How videos can be used in social marketing to change behaviours, save lives, money and resources

Posted by TeamPC on 25 Sep 2017

How videos can be used in social marketing to change behaviours, save lives, money and resources

When was the last time you watched a video on your tablet or phone? The chances are within the last 24 hours you will have downloaded a film of some sort – whether that be on the way home from work, on the train, waiting for the bus, or in the comfort of your own home.

Appealing and highly accessible – video can be an integral element of a social marketing campaign

We are all consuming more online content and preferring this medium to other more traditional marketing approaches.  So why does video work so well and connect with people’s needs and mindset when used within a social marketing framework? 

According to the latest research, videos are 12 times more likely to be viewed than text is to be read. Why?  That’s down to a number of factors. 


Firstly, our brains are engaged by movement, it’s also very efficient in delivering a large amount of data in just a few minutes, whereas it might take hundreds of words to convey exactly the same thing. 

Speed, volume and excitement combine to create a story that connects

In the context of a social marketing or a healthcare advertising project, video can be highly influential, leaving a long lasting impression on a target audience.  The below film is one example that shares with the audience the impact on one persons life of a social marketing intervention.


The possibilities are exhaustive

It’s not just in the healthcare sector where video can prove to be an effective delivery tool.  Think about what it might do in terms of inspiring youngsters to aim high in life and work, should they see their sports idol giving an inspirational talk on the importance of education, or giving their personal tips on, say, healthy eating?  The below film, from an inner city school - has the power to break down barriers and raise aspirations…if he can do it, why can’t I!?


Video is a powerful marketing tool that uses visual excitement and energy to build belief.  It’s definitely worth considering.


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