You can download an audio podcast here or subscribe via iTunes or Google Play.

Jay Baer, New York Times bestselling author and founder of Convince and Convert, says that social enterprises and nonprofits have a secret weapon they can use on social media: authentic stories.

“Just tell the story,” Baer says to social entrepreneurs. “Ideally with video because video disproportionately performs in every social network. Just take a video of you working on the water project. Don’t try to sell anybody. Let the story sell for you.”

Expanding on this point, Baer says, optimally, social entrepreneurs will get their fans, supporters and customers to post the video of themselves working on the project rather than post a polished, edited video from the business or organization.

Baer points to Charity: Water as an example of an organization that uses video effectively. The organization funds water projects in the developing world. The projects are typically conducted in partnership with local communities. Donors receive detailed reports indicating the exact location of the project they funded, often accompanies with video.

Credit: Convince and Convert

People are sometimes intimidated by the idea of producing video content. Baer says there is no need to worry. “What’s interesting in the video space right now is the difference between a video crew and what you can do with a $50 light and an iPhone is getting closer together.”

In fact, he says, “under polished” video actually performs better “because it is believed to be more authentic. It doesn’t need to be Hollywood grade.”

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You can download an audio podcast here or subscribe via iTunes or Google Play.

Jay Baer, New York Times bestselling author and founder of Convince and Convert, says that social enterprises and nonprofits have a secret weapon they can use on social media: authentic stories.

“Just tell the story,” Baer says to social entrepreneurs. “Ideally with video because video disproportionately performs in every social network. Just take a video of you working on the water project. Don’t try to sell anybody. Let the story sell for you.”

Expanding on this point, Baer says, optimally, social entrepreneurs will get their fans, supporters and customers to post the video of themselves working on the project rather than post a polished, edited video from the business or organization.

Baer points to Charity: Water as an example of an organization that uses video effectively. The organization funds water projects in the developing world. The projects are typically conducted in partnership with local communities. Donors receive detailed reports indicating the exact location of the project they funded, often accompanies with video.

Credit: Convince and Convert

People are sometimes intimidated by the idea of producing video content. Baer says there is no need to worry. “What’s interesting in the video space right now is the difference between a video crew and what you can do with a $50 light and an iPhone is getting closer together.”

In fact, he says, “under polished” video actually performs better “because it is believed to be more authentic. It doesn’t need to be Hollywood grade.”

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