Videos and Diverse Content to Grow

Photo: TAP

This is not a secret, it is a well-known projection that many companies are using to invest in videos and produce more multimedia content. According to the Cisco’s reporting Video traffic growth videos will be responsible for 74% of all consumer Internet traffic this year and 80 percent in 2019. It might sound absurd, but it is true. Video is the new black!

Last month Facebook’s CEO, Mark Zuckerberg, reinforced these numbers saying that “we’re going to be in a world a few years from now where the vast majority of the content that people consume online will be video.” At Barcelona’s Mobile World Congress, Zuckerberg told that the growth of videos, specially live streaming, offers people a new way to share moments freely without seek for perfection.

In fact, Facebook has been putting a lot of effort and investments on videos. In February the platform made the live streaming feature accessible to everyone. Videos usually have a lot of engagement on Facebook pages and I really believe we can take advantage of these features to help The Adventure Project to reach its ambitious goal to double the number of page likes.

My strategy to help TAP grow their followers community is building an authentic connection between the followers or potential donors and people who have been supported. The idea is to use more visuals, specially videos and infographics.

When we started working with TAP a month ago, there were 5,248 followers in their page and now there are 5,320. We got 72 new page likes in 30 days. However, to achieve their initial goal we need to attract around 1,700 followers per month till the end of this semester.

So far we produced a lot of posts using Humans of New York style, due to the beautiful photos they have and powerful stories from the field. However, the content is too flat, it seems like so much of the same thing and the page is becoming boring. So we urge to experiment more.

With footage from the field in Africa that we got from TAP’s office, we can tell stories about people who received support from the nonprofit and how it contributes to make their lives better. I’m editing short videos (1–2 minutes) and including text to create context once the interviews are not always very clear and complete.

TAP is a fundraiser that sends money to local partners in developing countries, who work directly with the community members. We are now checking technical aspects to use live videos, as Thomas McBee suggested. With video streaming from the field with people benefited by TAP’s donations we believe that we can grow the engagement rates.

The last thing we didn’t try yet and I really believe we should start very soon is infographics. With these resources we can show the followers what are the problems TAP is trying to solve, and what kind of approach the nonprofit is presenting as a solution. With more tangible ideas I believe we can strengthen relationships and engage more people.

Looking into the analytics, what I’ve learned so far is that we need to diversify and alternate subjects and posts’ formats because people loose the interest when we talk about the same thing again and again. Using videos, GIFs, infographics, photo galleries and a lot of other resources is the way to go. Otherwise we are gonna maintain our very flat and restrained results showed in the following graphic.

For the next weeks I would like to use at least 2 videos and one infographic every week. To take advantage of the large amount of pictures they have, we would also post one photo gallery per week and photo slides.

If we change our strategy soon, I really believe we will be able to get close to TAP’s main goal.

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