How to use short-form video as a tool for real change

Picture your thought process every time you’re scrolling through a feed. The videos that stop you in your tracks and grab your attention tend to be concise, dynamic and emotionally engaging. That’s the magic of short-form video. For charities and public sector organisations, these bite-sized stories are a golden opportunity to communicate your purpose without overwhelming an audience that’s already bombarded by messages.

For example, Refuge – a charity supporting survivors of domestic violences – uses Reels to highlight the personal stories of those they’ve helped. These videos give real faces to their cause, making it more relatable and (ultimately) more impactful.

Long-form content like in-depth reports or articles have an important place. But short-form video can act as the trailer, igniting your audience’s curiosity and pushing them to want more. This tactic is especially powerful for educational or social value campaigns. Public Health England has mastered the art of using short clips to tease extensive reports and infographics about pressing health issues, from mental health to pandemic guidance.

Short-form videos can whet your audience’s appetite for the ‘main course’. A short clip teasing the highlights of a new research report, some behind-the-scenes insights or a snippet of an impactful interview can direct viewers to a place where they can dive deeper through a compelling call-to-action.

The beauty of short-form video is its adaptability across platforms and devices. One well-crafted video can live not just on your website but on your Instagram, LinkedIn, Twitter, TikTok and YouTube. With multi-platform reach, a single piece of content can reach the masses without needing to reinvent the wheel. And in a world where budgets sadly aren’t bottomless, video lets you create something once and stretch its value for months to come across all your channels – all the while meeting your audience where they happen to be.

WWF is a prime example of an organisation that makes the most of its video content, repurposing 60 or 90 minute videos they upload to YouTube as shorter 15 second snippets on their TikTok channel. This is a really cost-effective way to not only repurpose your content but spread your message across multiple devices to the widest possible audience.

Think of short-form video as the modern version of word of mouth, only faster. With the simple swipe of a thumb, your audience can share, repost or tag their friends in your content. In the public and third sectors, we understand that the power of sharing isn’t just about visibility – it’s about mobilising support within communities. When one person shares your video, they’re introducing it to their own network. And each share brings new potential supporters who align with your mission.

Widely shared short-form videos can snowball into broader awareness, a petition or an influx of donations far more quickly than traditional flyers or posters ever could. Short-form videos encourage your audience not only to support your cause but to advocate.

We understand that producing short-form content doesn’t happen overnight, and in some ways it can be a more difficult art than producing long-form content. As Churchill famously said: “I’m writing you a long letter because I didn’t have time to write a short one.”

Crafting short-form content requires strategic thinking and creative expertise to produce something that delivers real impact. So, if you’re ready to harness this powerful tool and are looking for some creative or strategic guidance on how to get started, get in touch.