Focus on: YouTube

Tips on how to benefit from the video-sharing website, used by organisations such as Refuge for its partnership with the beauty vlogger Lauren Luke

Partners: Refuge and Lauren Luke
Partners: Refuge and Lauren Luke

Charlotte Beckett, head of digital at The Good Agency, looks at how charities can use YouTube to their advantage

I'm sure you've heard the jaw-dropping YouTube statistics by now: 100 hours of video are uploaded to the website every minute and more than six billion hours of video are watched each month - that's almost an hour for every person on Earth.

Charlotte BeckettWith YouTube's premium features forming a key part of Google For Nonprofits, which was launched in the UK this July, this is the perfect time to start making the most of the platform.

But with so much content being posted, how can charities build an audience? Here are some tips:

- Make the most of the free stuff. The nonprofit programme has some great features: the Google Wallet donate button, call-to-action overlay, live streaming and video annotations. Oxfam has set itself up brilliantly, with specific appeals, videos collected by theme, a donate call to action and a lively discussion section.

- Be searchable. Each video you publish has the potential for high search visibility on Google, so fill out every empty box: title, tags, description, category. Post new content regularly too - search engines love fresh content.

- Partner with video bloggers. Some YouTubers have reached celebrity status, with thousands of subscribers and millions of views per video. Use their influence to reach a mass audience. Refuge partnered with beauty vlogger Lauren Luke to highlight domestic violence and their collaborative video has been viewed more than 1.2 million times.

- Think like a TV station. There's no limit to the length of your videos; people are happily watching clips that are 25 minutes or even longer. There's also no limit to the number of new videos you can post. Be it episodic project updates from the field, as WaterAid did with The Big Dig, or the mix of video and infographics used by Plan UK for Take The Vow, regular programming will give people a reason to visit and keep coming back.


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