“Aida?” No, not the opera! Please bear with me, and read on …
Video production is a great way to tell stories, to inform, and especially to rally support for various causes. One method that significantly enhances video narratives is the AIDA model.
In the broader context of marketing, the AIDA model has been a pillar of effective strategy for well over a century. It’s a tried and tested formula that drives customer behaviour, guiding them from awareness to the point of purchase.
Each stage — Attention, Interest, Desire, Action — signifies an important step in the customer’s journey, presenting opportunities for marketers to influence decision-making.
It’s also a great tool for video production. So let’s have a look at each of these steps in a little more detail:
Attention! ( Made you look! )
First impressions count. The initial few seconds of your video production can determine whether your not-for-profit message will sink or swim.
This stage is the ‘Attention’ stage, the A in AIDA. It’s about great visuals, compelling stories, or thought-provoking questions.
Consider opening your video with your most compelling visuals. This will engage viewers emotionally, making them curious and eager for more. And remember, high quality is king – ensure you use visually appealing images and clear audio for maximum impact! If you have the opportunity to conduct A/B tests, try different shots to figure out which one works best.
Imagine a not-for-profit organisation dedicated to providing clean water to communities who normally have no access. They’re creating a video to raise awareness and funds for their mission. In a world saturated with content and causes, how do they ensure their message cuts through the noise?
One way to capture immediate attention could be starting the video with a shocking statistic: “Did you know that one person in three, globally, does not have access to safe drinking water?” This statement not only surprises viewers but also emphasises the gravity of the problem.
Alternatively, the video could open with a compelling real-life story. They could introduce a child from a community they serve, who previously had to walk kilometres every day for a single jug of water. This personal, relatable story is likely to resonate with viewers emotionally and spark their interest in the solution the organisation offers.
The aim here is to quickly draw viewers in and give them a reason to keep watching. The ‘Attention’ stage is critical in setting the tone for the rest of the video and paves the way for the subsequent ‘Interest’ stage. This approach ensures the organisation’s important message doesn’t get lost in the crowd.
Interest ( Sparking curiosity )
Once you’ve grabbed the viewers’ attention, it’s time to ‘lock in’ their interest. This stage involves presenting complex ideas in an easily digestible format without overwhelming your viewers.
What about translating difficult data into user-friendly information with plain language and great storytelling? Sharing stories of how your organisation makes a real difference can also interest viewers. Keep your narrative relatable and engaging – that’s the trick.
In the Interest stage, we’re essentially trying to ensure our audience stays invested in our video after their initial attention has been captured. This often involves presenting information or telling a story in a manner that’s both engaging and relatable.
Take, for instance, a video produced by an organisation that’s launching a new sustainable product. After grabbing the viewer’s attention with an awesome opening shot or a provocative question, it’s now time to pique their interest.
In this stage, the video might introduce the product, explaining what it is and why it matters. But instead of merely listing features or facts, it could show the product in real-world situations, highlighting how it can make a tangible difference in the viewer’s life.
Alternatively, the organisation could draw the viewer in by unveiling the story behind the product. This could include the challenges faced during its development, the team’s passion and determination, or the community’s involvement, thereby humanising the product and making the audience feel more connected to it.
By providing context, a relatable narrative, or showcasing the product in action, the viewer’s curiosity is fueled, and they are more likely to continue watching to learn more.
Desire ( Emotional engagement )
After sparking interest, let’s stoke their desire. It’s about making viewers deeply care about your cause and what your organisation is doing to effect change.
Here, think powerful storytelling that evokes emotions. Real-life success stories showcasing the impact of your work can stir viewers. The aim is to make them want to participate in and contribute to this positive change.
This is where we want our viewer to form an emotional connection to the subject, evoking a powerful feeling that resonates at a deeper level.
Imagine, for instance, a video made by an environmental NFP aiming to promote tree planting. They’ve grabbed attention with stunning visuals of forests and engaged interest by explaining the importance of trees for our planet. Now, it’s time to cultivate desire (as well as trees).
In this stage, the organisation could choose to present heartfelt testimonials from individuals whose lives have been positively impacted by their work. This could include a family who now has a steady income because of sustainable agroforestry practices, or a community that has seen their local ecosystem revive thanks to tree planting.
These personal, impactful stories make the cause relatable and real to the viewers, moving them at an emotional level. By seeing the direct impact of the organisation’s work, viewers are likely to feel a strong desire to be part of such positive change. They may start imagining a greener, more sustainable future, and how their involvement can help make that vision a reality.
Action ( Propelling advocacy and support )
The second ‘A’ in AIDA – the Action phase – is where we encourage viewers to act, whether that’s by donating, volunteering, or spreading the word. The ultimate goal is to transform passive viewers into active supporters.
A clear, compelling, and easy-to-follow call-to-action (CTA) at the end of your video content can do wonders here. Whether it’s guiding them to a website, a phone number, or a social media page, give your audience the tools they need to spring into action.
The CTA could be presented visually, perhaps with a clickable link, and verbally, with a voiceover urging viewers to “Sign up for a free trial today and experience the difference!”. Additionally, they might include testimonials from satisfied customers who’ve already taken this step, further reinforcing the viewer’s decision to act.
In essence, the ‘Action’ stage is about providing a straightforward and enticing path for viewers to move from passive interest to active engagement. By making it clear what step you want them to take, and making it as easy as possible for them to take it, you significantly increase the likelihood that they will indeed take action. Also (of course), the simpler the action, the more likely someone will take it.
In summary, then, the AIDA model is a valuable tool for creating not-for-profit video production content that not only grabs attention but also fosters emotional connections and encourages action. As dedicated professionals in communication, this method can significantly amplify your message, leading to increased awareness, support, and change for your cause.
Ready to take your videos to the next level with AIDA? Let us know how we can help.
If you enjoyed this post, why not check out one of our other awesome blogs: Introduction to Not-For-Profit Video Production, Mastering the Art of Interviews for Not-for-Profit Video Production, Knowing Your Audience. More information about our Not-For-Profit Video Production offering can be found here.
The Jasper Picture Company is a Melbourne Video Production Company that has been creating content for businesses, not-for-profits and governments across Australia since 2014. We also are one of Melbourne’s leading live-streaming companies. Please get in touch if we can help you achieve your marketing goals.