Capturing their Attention: Engaging Online Audiences with Video

Video + Social Media = Engagement!

Let us introduce you to Jason Combs of EducationQuest! He's the Social Media & Interactive Technology Manager, so he knows a thing or two about how video can attract new viewers online and reinforce existing loyalty of their brand and mission.

Finding himself ready to make even better videos — with an emphasis on telling better stories — he enrolled in Nonprofit Film School.

 

WHO IS EDUCATIONQUEST AND WHAT IS YOUR MISSION?

No matter your background or financial situation, a college degree is attainable and EducationQuest can help you.

EducationQuest provides these free services for students and families:

  • Researching colleges
  • Exploring career options
  • Looking and applying for scholarships
  • Completing and filing the FAFSA (Free Application for Federal Student Aid)
  • Learning about student loans

 

WHY DO YOU DO WHAT YOU DO? WHAT'S YOUR HEART BEHIND YOUR WORK?

I love what I do. I love being a part of a student’s educational journey and connecting them to the resources to help them accomplish their goals. Between technology and social media my world is always changing, that makes it exciting to get up every day.

 

Why did you decide to enroll in Nonprofit Film School?

As the manager of our social media accounts, I look at a lot of data on what is performing well in our online communities. It's clear that our target market responds well to video. I wanted to learn more about making quality videos that will increase engagement on our pages and help convey our message.

 

HOW DOES EDUCATIONQUEST CURRENTLY USE VIDEO? 

We contract out our advertising video and large production projects. In-house, we do short videos that try to lighten the mood for students planning for college. We try to be fun but informative.

Most of our videos live on our YouTube page and get pushed out via our Facebook and Twitter feeds. We've started to use video in our social media ads, and I am excited to see where that takes our organization.

 

HOW HAS VIDEO WORKED FOR YOU?

In the last year, we started doing more videos and using those videos to promote specific company agendas. As a result, social traffic has increased 65% this calendar year and referral traffic increased 15%. 

Videos are not the only thing that affect our Organic Search Traffic (OST), but the power of brand recognition gained from the exposure is very valuable.

 

AFTER GOING THROUGH NONPROFIT FILM SCHOOL, WILL YOU USE VIDEO MORE THAN YOU DO NOW? WHAT KIND OF VIDEOS DO YOU HOPE TO CAPTURE?

I hope that we can do more with videos, work on telling more stories and engaging with our current users. We also hope to highlight staff more in our videos, finding ways to portray them as the experts they are and highlight their exceptional qualities.

 

WHAT HAVE YOU LEARNED FROM NONPROFIT FILM SCHOOL SO FAR?

The Story Arc has made me think more about how I can use it in our videos. We're planning some product demos, and I've been thinking about how to apply The Story Arc to those, since there's no existing personality or persona.

 

Which courses are you most excited to go through?

I am most excited about the Cameras & Equipment, Production and Post-Production Courses. I like technology, so it’s a natural interest of mine.

I hope to learn more about story structure. I think that's where I have the most to learn.

 

WHAT KIND OF CAMERAS DO YOU USE FOR MAKING VIDEOS?

We have a Canon XH-A1s that we use. I have a few Nikon DSLRs that shoot video. And I always have my iPhone :)

 

HAVE YOU EVER HAD ANY LESSONS IN VIDEO MAKING?

Photography, yes. Video, not really. I've read a lot of blogs and books. I'm pretty good at learning anything given the time and resources.

 

Why is Nonprofit Film School worth your time and resources?

The value we have seen from our current videos is what makes Nonprofit Film School valuable. I've seen videos provide an increase in our key metrics — so more and better videos should produce even better results!