Use YouTube to Promote Your Cause
YouTube (http://youtube.com) is the largest user-generated video sharing website on the internet. The majority of the videos submitted are created by amateur video makers.
Videos are ranked by user votes; editors' favorites are featured on the home page.
Your organization can use YouTube as a platform to share your advocacy videos with a wide audience: YouTube attracts approximately 22 million registered users and receives over 100 million page views per day.
At this point, most YouTube videos produced by nonprofit organizations receive a modest number of views. For instance, an Operation Gratitude video about one woman's quest to send packages to military troops received 6,225 views. On the other hand, a One Voice Movement video that shows people working for peace in the middle east has received an impressive 271,298 views and 1,058 user comments. By uploading videos that appeal to the YouTube user, your video has the potential to receive hundreds of thousands or even millions of views.
When signing-up at YouTube, request a "director's account." This account will allow you to upload your organization's logo and include it on all of your video pages. Include a link to your organization on your profile page and on each individual video page.
You can also use YouTube to host videos that can be shared at websites beyond YouTube. Conveniently, YouTube provides the necessary HTML code. So, to improve the exposure of your videos, add your YouTube video to as many social networking sites as possible (e.g., MySpace) to improve your outreach. Ask volunteers to display your videos on their social networking pages as well.
To spread your message further, hold a video making contest. Invite filmmakers to create a brief video for your cause which will be posted on YouTube, your website, and on other social networking sites. Although there is some risk involved, you'll be surprised at the quality videos many filmmakers will submit. Fight Hunger (http://fighthunger.org/contest) held a video making contest asking submitters to promote their cause. They ended up publishing over a dozen well-made videos on YouTube, each another opportunity for users to hear the organization's message.
Whether you are holding a contest or creating your own videos, encourage filmmakers to divert from the traditional nonprofit infomercial format. The biggest mistake nonprofits make is uploading videos that look like public service announcements from the 80s.
Instead, create videos that target the young adult market (12-30) and give your videos entertainment value. Typically, the most successful videos are less than four minutes long. Each of your videos should be "on message" and evoke an emotion in viewers, such as: concern, fear, sadness, empathy, or joy.
"Authenticity" is critical. YouTube users don't want to watch commercials or sitcoms. They want to see real people in real situations. Avoid stuffy scripts or uptight characters. Think of a way to portray your organization that will ring true to viewers. For example:
- create a short documentary about a volunteer from your organization
- follow the story of one person your organization is helping
- show a clip of people working toward your cause in their own way
- videotape a rally, protest, or vigil
Add compelling, emotional music to complete the piece. Skilled (but not corporate-looking) editing will help your video stand out from the crowd.
Other Video Sharing Websites: YouTube is the most popular video website. However, you may also want to include your videos on ifilm (http://ifilm.com), and Dogooder TV (http://www.dogooder.tv/).
