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Unfortunately, the old adage “if you build it, they will
come” does not easily apply to digital stories. Getting viewers to watch, and
share, your organization’s digital story requires more than just good
Fortunately, TechSoup’s recent Digital
Storytelling Challenge tweet chat gathered nonprofit video experts and
other experienced storytellers to share what works, what channels are best and
As the second largest search engine and the number one video
sharing site, YouTube is a good place to begin sharing your digital story. YouTube
was also a favorite because it offers a range of tools
for social benefit organizations through its Nonprofit Program.
another popular video sharing site, was recommended because its pro account
does not impose a time limit on videos. Facebook,
which many organizations already have an audience on, is also recommended for
One pro tip was to use Blip.TV, a video-uploading site that
gives users the added option to syndicate their content to other channels. It
is also worth noting not to overlook the obvious – post your digital story to
your organization’s website. Posting digital stories on your organization’s
fundraising page is a good way to visually connect to why donations matter.
A good video will get shared but with so much information
vying for our attention online it is still worthwhile to make an effort to
share. Never underestimate the power of a direct ask – reach out to people and
organizations in your network. Ask others to share personally, one-on-one, or
socially, through social networks like Facebook and Twitter.
blog is another overlooked platform – a digital story can be embedded in a post
with an appeal to share. It’s also worthwhile to partner with influential
bloggers and online community leaders to get your video shared across networks.
If you’re using YouTube to share your video,
the call to share can be made through video
annotations. Finally, and most importantly, make your video easy to share
and give your supporters wide latitude to “speak in their words about your cause.”
On the technical side, guaranteeing the widest distribution
of your digital story requires understanding optimizing
your video for search engines through tagging. Adding descriptive tags to
your digital story increases its chances of appearing prominently in search
engine results. When deciding on keywords it helps to not only consider the
content of the video but terms your intended audience might use to describe and
look for your video.
Experts on the chat also advised using keywords that
tapped into topics that are popular and relevant. Keywords should be
employed in a story’s description and its title. There are multiple places to
use keywords for digital stories, in metadata, descriptions, and titles.
in employing keywords to make strong,
relevant descriptions and catchy titles can go a long way towards helping your
video climb to the top of search results.
If you’re still in need of digital storytelling advice be
sure to refer to past TechSoup Digital Storytelling
Challenge educational tweet chat and webinar recap
archives and join the online Google
group for updates.
Susan ChavezOnline Community & Social Media Team, TechSoup Global@Susan_Chavez