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How can your charity benefit from short animated videos?

  • Although many small charities work within a local community, you’ll recognise the importance of communicating your impact across as vast a landscape as possible.

    Increased awareness of your work fosters increased support, from the public, other political stakeholders and policy makers themselves.

    Increased support gives rise to boosted influence, better funding and stronger opportunities to continue your core efforts.

    Yet, when you’re concentrating on doing what you do best in the local community, it can be difficult to understand where your audience can be found, and how to encourage them to support your cause.

    Perhaps the true difficulty is entirely within that second part: thanks to social media, locating potentially sympathetic individuals has become easier.

    The problem is it has become easier for everyone, and getting the public to support you, specifically you, is a more nuanced challenge than ever before. With 90% of MPs active on Twitter, charities and campaigning bodies are rightfully heading to social media to communicate their messaging.

    Online, however, social media visitors aren’t settling down at a desk for the long read, ready to pay full attention: they’re scrolling through, passing by, stopping to get off the train, pausing to unpack a hurried lunch on a bench.

    You’ve got seconds to get people interested, to make them remember you, and you’ve got to do this knowing that they’re not reading but skimming. They’re glancing your way, and you need to make them look.

    This is why short animated videos work: they give us something to look at and remember.

    65% of us identify as visual learners, meaning we want to see what you mean, not read it, and with videos performing on Twitter six times better than images, we want to see something that can keep up with our impatient attention spans.

    With videos on social media autoplaying by default, the animation arrives on screen before the viewer has decided to scroll on, the message is shown, not told, and by finishing with a link to your website or campaign, the viewer is encouraged to learn more about the cause you’ve dangled intriguingly before them.

    Plus once you’ve got someone’s attention, you can pack much more information into a 20-30 second video than in a static image, or in a paragraph of text - at least in a paragraph that someone is going to finish reading.

    Animated content stands out in the jostling social media sphere, and utilises the best ways to achieve engagement. Such clips take care of engaging the larger crowd, and you can focus on the crucial local work.

    Joy Dempsey is a Sales Development Representative at Senate Media, helping charities and campaigning bodies to increase engagement with their key messages, using animation. Get in touch: visualcontent@senatemedia.co.uk