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

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. Trends and
opportunities

3. 60 leading UK charities
40 questions

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. 1. General
consensus

6. Appetite and importance of
video is higher than ever.

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. Why?

9. 80% of consumers believe
videos are helpful when
making purchases.
Blue Corona

10. 2. Purpose of
video

11. Case study films
Top 5 best performing types of content
1
Awareness / brand films2
Social-style editorial3
Event films4
Fundraising films5
=
=
=
=

12. Engagement smashes
conversion out of the park.

13. 63% Engagement
22% Awareness
15% Conversion
(35%)
(26%)
(39%)

14. 72%
found video to be more effective
as a primer for fundraising
(rather than making the ask with
the video)

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16. 3. Creative and
innovation

17. Charities are exploring
creative formats more than
ever before.

18. 81% said they tailor creative to
specific channels(34%)

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. 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. “Square format has proven reliably
better than 16:9 format.”
Survey respondent

22. “VR was particularly successful
for us”
Survey respondent

23. “Our live videos never perform
that well - we think this may be
because they are overplanned
and not very spontaneous.”
Survey respondent

24. 4. Distribution
and channels

25. Facebook video reigns
supreme.

26. 72% said they saw their best
results on Facebook(48%)

27. 100 million hours of video is
watched on Facebook every
day.

28. More than 500 million people
now view Instagram Stories
daily.

29. Stories are expected to cause
video spend on Instagram to
double in coming years.

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. 5. Summary

32. Response to adopting new
trends is faster than ever.

33. Creativity and innovation in
the sector is booming.

34. 31%
said they felt that their charity
were ‘brave’ or ‘very brave’ when
creating content(21%)

35. “… too many opinions and lack
of bravery makes for duller
content.”
Survey respondent

36. Benchmark
Report

37. Third Sector
Video Content:
Benchmark
Report 2019
Feedback?
ryan@raw.london
fiona@raw.london

38. Questions?