This is just the tip of the iceberg as the surgance of video continues to climb. As Influencer and Best-Selling Author Joel Comm points out, “Instead of designing a graphic ad that’s likely to be ignored, you can create a simple video ad that people will actually watch and might even share.” And at the end of the day, that’s the point, creating something that viewers want to watch and spread across the web.
After you’ve honed in on your audience, focus in on where they spend the most time online. That is where you want to run your video content. For example, if your audience is on Facebook, you’ve got loads of helpful features to support your efforts and creative freedom. If your audience is largely on Instagram or YouTube, you’ll want to continue your analysis to see the style of video that works best on these highly visual platforms. 
Nonetheless, NGO video marketing faces many challenges, particularly limited resources. 45% of nonprofit communicators report that their workload is too heavy and 17% say it is “much too heavy.” The good news is that even with these limitations of manpower and budget, an effective NGO video marketing strategy is still possible. Just follow these seven tips to get started:

Email has a bit of a reputation for being old-school. Some people think it’s downright stodgy. But that idea is as outdated as “email is dead”. Email is very much alive, so much so that many social media gurus have launched coaching programs for how to use email marketing. It took them awhile, but they’ve come to realize email is one of the biggest drivers of ROI around.
If you’re a playful and peppy brand, animated video could be the footage that grabs your audience. Powtoon offers quality animated content that can add a new twist on your videos or showcase a brand in a playful way. If you’re looking for high-quality film footage that runs from hilarious to emotional, with a dabble of wow, the Promo video platform has a diverse offering to showcase any brand.
If you’re taking on the video creation yourself, use the right tools to help you create the best videos possible. I personally recommend Camtasia as a video editing tool. There are also tools like Animoto and Shakr which let you upload video clips into different professionally-made templates, often with background music and visual effects included. Biteable is also a simple video maker that allows anyone to easily create epic DIY videos using ready-made and customizable templates!
You have an assortment of products on your website. Make a video for each of them. Yes, I said it. EACH. OF. THEM. But that isn’t enough. All these products are categorized under different labels, right? Make a video for each category. No, I am not kidding. If you’re looking for a tool to help you make videos at scale, give Rocketium a try. We have APIs to automate your video creation.
Words spoken with clarity and professionalism will always come out better in a corporate video than an amateur speaker, whose lack of experience speaking on the camera is obvious. With this in mind, it might be a good idea to have an employee that is experienced on speaking in front of the camera record for the video, or even think about calling in a professional.
Businesses that start with a large audience are more likely to reach viral content fame organically (without paid tactics) because their audience propels their content forward. Businesses that are starting with a smaller audience may want to invest in paid promotion methods to ensure that their content reaches the most people possible to help it spread quickly.
For example, Mailjet’s integration with Viwom allows you to embed videos in your email campaigns that will automatically detect the device, operating system, and email client where the email is opened from and deliver the best option to each one. On some clients, the video won’t load but at least you can ensure something is delivered in its place – like a GIF or an image.
Viral content reaches people in different ways, depending on the platform they are using. YouTube users, for example, can browse trending videos. According to YouTube Help, YouTube evaluates signals such as the video’s view count, rate of growth in views, where the views originate from (i.e., YouTube search results vs. an embedded video in a blog post), and when the video was published.
Patagonia’s video above also demonstrates the importance of setting up your video. Don’t just throw a video into your email without any explanation. You’ve got to let your subscribers know why they should watch the video and what it’s all about. If they know exactly what they’re getting, they’ll be more likely to watch. So, set up your video in the email. 

Pam Neely has been marketing online for 15 years. She's a serial entrepreneur and an avid email and content marketing enthusiast with a background in publishing and journalism, including a New York Press Award. Her book "50 Ways to Build Your Email Marketing List" is available on Amazon.com. Pam holds a Master's Degree in Direct and Interactive Marketing from New York University. Follow her on Twitter @pamellaneely.

Viral Tip: For the best chance at success, try to limit yourself to things that people can't see from anyone else. For example, being able to dunk on a regulation hoop is pretty amazing, but it's something people anyone who watches basketball has seen before. Being able to dunk over a friend's head, on the other hand, is a lot rarer and more impressive.
One of the greatest benefits of creating videos — aside from the fact that people love to watch them — is how they can continue to work for you long after they’re created.  They can give a boost with SEO, they can help with your email marketing efforts, they can keep building brand awareness and sending customers back to your online store a long time after they’re published.

.GIFs are effective for images with simple graphics, limited colors, text images (like logos), etc. .GIFs usually are limited to 256 colors. But, it supports animation, so it is good for email design. Also, these files can be compressed into a smaller file size. Animated .GIFs do not support animation the way Flash files do, but allow you to add movement without much programming or coding. You can use jQuery to generate animated effects.
Did you know that 65% of your audience are visual learners? One of the most powerful methods you can use for video marketing is to educate your audience. And the great thing is that education comes in many forms. For example, you can teach your customers how to use your product or service and provide useful tips on how to make the most of it. Or you can create a webinar to showcase your industry knowledge, position your brand as a thought leader, add value to your consumers’ lives and collect leads in the process.

If you want to make your animated gifs even smaller, run the individual frames through a tool like Jpegmini. If you use a minimizer like that first (in addition to saving for web in Photoshop, too, of course) it’s often possible to cut the size of an animated gifs down to one third of its original size. That can make the difference between having animated gifs be a viable or unrealistic technique.

Does this video take the 90’s tech vibe too far? Maybe – but it also does a great job at clearly explaining all the benefits to the razor in comparison to anything else on the market. Consumers comparison shop now more than ever. And, for products typically bought in-store, like Razors, it essential to have a video that shows consumers all the things they’d look for when purchasing in person.


Each video is reduced to the most basic steps of the process and sped up in post production so it only lasts for 30 seconds. The beauty of these little social video snippets is that they quickly solve a pain point for users. Vegan but want to enjoy a smoothie? Check out how to create vegan cherry garcia acai smoothies or what about some non-dairy caramel almond brittle tarts for the lactose intolerant in the audience?

Well, quite simply, it's a video that becomes popular without having any traditional advertising to support it. Viral videos are passed around via email, Internet sites, and cell phones. In effect, the general public becomes the driver of the video's immense popularity. However, in recent times, videos have gone viral after driving views by traditional methods. Basically, an ad buy starts the wave (much like priming the motor on a lawn mower) and then the public bites, and it takes off. There is nothing wrong with this way of doing things, but to be fair, it's not a purely viral video.
In fact, Buffer found that 83% of marketers said that they’d create more video if things like time, resources and budget were no longer an issue.  Limitations in these areas can be enough to keep us from moving forward. But fortunately, video marketing is becoming more and more accessible with video making platforms, like Promo.com, that address the need by saving both time and money, while providing professional-looking videos.

Never underestimate the power of transparency and and relatability. And, know your audience! This video nails both, with the founder giving a personal story behind why he started the company, and speaking directly to people to like him, or parents of kids like he used to be. This video pulls heavily on the nostalgic heartstrings – and reminds how technology is truly changing the world for the better.
Numa Numa Dance: Gary Brolsma, the young man doing the Numa Numa dance in his chair, publicly stated he was rather embarrassed when his video went viral - which prompted even more views. Brolsma's video received coverage from Good Morning America, The Tonight Show, and VH1's Best Week Ever, with the Numa Numa Dance video being listed as number 1 on VH1s Top 40 Internet Superstars. Most of us have sung into hairbrushes, invisible mikes, and sang off key to our favorite songs, or made videos of ourselves never meant to be aired. We feel uncomfortable spying on Gary Brolsma but somehow that makes us feel like sharing it with others even more.

They are short: Aim to make a video topping out at 30 seconds — especially for the sake of sharing on social media. Yes, it’s hard to distill a message down to half a minute, but the best product videos make it look like a cinch. Some of the videos below go over this threshold, but pay attention to what’s happening in the video as to why. Some audience segments will be OK with extra video length if you’re pulling on other emotional strings.

More than one small business owner who appeared on Oprah met with overwhelming and instant success. But this is not always a good thing. Some business owners reported that their websites went down due to high traffic, others said they could not keep up with phone calls and the demand for their products. Oprah is not to blame. These business owners were simply not prepared for the successful outcome of publicity that they sought. 

Studies show that when viewing videos on social media, a viewer commonly first reads text within a video and then immediately bounces to the caption, often even before the video has run to completion. The caption on a video for social media can make or break a post. If posting on Facebook, the platform recommends choosing a descriptive title for your video that will make it easily searchable.
Along with all this talk of keeping videos short for  the viewer, it’s also true shorter content is a better format for most social platforms. As Forbes notes, short, concise content triumphs over longer forms of content, particularly on social media channels. Video marketers should consider using micro-video apps, which shorten videos to less than 10 seconds, so they’re ideal of sharing on the likes of Instagram and Twitter.
In 2013, Oreo jumped on the infamous moment when a power outage caused lights to go out during the Superbowl. In the 34th minute the Superdome experienced a slight blackout which Oreo’s social media team quickly jumped on. Posting a solitary Oreo on a black background with text reading “You can still dunk in the dark” on Twitter and Facebook, it quickly received over 10,000 retweets on Twitter and more than 20,000 likes on Facebook.
Many marketing and research companies have come to the same conclusion – embedded video can drastically improve the impact of your email marketing efforts, and showing the most engagement are B2B and B2C audiences. This doesn’t mean you should take the subject lightly ’cause adding videos to emails you’re already sending simply won’t give you the results you’re looking for. If you want to use video effectively you have to rethink your whole email marketing campaign.

Text: It’s all about a hook. Successful video marketing is held in the balance on the first 3 seconds of every video ad. Write a piece of copy that makes someone say “tell me more”. Too many ideas will be the death of any content item so no need to overload yourself. Micro-copy is the way to go. If you’re feeling a bit stuck, a question hitting on the needs of your target audience is a great way to begin.


Businesses that start with a large audience are more likely to reach viral content fame organically (without paid tactics) because their audience propels their content forward. Businesses that are starting with a smaller audience may want to invest in paid promotion methods to ensure that their content reaches the most people possible to help it spread quickly.


This is just the tip of the iceberg as the surgance of video continues to climb. As Influencer and Best-Selling Author Joel Comm points out, “Instead of designing a graphic ad that’s likely to be ignored, you can create a simple video ad that people will actually watch and might even share.” And at the end of the day, that’s the point, creating something that viewers want to watch and spread across the web.

The buyer persona will also determine your brand’s tone, which is very important when recording your videos. Will you be fun and entertaining, or does your ideal buyer prefer a serious, more professional approach? Ultimately, nothing is set in stone, and you’ll be able to adapt the message and tone in your video marketing strategy as you start publishing.
Promotional videos can foster trust as well. Some consumers are still skeptical about buying products and services on the internet because they fear fraud and cheating. But effective marketing videos present your products in a conversational form. That creates a sense of individual approach which is why 57% of consumers say that videos gave them more confidence to purchase online.
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