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"Boosting Your Nonprofit's Visibility: Best Practices for Optimizing Video Content when posting

Getting a piece of video content written, shot, and edited for your organization's marketing efforts can feel like a huge accomplishment. Which it is! However, this is not where that video’s journey ends. This video’s life has just begun, and it’s dying to get out there and see the world(or let the world see it). The worst thing you could do now is throw the video up on a platform and pray that the algorithm gods will take it from there. Remember, you made this video for a purpose. You need more donations, volunteers, community awareness, or whatever the case may be. When you properly optimize your video to the platform you are distributing to, you maximize your chances of getting seen, shared, and liked, earning more donations, program inquiries, and community support.

Here are the best ways to optimize video content when posting on social media, email, and your website.

  1. Posting video content on social media

Before you post that next Instagram Reel, make sure to use the following optimization tips to ensure the video reaches as many people as possible.

  • Use captions in videos that include people talking. This makes your video more accessible and ensures that your video’s message is understood by audiences who may have their sound turned off.

  • Have a good thumbnail. Choose a visually appealing thumbnail that grabs attention and encourages people to watch your video.

  • Encourage audience engagement. Use the caption to ask questions or encourage a discussion so your followers leave comments.

  • Encourage your followers to share the video with their followers.

  • Use relevant hashtags for your content to make it easier for people to discover your video.

2. Sending video content in an email

Including videos in your email marketing can help communicate your message more effectively, but make sure to use these optimization tips so that your video actually gets clicked on.

  • Host the video on a third-party video player such as YouTube or Vimeo because video files are typically too large to send directly in an email.

  • Create an attractive thumbnail. Rather than a link to your video in the email copy, create a still or GIF from the video to create a thumbnail. Insert the image near the top of the email and link the video to the image. That way, subscribers will bring them to the video.

  • Keep the email copy short. The email should focus primarily on encouraging the subscribers to watch the video. Ensure to include text above the thumbnail that commands the reader to click on the thumbnail to watch the video.

3. Embedding video content on your website

Video content adequately embedded throughout your organization’s website helps communicate the mission, explains how programs work, and calls supporters to action.

  • On each website page, you are posting a video to, place the video near the top of the page so that visitors see it first before scrolling down the page.

  • Provide a clear text call to action above the video that encourages people to click and watch the video.

  • Create a call to action button below the video that relates to the topic of the video. If the video is about a specific program of the organization, the button should send visitors to a landing page on the website to sign up or donate to that program.

  • Optimize for SEO. Help people discover your videos through search engines by including keywords in your video titles, descriptions, and tags.

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