Most Scottish heritage societies claim that they are attempting to attract younger members and yet few actually change the way they operate or market themselves. Rather than waiting for a younger person to stop by their table at an event or browse their website, the more successful nonprofits go where younger people get their information: TikTok, Instagram, and YouTube. They also produce their content in the format used by these online platforms: vertical videos. Plus, they create one-minute versions that reflect the way younger people consume their media.
Some of the reasons you may want to consider using these popular social media platforms are to reach a younger audience, increase engagement, showcase impact, offer membership, stay current, and create cost-effective marketing. Some of the best practices when producing your videos include understanding your audience, keeping it short and engaging, telling a story, engaging with your audience, posting regularly, keeping it vertical, using original content, and analyzing performance.
Glasgow-based professional content producer Derek Shields of DHShields suggests that you take your audience on a journey and tell them a compelling story. He uses a simple three act structure with the setup, the confrontation, and the resolution. He was contracted by the Clan Forbes Society to produce its first three one-minute vertical videos. Mr. Shields recorded the 2022 Clan Forbes Society Scotland Tour (see: Discovering Ancient Scotland | Clan Forbes Ancestry Tour 2022) and he is currently engaged as the primary Content Creator for the 2024 Edinburgh International Festival.
Is your Scottish heritage society producing short vertical videos for TikTok, Instagram Reels, and YouTube Shorts? Let us know by contacting Bart Forbes at cosca@bforbes.com.
If you are Delegate or Alternate of a COSCA Organizational Member, you can access the complete article with many more details here: https://www.cosca.scot/video-shorts
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