Best practices for video at each stage of your Catholic audience's journey

What length should my video be, and what should the content be like? The short answer is “it depends.” Gone are the days when videos had to be under 90 seconds – there are times when the video can, and should, be longer.

The video length and content hinges on where your audience is in their journey with your organization. I like to use the route laid out in the book the Buyer’s Journey. Even though your organization may not be selling anything, the journey describes any decision-making process, including whether or not to attend your church, volunteer with your nonprofit, or otherwise engage your mission.

There are three stages to the Buyer’s Journey - Awareness, Consideration, and Decision.

• 00:41 Awareness Stage

• 01:51 Consideration Stage

• 03: 22 Decision Stage

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Katie Rutter is the COO of Hundredfold Video. She has received multiple awards for her work, including the highest honor of the Cardinal John P. Foley Award by the Catholic Media Association in 2023, a nomination for a Chicago/Midwest Emmy in 2021, and being declared Video Producer of the Year in 2018 by the Catholic Media Association. Subscribe to our newsletter to receive our video Mission Driven Marketing tips in your inbox every month!