Three Benefits of Short-Format Video for Conservation Outreach

If you are anything like me, you receive streams of media on a daily basis. It starts the moment I wake up in the morning to my smartphone alarm clock and continues all day long to the time I close my Kindle iPad app and go to sleep at night. Email, RSS feeds, social media, all keep me informed of the latest trends, big news events, topics I’m deeply interested in, and plenty of those that I’m not. But taking a step back and considering all the ways we receive media still leaves an unclear picture about which type of media is most effective?

Its not hard to convince someone that video of all lengths can be incredibly impactful. However, time and time again we encounter the same question: What’s the measurable benefit of video? At Conservation Media Group we are convinced that the return on investment can be significant and conservation groups should consider using video in the same way the content marketers are using it; to advance their campaigns and initiatives. Both long-format and short-format video can make an impact. Here are a few measurable benefits of using short-format video:

Video generates more engagement than text:

Most conservation campaigns use an e-newsletter component that will send regular updates to their constituents. E-newsletters can include a call to action, status updates, and breaking news. Having a link to a short-format video in the email will boost its success. A study in the Digital Marketer Report 2013 shows that just having “video” in the subject line of an email increased open rates 7-13%. In addition, people stay on websites longer if there is a video and video gets shared more often than text alone.

Video reaches more people:

Having your website positioned high in the search engine results significantly increases the likelihood of page visits. Most people never even view the Google page-two listings. Therefore marketers are constantly trying to increase their Google rankings. This is one way a video can be extremely valuable. Just having a video on your homepage increases your chance of getting listed on page-one of a Google search by 53 times. What’s more 94% of users click on page-one results and only 6% ever select a page-two result.

Video drives action:

Many conservation efforts have a goal of raising awareness, but more importantly they want to drive action, such as in the form of petition signatures or donations. Video is an effective tool. Sites that have a video can increase the rate that people take action by 46%. To top that, a study by Millward Brown and Google showed that 75% of non-profit donors used video to understand an organization and 57% made their gift after watching a web video.

The numbers are simple. If you want your site to be seen, your cause to be understood, and your campaign to be successful, the best investment you can make is in video!

Do you have an idea for a conservation video in the area of Oceans or Energy? We would love to hear it!  Maybe we can pair you with one of the rising producer/distributor talents we are assembling in the CMG effort.  Share your thoughts below.