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Why You Should Tell Your Story With Short Videos

There’s a great deal of buzz about short videos these days, and there are good reasons. More video content is uploaded in 30 days than all three major U.S. T.V. networks combined have created in 30 years. So today, if your church, ministry, or nonprofit isn’t producing short videos regularly, then you’re missing an enormous opportunity to share you story with a growing audience. Here’s some key reasons why you should consider picking up a camera:

1) The online audience for short films is enormous and still growing. Research continues to reveal larger audience are watching. Back in 2012, ComScore reported the average viewer watched nearly 22 hours of video in a single month, and I’ll bet it’s significantly more today. Most likely, those 22 hours were broken into many short videos, with each being viewed for just a few minutes at a time. Hollywood Reporter says the most influential celebrities in Hollywood are now YouTube stars – often shooting short videos in places like a spare bedroom or their parent’s basement.

2) Nearly anyone can do it. Got an intern or other employee with an iPhone? Fine. If he owns a DSLR camera, even better, but don’t let high standards keep you from starting. Back when I began working in the industry, you needed hundreds of thousands of dollars for cameras, recording equipment, and lighting. But now, the barrier to entry is so low that chances are, you already own most of the equipment you need to get started.

3) It’s easy to share. Once you’ve produced a video (I suggest 2-4 minutes), then you can post it to YouTube, Vimeo, or social media platforms where it can be viewed and shared by your friends and followers. You can use them on your website, blog, or simply emailed to friends. Speaking of email, according to Forrester Research, including video in an email leads to a whopping 200-300% increase in click-through rate. (Think about that when it comes to fundraising.)

4) And here’s a handful of stats that make it even better:
– 92% of mobile video consumers share videos with others, according to Invodo.
– 46% of users take some sort of action after viewing a video ad, according to Online publishers association.
– After watching a video, 64% of users are more likely to buy a product online, according to ComScore.
– According to Forbes, 59% of executives would rather watch video than read text.
– 50% of executives look for more information after seeing a product/service in a video, according to Forbes.

Oh – and if you need any examples for ideas, here’s a few places to start:

For style, the “Staff Picks” from Vimeo has some great examples (some videos will be inappropriate for some viewers).
From a Christian perspective, Yes He Is is doing a remarkable job of creating videos to share with non-believers. They’ve even created a tracking system to monitor if the videos are effective.
The Salvation Army Vision Network is a fantastic site for short films about transformed lives.
Finally, our site at Cooke Media Group has a number of projects we’ve produced for major churches, ministries, and nonprofits.

So what are you waiting for? Start shooting! And if you’ve had positive experiences sharing your church, ministry, nonprofit, or personal stories via short videos, please let us know!

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6 Comments

    1. Great point Richard. Your team is always looking for great short films that share the message of Jesus to broadcast on your platform. Thanks for the reminder!

  1. Phil, your old partner at TWC told me 12 years ago to start producing videos about the real estate market. I finally got around to doing that a year and a half ago. I procured a million dollar listing in December because someone watched my two minute video about the benefits of listing over the holidays. This past week I was in Oxford, MS and shot a video at Ole Miss University about my experiences on that campus as an eight year old in the mid 1960s. That video has garnered more positive response about race relations than anything I’ve ever done. We shoot our videos with my iPad. Video is definitely here to stay in my marketing plan.

    1. Great examples. You’re exactly right Rodney, it’s not just ministry or nonprofits, it’s businesses of all kinds that are using more and more short videos – and you’re a great example that it delivers results. Thanks for sharing your experience!

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