<videovortex> YOUTUBE: Charity Marketing Online
geert at xs4all.nl
Fri Nov 4 14:29:10 CET 2011
Charity News: YOUTUBE: Charity Marketing Online
02/11/2011 by Alan Cole in the UK
Video media report reveals glaring opportunities for charities.
Research into online habits suggests more charities should take up
The latest white paper from Experian Hitwise exposes major
opportunities for charities to experience growth via simple video
marketing and social media campaigns. Experian's Hitwise 2011 report
Online Video: Bringing Social Media to Life, reveals for instance that
UK web surfers accessed online video websites 785 million times during
That's an increase of 36 per cent in a year, according to analysis
from the online marketing intelligence firm.
Experian also reveals YouTube is now the third most popular website
with UK internet users after Google and Facebook. Other video sites
including the BBC's iPlayer are also gathering momentum.
This suggests charities that are not entering the YouTube marketing
space for their fundraising and awareness campaigns, or just for basic
branding awareness for their charities are missing out. For small
charities with limited resources that may be understandable to a
point, but for medium and large sized charities with a marketing
budget it really is a glaring own goal.
Generally speaking many charities could obtain more benefits in the
direction of online video viral marketing for their campaigns and
especially YouTube marketing… That many charities do not decide to do
so is a shame for the social causes they represent when you take into
account how prevalent video is online right now.
A recent example of how many people can be reached online in a
relatively short period of time is the current Rethink Breast Cancer
campaign on YouTube which at time of writing has experienced 1,263,044
That million plus audience for its campaign has been reached in less
than one month…
YouTube marketing largely relies on word of click via social media,
email, blogs, comments, ratings and such like… While effective viral
media marketing can be any media form such as static images or
interactive flash content, videos appear to provide some of the best
possible options for effective and immediate online advertising for
charities right now.
Experian's research only confirms what hardened internet marketeers
have been saying for years, that online social media should be a major
part of any marketing person's toolkit these days, and that includes
the charity sector.
Other recent examples of charity viral video marketing include an
innovative partnership involving the RSPCA and Lego who have been
getting together to put big business in its place…
RSPCA's latest viral marketing video uses building blocks to get its
message across in simple terms to spell out views on responsible
farming. The RSPCA YouTube video is also an example of how the charity
sector, despite being under-represented on YouTube, is showing
increasing interest in video viral marketing strategies to promote
awareness and fundraising strategies.
The stop motion animation video follows Lego Farmer Brown talking to
shoppers in his village about buying ethically reared chickens and
other animal related products which conform to welfare standards… The
RSPCA is one of a number of charities dedicating more and more time to
viral marketing campaigns for good reason.
Other recent charity viral marketing campaigns include GROW, involving
Oxfam's viral video on building a better food system.
Another popular recent online example of video marketing for good
causes was the F Word video on YouTube, using a provoking campaign to
raise awareness for the Horn of Africa hunger crisis…
Other points to consider for charities considering viral video
marketing should be that the videos need not be presented in
isolation... Effective viral video campaigns are largely dependent on
their ability to generate interest via a range of social media and
this depends on good, inspiring content which creates a connection
with its target audience and that people wish to share.
Charity marketeers can help this along the way by promoting their
video content on other social media sites such as Twitter and Facebook
as well as their own websites…
A successful charity viral video marketing campaign… ideally needs to
part of a wider strategy social media launch and it has to be catchy
and easy to upload, retweet, blog, etc, etc. However, as ever
innovative ideas for content and a true understanding of online trends
and social behaviour online are the major factors which will lead to
Good viral marketing campaigns often involve a lot of leg work but as
the recent internet data from Experian reveals, the opportunities
available for charity marketeers as well as the business sector are
Experian's new research shows that 86 per cent of UK internet users
use video websites each month.
Experian's report also reveals the average internet user makes 18
visits to video sites per month. That's a considerable market that
YouTube and other video sites are offering to charities as well as
other sectors, at the click of a button…
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