Wanting to inspire change is the main motivator behind advocacy videos. This means that advocacy videos are created for a specific reason and that is to motivate change. Video is a powerful tool to use for advocacy, as it allows you to reach a large but targeted audience quickly and effectively. Moreover video is a great means to engage your audience and inspire change.
Advocacy campaigns are all about bringing about change whether in policy, law, or people’s behaviour. Video is used within these campaigns to capture attention, spread awareness and understanding, and to inspire change. These advocacy campaigns can encompasses a wide variety of causes from fair wages to human rights to prevent animal testing.
Using video as a targeted tool to inspire people to create change is what is called video advocacy. It can be an immensely effective tool. Video is a clear and efficient way to convey information of an idea or issue to many people regardless of location.
One of the most effective ways of approaching video advocacy is with a personal story. Share a story of the people you are talking about or the story of someone who is/will be affected by the change you are promoting.
An advocacy video is not about publicity, awareness, or education. Rather to be effective the advocacy video needs to focused on a specific set of objectives which will inspire the target audience to create change. This means that you need to be abundantly clear why this issue matters to your audience, and clearly relay what you want the audience to do about it. Make sure that you communicate to the audience what steps they need to take to affect change.
- Use a story to engage audiences to create change. By involving them in your story, they will be more likely to act on your call to action, and the change you wish to create. Human stories are emotional and that connection can motivate action
- Have a clear call to action. In order to ensure that your advocacy video services its purpose to inform and compel people to action, you must provide an action component (call to action) and make the viewer feel like they can create change.
- Have a clearly defined audience. This ensures that your video is appropriate for and understood by your target audience. Make sure that you are framing your message in the most effective way for your audience.
- Keep it short and simple. The success of your video relies on the people’s willingness to watch it, so don’t make it harder for them to click to watch. By keeping it short you are encouraging people to click – you are only asking people to commit a few minutes of their time.