiative and a one-of-a-kind immersive glimpse into your cause.

Record Your Work

Any successful group is full of smart and inspirational team members. Showcase these people behind the cause by recording a Zoom call or virtual meeting. Let your supporters see how each member of the group is heard, how the organization makes important decisions, and how it develops creative initiatives. This will bring your supporters into the fold and make them feel like they are truly a part of the team.

To reduce distractions and help your team appear cohesive, add a branded custom background to your Zoom or Teams meeting (access our FREE DOWNLOADABLE BACKGROUNDS here). Data shows that people want to see more video content from brands and organizations they support, and this is a simple honest way to give them that.

Turn a Seminar into a Webinar

If your organization frequently hosts amazing speakers, conferences, or seminars, record them and share them. To simplify the process, you can stream these events live as they happen. Not only does that mean no editing or post-production, but it also means your supporters far and wide can feel first-hand what it’s like to join in these amazing events. Increasing access to these opportunities for stakeholders and supporters regardless of geographical location can increase awareness and engagement. Don’t forget to share the recording after the fact to those who may not have had a chance to join the live broadcast.

We have no shortage of ideas, or experience, here at ACCESS when it comes to integrating video into your next campaign. We’d love to talk to you about how we can help you set your next campaign apart with video.

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For the fourth year in a row, ACCESS Marketing Services was recognized by Campaigns & Elections, picking up four Reed Awards, including Best Use of Programmatic Advertising, Best Radio Ad, and two for Best Mail Piece.



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