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Short-form video content – typically, videos under 60 seconds in length – is rapidly becoming the most popular format across all social media platforms. Designed to deliver impactful messages quickly and effectively, it is a powerful way for charities to significantly boost their online presence.
These short videos are quick, engaging, and crafted to grab the viewer’s attention within seconds, making them an ideal tool for storytelling, awareness campaigns, and audience engagement in the digital age.
So what’s stopping you from making short videos? We recognise many people may feel uncertain about creating short-form video content – whether that’s because they believe they do not have the skills to create good-quality content, are unfamiliar with the format, or are simply camera-shy. The good news is, it’s much more achievable than you might think!
73% of consumers say they prefer short-form content, and short videos typically receive 2.5 times more engagement than long-form videos. Tailored for today’s fast-scrolling culture, videos often act like trailers – piquing curiosity and encouraging viewers to dive deeper into the full story and share with others.
Creating this type of content for TikTok, or reels for Instagram and Facebook, can help you reach a broader audience and achieve higher engagement rates, especially with younger demographics: 57% of Gen Z prefer learning about products or services through short videos.
The most underrated advantage of this format? It’s not as difficult as you might think! Short-form videos are quick to produce and require minimal equipment. Many organisations create high-performing content using just a smartphone – no need for expensive gear or professional lighting. It’s a cost-effective, in-house solution that offers maximum impact with minimal effort.
1. Research is key
Take a look at what other organisations are doing and think about what makes you stop scrolling. Use other people’s content as inspiration, take the parts you like from it and make it your own.
2. Be open to learning new things
Filming doesn’t come naturally to everyone – and that’s okay! Your first attempt won’t be perfect, but don’t be disheartened. Practise with friends and family, or take a look at the free online webinars at the end of this article.
3. Know your audience
Understanding your audience is so important. What is attractive to younger audiences might not resonate with older audiences. Try and find out what best suits your audience and their social media patterns. Social media content in any form takes some trial and error. What works for one organisation might not work for you, so understanding your audience is key. Look at engagement analytics on your social media platforms to help guide you.
4. Know your platform
Understanding the specific requirements for each platform is really helpful. TikTok, Reels, and Shorts all prefer vertical (9:16) videos, but their audiences and purposes differ. TikTok audiences are younger than Instagram’s Reels. Reels boost discovery, while Instagram posts target existing followers. Shorts have a huge reach via YouTube and easier to find through internet searches. This article from Intellifluence could help you weigh up the pros and cons of each channel.
5. Make it easier for yourself
You don’t need fancy equipment or editing software. All you need is a smartphone and a free editing tool such as Canva or CapCut. Do bear in mind any issues with copyright – both your own and other people’s. It’s always advisable, for example, to use the platforms own music.
6. Keep it concise
The shorter the better – audiences are more likely to watch the whole thing if it is under 90 seconds. Stick to one theme or message per video.
7. Plan how to tell your story
Ninety seconds may seem short, but with a clear message or script, it’s enough. Use visual storytelling—like images with voiceover—or text overlays (where text is laid over an image or video) to deliver your point efficiently. Captions or subtitles are also important to make your posts accessible without using extra screen time.
Use a call to action in each post to boost engagement. For example, asking viewers to like and comment, asking a question, or asking for volunteers.
8. Have fun with it!
This is the most important thing of all! Social media users respond best to personable content. If a viewer relates to your content, they are much more likely to get involved with your cause, whether that’s sharing information from your social media channels, donating to your charity or volunteering for you.
The key takeaway? Short-form video doesn’t have to be intimidating. It’s far more accessible than it might seem, and you don’t need a big budget or professional studio to make a meaningful impact. With a bit of research, a willingness to experiment, and a touch of creativity, your organisation is more than capable of producing engaging, informative content that connects with your audience and furthers your mission. Remember: passion and purpose always shine through.
Short form video content for arts organisations: This webinar is aimed at arts organisations but the principles and skills covered can be applied to your organisation.
Making the most of your resources: A webinar focusing on in-house content creation
Accessibility in short-form content: Ensuring your digital content is accessible to people with a variety of differing needs
Article by Ellie Hawes
Photo by Jon Sailer on Unsplash
Find out about local volunteering opportunities and keep up to date with local events & fundraising news by subscribing to one of our bulletins.