Is Your Video Making an Impact — or Showing Off?

You’re skimming your social media feed and come across a video from a nonprofit. Even without being a professional, you can tell that it’s cinematic, with a smooth, sweeping visual style and slick, fast-paced cuts.

It’s impressive. You spend a minute going through it again, marveling at some of the more artistic shots. You might even wonder who made it and whether you can track them down for your next event.

But is that a good idea? 

Well, that depends. Did the video sell you on the nonprofit it was supposed to be representing, or did it just sell you on itself?

Looks aren’t everything

These days, technology has come far enough that you can give your video a big-budget look without actually breaking the bank. Hollywood used to use helicopters for overhead shots, but now we have drones. A gimbal makes even cell phone footage look smooth and controlled.

It’s great to be able to raise the standard and make a more professional product. But when you’re planning a video, it’s important not to stop there. Aside from a memory of flashy visuals, what will your viewers take away with them? What impression will they have of your organization?

If a video draws more attention to its own coolness than anything else, that can be a red flag. Filming techniques, music, editing… These are supposed to be tools that you use to highlight your message. If they’re front and center, there’s a concern that the really important elements are getting shoved to the side or lost entirely.

If viewers walk away remembering the epic soundtrack, but not the name of your nonprofit, that fantastic music has done you more harm than good.

Standing out

If everyone can make a polished, Hollywood-style video, you’ll need more than that to stand out.

What will set you apart? What tells viewers why you’re worth investing their time and attention?

Ultimately, in order to make yourself memorable, the most important thing to do is to share the truth of who you are and what you offer. This truth will connect you with the right people, the ones with an emotional investment in whomever you’re helping or whatever problem you’re fixing.

This is a much less glamorous process than sending up a drone. It doesn’t always come easily; it can be hard to put your unique quality as an organization into words. It can involve a lot of tedious talking, questioning, and refining.

But in the end, not only will you be better at reaching your supporters. You might also feel more focused and motivated, with a deeper understanding of your mission.

If you’re stuck, it can be helpful to consult with an outsider, especially someone with a marketing mindset. I’d love to hear from you if you’re looking to start this process.