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Immerse People in Your Brand Story Using Video

Corey Jones

Creative Director, Forum One

Joey Tackett

Managing Director, Branding, Forum One

By 2022, a predicted 82% of all internet traffic will be the consumption of video content. How can your mission use video to create meaningful, positive change?

There’s a reason film and on-demand shows are such massive industry. People love being immersed in a storytelling experience. Music, visuals, voice and motion work together to create an immersive experience that moves people to think and to act. Stories are the most effective way to communicate complex information and create calls to action that resonate on an emotional level.

You can immerse people in your story the same way using video, leading to dramatic improvements in engagement.

Why video? Because your audiences are consuming lots of video online.

Video moves people to give

Immersive storytelling through video and animation is a highly-effective strategy for nonprofits. 64% of donors use online video sharing sites like YouTube to research nonprofits and 57% of donors make a donation after watching a video, according to Hubspot Marketing Trends in 2018.

Video encourages people to take action

Video can increase your conversion rate by 80%, according to Hubspot Trends. Including a short brand storytelling video on your landing pages immerse people into your story and promote action.

Video improves email click rates

According to the same Hubspot Trends report, adding video to your email increases click through rate by 200-300%.

There are two easy ways to do this:

  • Add a short “video” in the form of an animated GIF
  • Add a static image that is a video screenshot with a play button

Video gets attention on social media in big ways

45% of people watch more than an hour of Facebook or YouTube videos a week, according to Hubspot Trends. Our approach to developing brand storytelling and engagements videos is to create a full-length version for use on your website or at events, and creating social media shorts using the full-length video. This creates maximum impact and builds a branded experience across all your channels.

Nonprofit videos in action

Here are a few examples of how video can support and strengthen your nonprofit mission’s goals.

Telling NCSD’s brand story through live action

We created a brand storytelling video for the National Coalition of STD Directors (NCSD) to make it possible for people to understand the work their team is doing in communities. We first worked with NCSD to conceptualize the story, by identifying the narrative and key points. The winning idea was to use a documentary-style approach to follow Herman Jones, a Disease Intervention Specialist, as he does work in the community.

Presenting the problem and solution for Global Book Alliance using animation

Global Book Alliance‘s mission is to achieve 100% literacy by getting local-language books to every teacher and every child in the world. They engaged our team to develop an animated video to explain the situation and encourage engagement. We developed the story and custom characters to tell the story.

For more inspiration on how you can use video to connect with your audiences, take a look at our recent post on the Power of Animation and Motion Design.

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Written By

Corey Jones

Creative Director, Forum One

Joey Tackett

Managing Director, Branding, Forum One