What’s a respectable number of likes, shares and comments for a nonprofit video on Facebook or Twitter? What are the most important stats to measure? How many videos a year should we create? Should we be on Instagram? How do we grow our audience? Why do some videos do well on social, and others don’t? Is there a formula for creating great videos?
If you’ve asked any of those questions, you’re not alone. Hi, we’re Tectonic, and we’ve been making videos for nonprofits for almost a decade. Our clients have asked us those exact questions, and we needed better answers.
We had our own hunches and theories, but they were based on anecdotal evidence or on small studies that lacked rigor. What we needed was big data from the social media accounts of hundreds of diverse nonprofits. We needed research with sound methodology that compared “apples to apples.” We needed analysis that yielded actionable insights. But after an extensive search online and offline, we came up empty.
We knew that if we were going to get the answers we needed, we’d have to conduct our own research and produce our own study.
So, we got to work. Over the past year we consulted with experts, spent hundreds of hours compiling and analyzing data, and we invested thousands of dollars to create the Nonprofit Video Index™.
We now have answers.
We know what types of videos are most engaging and which factors correlate to audience growth. We know which channels nonprofits should focus on and what benchmarks they should measure themselves against. We know how to help nonprofits make better videos, and we’re excited to share what we’ve learned.