How #charities & #socialenterprises can create great #socialmedia content (30 pages)

top tips • jessica mason

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How #charities & #socialenterprises can create great #socialmedia content

18

Top Tips

Jessica Mason

J

essica Mason, Lead at YouTube
for Good, spends her days helping
charities, nonprofits, and social

enterprises learn how to get the most out
of YouTube. Here she explains what makes
polished YouTube content that’s guaranteed
to engage your audience.

What makes a great YouTube video?

A great YouTube video is a video that tells a story. I tell
nonprofits not to sit their CEOs down and let them talk
at a camera. Nobody is going to watch that. To make a
great video you need things that are action-packed and
original. A great video can be so many different things
as long as it sticks to that framework of: you’re telling a
great story, you’re showing action, you’re informing your
viewers. That’s the recipe for a successful video.

Does it matter if videos are professionally
done or more on the amateur side?

Professional videos are wonderful and it’s great if you
have the budget to make them. But that shouldn’t
keep you from making videos. On YouTube we find that
authenticity and storytelling tend to be more important
than the quality of the video. That’s because YouTube is
a broader community of people sitting in front of their
cameras, talking, and sharing stories. People on YouTube
crave authenticity.

One of the examples I love to use of this is Invisible People.
I often pull up one of their videos. It has several hundred
thousand views and he’s just interviewing a homeless person
underneath a bridge. The sound quality of the video is awful,
but it’s such a compelling story, it’s compelling footage, and
it’s someone sharing a real, difficult experience.

How can someone format a video to make it
YouTube friendly?

Length doesn’t matter much. But if you’re worried about
length you can go into your YouTube analytics and find
out how long people are watching your videos for and at
what point they’re dropping off. So it depends on your
audience and what they find interesting, which you can
find out through your analytics. In terms of format, there
are two things – first, the thumbnail image needs to be
very compelling. So you don’t want a zoomed out, fuzzy
image to be your thumbnail. Use an image of action,
something closer up. You want to think about making
something people want to click on with that thumbnail.
The other thing is your metadata, or the words you use
to tag your videos.

Also, titles matters - if you have a video around International
Women’s Day, make sure you put that in the title of the
video, that you tag the video with keywords that people
are searching for that are related to your video. This also
helps with both Google and YouTube search.

How can organisations make videos that
inspire people to offline action?

Every video should tell people what you want them to
do, even if its ‘subscribe to our channel to find out more
about what’s going on’. If you’re fundraising you have to

“On YouTube we find that authenticity
and storytelling tend to be more
important than the quality of the video.”

Jessica Mason
Lead at YouTube for Good

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