WHY YOU SHOULD INVEST IN VIDEO PRODUCTION
Let me tell you why I think video marketing is so important to your organization.
By 2020, 82% of the world’s consumer internet traffic will be video. This is an increase from 70% in 2015 (Cisco). Furthermore, in a study by ReelSEO, 73% of B2B marketers have stated that video has generated positive marketing results (Tubular Insights). Keep in mind that you're a B2B marketer when you're marketing to foundations and other private donors. Nonetheless, video production is still an afterthought for many nonprofit organizations.
There are a few reasons for this. First of all, I understand that it's hard to give up precious dollars that cost blood, sweat, and tears to attain. Secondly, you may not feel equipped with the knowledge of how video production can help you own and direct your organization’s story. Finally, for some, video production can seem overwhelming to those that don’t have much experience with the process.
It’s all okay. It makes sense that you wouldn't be attracted to something that you can't hold in your hands, or even see results immediately. Most video marketing campaigns will take six to nine months to reach peak performance. But we all know, based on our own internet consumption patterns, that video is king when it comes to digital communication. A picture is worth a thousand words and “a single minute of video is worth about 1.8 million words” (Forrester). You will need to wield it properly. This is especially true considering the high stakes of nonprofit fundraising in the age of state budget impasses and government funds slashing.
So it’s time to ditch the fear and let me fill you in on what I know. And what I don't know, we’ll just have to learn together. But let’s start talking about nonprofits as marketable businesses. You deserve a slice of the marketing pie.