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Raw - Trends and opportunities for charity video in 2019

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Raw - Trends and opportunities for charity video in 2019
Ryan Wilkins, Founder and CEO, Raw
Fiona Koch, Account Planner & Director, Raw

Published in: Marketing
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Raw - Trends and opportunities for charity video in 2019

  1. 1. Trends and opportunities for charity video in 2019 Ryan Wilkins, Founder and CEO, Raw Fiona Koch, Account Planner & Director, Raw Thursday 13 June 2019
  2. 2. Trends and opportunities
  3. 3. 60 leading UK charities 40 questions
  4. 4. We wanted to know: • What’s the general consensus on video content? • What are charities using content for? • How and where do they publish their content? • Which trends and innovations are being leveraged? • How brave is the sector?
  5. 5. 1. General consensus
  6. 6. Appetite and importance of video is higher than ever.
  7. 7. 87% video content is ‘important’ or ‘very important’ to their charity(79%) expected video to play more of a role in their communications in 2019 94%(93%)
  8. 8. Why?
  9. 9. 80% of consumers believe videos are helpful when making purchases. Blue Corona
  10. 10. 2. Purpose of video
  11. 11. Case study films Top 5 best performing types of content 1 Awareness / brand films2 Social-style editorial3 Event films4 Fundraising films5 = = = =
  12. 12. Engagement smashes conversion out of the park.
  13. 13. 63% Engagement 22% Awareness 15% Conversion (35%) (26%) (39%)
  14. 14. 72% found video to be more effective as a primer for fundraising (rather than making the ask with the video)
  15. 15. Watch Lorem ipsum dolor sit amet, consectetur adipiscing elit. Sed viverra id leo eu posuere. Curabitur consequat dignissim diam, ac tempus nisl scelerisque et. Ut rutrum lacus sit amet metus venenatis suscipit. War Child UK Sponsored Lorem ipsum dolor sit amet, consectetur adipiscing elit. Sed viverra id leo eu posuere. 50% of those affected by war are children warchild.org.uk/notarobot Watch Sign up War Child UK to me 13:05 view details
  16. 16. 3. Creative and innovation
  17. 17. Charities are exploring creative formats more than ever before.
  18. 18. 81% said they tailor creative to specific channels(34%)
  19. 19. “The ideal video length is however long it takes to tell the story really well. That could be 30s or it could be over 2min..” Survey respondent
  20. 20. Instagram stories Formats you’ve experimented with in the past 12 months: (16%) 91% Square video(12%) 81% GIFs(19%) 78% 2D/3D animation(18%) 68% Vertical video(11%) 59%
  21. 21. “Square format has proven reliably better than 16:9 format.” Survey respondent
  22. 22. “VR was particularly successful for us” Survey respondent
  23. 23. “Our live videos never perform that well - we think this may be because they are overplanned and not very spontaneous.” Survey respondent
  24. 24. 4. Distribution and channels
  25. 25. Facebook video reigns supreme.
  26. 26. 72% said they saw their best results on Facebook(48%)
  27. 27. 100 million hours of video is watched on Facebook every day.
  28. 28. More than 500 million people now view Instagram Stories daily.
  29. 29. Stories are expected to cause video spend on Instagram to double in coming years.
  30. 30. • Instagram Donate is on its way • AR & VR features to be improved • Facebook Watch will become more integrated Developments to look out for:
  31. 31. 5. Summary
  32. 32. Response to adopting new trends is faster than ever.
  33. 33. Creativity and innovation in the sector is booming.
  34. 34. 31% said they felt that their charity were ‘brave’ or ‘very brave’ when creating content(21%)
  35. 35. “… too many opinions and lack of bravery makes for duller content.” Survey respondent
  36. 36. Benchmark Report
  37. 37. Third Sector Video Content: Benchmark Report 2019 Feedback? ryan@raw.london fiona@raw.london
  38. 38. Questions?

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