Finishing your video is half the battle.
I know that’s not what you want to hear.
The good news is, with some work it’s easy to double, triple or even quadruple the value of your video investment.
Here’s the short list:
Table of Contents
- HOW TO INSTANTLY HOST YOUR VIDEO ON 50+ CHANNELS
- HOW TO TURN YOUR VIDEO INTO MULTIPLE FORMATS FOR SOCIAL MEDIA
- HOW TO GET YOUR VIDEO TRANSLATED COST EFFECTIVELY
- WHY ITS VITAL TO RETAIN VIDEO ASSETS
- HOW TO MAKE YOUR VIDEO EVERGREEN
- PLANNING TO OVERSHOOT: YOUR SHOT STRATEGY
- REACHING INFLUENCERS: CONSISTENCY, PERSISTENCY AND RECIPROCITY
- HOW TO REACH CELEBRITIES AND THE 99% RULE
- WHY YOU SHOULDN’T BE RESPECTFUL
HOW TO INSTANTLY HOST YOUR VIDEO ON 50+ CHANNELS
We all know YouTube, Facebook, Vimeo etc, but there are more than 50 video hosting sites to choose from – and you want to upload your video to as many of them as possible.
Here are some softwares which will take care of the process for you.
Check out Syvid: http://www.syvid.io/sales/?aid=94511
HOW TO TURN YOUR VIDEO INTO MULTIPLE FORMATS FOR SOCIAL MEDIA
Different social media platforms reward different types of video. For more on this read: The Truth About Length: A Scientific Guide for Nonprofits, Social Enterprise and Cause Marketers
Reformatting yours to suit each platforms is vital in getting the most out of your video.
Transform it into a GIF for Tumblr. Create a short teaser for Snapchat. Pin it to the top of your Twitter feed. Show it off on Facebook Live. Play it at conferences and seminars. Project it onto the walls of your office building. Project it onto the walls of your neighbour’s house…
There are an infinite number of creative ways to get your video seen and heard – get thinking and add your thoughts and ideas in the comments below…
HOW TO GET YOUR VIDEO TRANSLATED COST EFFECTIVELY
Translating your video is one of the fastest and most cost-effective ways of maxing out your ROI.
And it need not cost you a lot of time or money.
Here are your options:
Option1: YouTube Translate
Upload a subtitles track alongside your video using Youtube’s pre-built software.
It’s very easy to use, takes about 10 minutes, and is completely free.
Once complete, your video will be available with subtitles in 54 different languages.
From my rough tests it’s getting around 90-95% accuracy. Which is pretty good unless:
A: you’re giving specific instructions (e.g. take this much medication / day) or
B: if your video is culturally sensitive (the following scenario is not unlikely)
Option 2: Professional Translation
If you want to avoid situations like the above, professional translation is always an option.
I’ve pasted Multilingo Plus Translation rates below this post. At roughly $1 per 10 words it’s not cheap, working out around $150-200 for a 2-3 minute video.
If you’re a nonprofit or social enterprise, it’s worth putting the word out to see if people will do it for free.
In our experience it’s easy to find people willing to help.
Option 3: Foreign voiceovers
Hire someone to re-record the voiceover in another language, and release a second, or third version of the video.
Finding foreign voice actors isn’t hard, but knowing if they’re any good is impossible unless you have a native speaker to help.
This is a good option if you have a specific audience you want to reach abroad, and don’t mind spending another couple hundred dollars to do so.
This is also VERY important:
WHY ITS VITAL TO RETAIN VIDEO ASSETS
Ask your video provider if you can keep the original assets.
In a film this includes unused footage. With animation, this includes the hundreds of original illustrations created prior to the animation stage (each character has to have individual drawings in different positions e.g. with arm raised, and with arm slightly less raised i.e. waving, and this takes a lot of work).
If you want to make another video, retaining the assets will save you a huge amount of time and money – especially if you want it to be brand-consistent (same cast of characters / background / colours etc).
Include asset-retention in your signed agreement prior to beginning the project.
HOW TO MAKE YOUR VIDEO EVERGREEN
Having specific dates in your video (”Join us for our conference this December 2018”) can cut your video’s ROI in half.
And sometimes it’s unavoidable.
So consider creating a second ”evergreen” call-to-action which can replace the time-specific call to action (”Visit our website to find out more”).
If your video can be operational for 4 years instead of 4 months – well you do the math.
PLANNING TO OVERSHOOT: YOUR SHOT STRATEGY
When filming, bear in mind that you’re paying a fixed (sunk) cost to hire the equipment / directors etc.
On days when you’re actually shooting, it’s best to massively OVERSHOOT.
This means you shoot not-only the footage required to make this video, but you also have a second list of generic shots that are likely to be useful in the future.
Building an advanced database of good footage can save a huge amount of time, effort and money in the long term.
REACHING INFLUENCERS: CONSISTENCY, PERSISTENCY AND RECIPROCITY
Once your video is finished, the single best way to get it seen, heard and shared – is through engaging online influencers.
There’s a lot of information out there on influencer marketing, but simplest way to think about it is this:
Step 1. Generate a list of people who have a significant online influence AND are likely to want to help you.
Step 2. Do something for them FIRST. Even if it’s as basic as sharing some of their content, or engaging in a conversation.
Step 3: Ask them to share your content.
Be interesting, be creative, be clear, be polite.
If you have a great cause and your mission is aligned, there’s a high likelihood they will help.
Influencer marketing is kind of like gardening – you need to sow a lot of seeds, in fertile areas, where there isn’t too much shade, at the right time of year, and water constantly.
And you will not see immediate results, but that doesn’t mean it isn’t working.
Stick to the plan. Be disciplined and come harvest time, you’ll have an abundance of food (- money / support)
The rewards of even one key influencer sharing your video can be huge.
A few emails can easily end up with another 500 or even 5000 people finding out about your organisation.
Don’t fall at the final hurdle by under-doing the distribution.
HOW TO REACH CELEBRITIES AND THE 99% RULE
A quick word on celebrities.
Looktothestars have an incredible database of more than 4000 celebrities alongside the causes they support.
This can be an invaluable for causes looking to use influencer marketing.
Of course A-list celebs get a lot of requests, but remember the ninety-nine percent rule:
99% of people believe that the top 1% of people are out of reach because the other 99% of people are also trying to reach the top 1%. But in reality 99% of people believe that 99% of people are trying to reach the top 1% and therefore 99% of people don’t try and reach the top 1%.
If you’re confused, read it again. It makes sense I promise.
The other rule to remember is that many celebrities have a vested interest in being seen to support good causes.
This is the more cynical interpretation. I’m sure that many of them simply have a lot of time and money and want to help out.
Either way, they are incentivized to help.
In case you were wondering how to get hold of celebrities – check out ContactAnyCelebrity.com
A final word on influencer marketing:
WHY YOU SHOULDN’T BE RESPECTFUL
There’s a lot of talk about being respectful when approaching people online. And of course you should be polite, but don’t be afraid of over-asking.
Generally the internet is a large place, and the likelihood someone will be upset at being asked is low.
If they ask you to stop asking, then stop asking. But it’s far more likely they didn’t get your message the first, or even second time.
Be bold. Be brash. Be brazen.
Lives are on the line.
Video is not a silver bullet.
It is a tool.
Like a giant magnet on the end of a fishing line.
You have to know how to fish.
Where to fish.
And why to fish.
You have to have patience.
Even a novice fisherman can hook a few tasty sardines.
But if you want the big haul, day after day, there are no shortcuts.
How do you catch fish with magnets?
Metal fish, my friend.