How do I create a video that engages an audience around my cause?


Story based strategy methods provide a framework for social change. Capturing the story of a person or a group of people can help to dwell on important topics. The use of videos can set the stage for  people to begin talking about a topic of concern and brainstorm possible solutions.

Here are 4 things you need to know to augment the power of video storytelling.

  1. Involve your audience. Your message can be perceived as more genuine when you have community leaders presenting the message or the information about the program or call for action. This can help to connect the audience with the presents/speakers of the video. In a non-profit organization it should come from community leaders making the change or interview the people who have benefited from the organization and ask them to share their stories. You also want to keep this question in mind: Whose voices need to be heard? Here is an example of a video that illustrates this concept, ensuring their voices are heard and sharing their story with a call for action.

Fingers to the Bone: Child Farmworkers in the United States

2. Framing the problem. The question of framing the problem is very important when creating the video. Create a standard call to action video that conveys a clear message about your organization.

3. Using other social media tools. Other social media platforms such as Twitter can help increase campaign awareness. The use of hashtags will be important to categorize your message among many users. Sharing your video in platform like Twitter can increase campaign awareness and followers.

The video#ChangeTheMcStory Support the #Fightfor15 is an example of using several social media tools to increase campaign awareness.

4. Upload your video to Youtube. Youtube is a powerful multimedia-sharing platform. About three-in-ten online adults (31%) posted a video to a website in 2013. YouTube is the second-largest social networking site, behind Facebook. For more tips read the Youtube Nonprofit Playbook Guide that offers other best practices to make your videos successful.


6 thoughts on “How do I create a video that engages an audience around my cause?

  1. Great post ,
    It’s interesting that engaging community leaders effect on the effectiveness of the message in our video , and I do agree with the Twitter’s ability to help increase campaign awareness

  2. What a thoughtful post!

    Here are my thoughts:
    (1) I completely agree with your approach in thinking about the audience first and brainstorming who might be some influential figures to be included in the video. Yes, the people we capture on video do not have to be famous/popular; perhaps, it might be better these people, sharing their stories, are like the audience, giving more power to the message being disseminated.

    (2) Clearly stating the problem is a necessary step to approach and resolve any problems.

    (3) I think your Point #3 is the heart and soul of multimedia, using other existing social media tools in parallel with videos to send messages to the public.


  3. great post. it was very clear and to the point. I liked the videos you included to persuade your audiences. My only suggestion is to include more elaboration for each step and provide more examples.

  4. A nice clear and informative post. Your posts always have great content! I like your use of the feature image and the two great choices of videos. I was pretty shocked by the child labor video which I clearly don’t know enough about. Thanks for that!
    Another good job Maria.

  5. Great job! Your post is easy to read with informative tips. I think the most important tip is framing the problem. Why is problem ‘X’ an issue? Are there barriers in solving said problem? What can be done about it? As you said creating a call to action will make your message clear and your overall goal won’t be lost to a jumbled mess of ideas.

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