Here we are going to explore social media video marketing statistics – after all, numbers don’t lie.
Then, discuss how to apply these to effective use for non-profit organizations.
Video Marketing Statistics in General –
88 – 91% of marketers believe video to be an essential component of your marketing strategy.
What this translates to is that video is no longer an option – maybe we’ll do it, maybe we won’t. Video marketing has become an established baseline for serious digital marketing.
Video marketing has established itself as the #1 engagement tool. Use a smartphone or use a camera – the impact from a video can seriously outperform anything else.
Videos Go Viral –
Video marketing can generate well over 1000% more shares than everyday text and image marketing.
If you want your non-profit message to spread and generate awareness about events, campaigns and donation drives, utilize video.
Emotional triggers generate viral exposure. People don’t have to read, they just have to watch.
Do yourself a favor and generate short emotionally compelling videos with social captions.
Use captions to encourage engagement. Tagging someone who would love the content. Reach a goal by encouraging people to share the video.
Help People Remember Your Story –
In most cases, at least 95% of video messages are retained in the memory as opposed to 10% in text.
Think about it. What works for you? Watching and hearing a heartfelt 60 testimonial or reading a long winded newsletter?
Platforms You Can Use For Your Message –
TikTok
Instagram Reels
YouTube Video Long Form and Shorts
Facebook Videos
Video Viral Potential by Platform –
TikTok –
Perfect for youth focused campaigns, community driven work, emotional and inspirational content, behind the scenes clips, point of view storytelling, day in the life of clips.
Video Length for best results: 45 – 60 seconds.
Instagram Reels –
Usage of proper hashtags boosts visibility by 30 – 60% – discovery is driven by using the right hashtags and consistent posting. Perfect for visual storytelling, real authentic stories, milestones, quick educational factoids.
Add audio but keep in mind more than 90% of viewers scroll with their sound OFF. Use captions where possible.
Post 3 to 5 reels every week.
Video Length for best results: 45 – 60 seconds.
Facebook Videos –
Some essential facts:
- Videos that don’t require you to click off of Facebook to external links get ten times more reach.
- Live videos generate at minimum 5x more engagement.
- Video posts have a 55% interaction rate as opposed to everyday picture and text posts.
- Videos reposted from YouTube do not perform best. If at all possible, upload your video directly to Facebook.
- Keep in mind more than 90% of viewers scroll with their sound OFF. Use captions where possible.
Facebook is a perfect platform to appeal to donors over the age of 35. So, tailor your videos to community events, geographically local campaigns, live Q&A’s, town halls, event coverage, and sharing personal stories.
YouTube Long Form and YouTube Shorts –
Essential facts to keep in mind:
- YouTube is the #2 most visited site globally. Google is #1.
- Shorts views on YouTube tally up to 70 billion daily views. Yes, you read that right. That’s billion with a “B”.
YouTube is perfect for discovery for both shorts and long form videos. People go to YouTube to learn and be inspired, and cause based content performs especially well there.
Utilize shorts for quick updates. Use long form videos of no more than 6 minutes for impact content, transformational storytelling, and testimonials.
Donation links can be added to your channel content and to your video descriptions.
Video Length for best results when doing shorts: 45 – 60 seconds.
Takeaway No Matter What Platform(s) You Use –
If your message doesn’t hook your audience in at least 5 seconds, you’ve lost them.
Captions increase watch time by up to 40% since most people scroll and view with the sound off.
Emotion and feelings are more likely to be shared. If it doesn’t “move” your audience emotionally, chances of sharing are slim.
Focus your message on gratitude, hope and transformation.