You may have heard this buzzing around the web but online video (spoiler alert) is kind of a big deal.
In 2009 only 14 percent of users reported that they posted video content online. That number has since spiked to just over 31 percent according to the Pew Research Center’s Internet & American Life Project. Pew attributes the more than doubling in online video creation to increased popularity of video sharing platforms like YouTube and Vimeo as well as the proliferation of microvideo sharing apps like Vine and Instagram.
While none of this news is exactly shocking, it does point to a fundamental way in which online video-based messaging for advocacy is going to need to change in the near future.
Traditional advocacy campaign videos have shared their message with the hopes that viewers, being receptive to the stories, will reach out and engage through action and support. While that’s well and good, these statistics suggest that now, more than ever, people are ready and willing to create their own content.
Why not harness the power of this burgeoning trend and use it to bolster advocacy messaging? Rather than making outreach, engagement, and participation the last steps of your campaign, perhaps it’s time to start making them the first.
We’re certainly creating video content here at the Hive. What about you? Link us to some of your best Vine and Instagram videos in the comments below.