Video content is all around us, creating an entirely new space by which information can be communicated. While the private sector has capitalised on this new form of communication, the public sector is still catching up. But with the ability for information to be readily available to all people, citizens have now entered a new form of interaction with the public sector. Citizens expect a partnership with the public sector, and video can create a personable and engaging interaction between the public sector and its audience.
Why Video is invaluable for the public sector?
Building trust
Video always for a more personable approach to disseminating information. Videos create a more authentic and transparent form of communication that helps build trust for the viewer.
Communicating at scale
Video creates a very reliable form of communication, whether it be a large community or a specific set group. Moreso, subtitles and audio descriptions mean video is more accessible than previous forms of large-scale communication.
Information at the click of a button
We live in a time where all information is easily accessible, from wondering what last night’s football game score was to find out exactly what goes into your favourite biscuit. A digital-savvy public expects communication to come to them just as easily as everything else. With video, a quick link is available, and you can expect your viewers to retain 95% of what they watched versus just 10% when reading.
Drive and improve public engagement
Video is exceptionally effective at creating an engaged audience, as it can be streamed from any device, in any location, for your entire audience. If you are looking to improve your engagement, video is the first place to start expanding into.
What to bear in mind when creating public sector videos
As you have seen, video is definitely a key marketing tool for the public sector, but there are a few things to consider. The first is GDPR (General Data Protection Regulation) which protects the privacy of individuals. This means making sure you are considering who it is you are filming and that you have the consent of anyone who is in your video, and making sure the platform you are using explains their use of viewer data. Another thing to consider is the accessibility of your videos. As explored above, audio descriptions and captions create an inclusive form of communication. This isn’t everything you need to consider, so it might be useful to outsource to a marketing agency with experience in the public sector who can make sure you are producing a video that complies with all regulations.
What style of videos are typically used in the public sector?
Video or animation can both lend themselves to the public sector in their own unique way. Animation can be great in getting the public on your side as these can often be humourous, especially if you are targeting a younger audience. Here is a great example we did for the NHS targeting parents and young children on how the covid vaccine works.
As we mentioned, both forms of video can lend themselves perfectly depending on the message you’re trying to get across. Video production can be great if the message is important and serious. If you are filming people, this lets you convey emotion and body language much more effectively.
Campaigns & Promos
These types of videos allow for goals to be shared with the public, often allowing for a specific face or idea to become associated with a specific campaign.
News and Information enriched videos
While information is all around us, being able to find the truth is actually quite hard. Creating videos can help inform the public in a new and exciting way that can easily be missed in an email or public announcement.
Events & Conferences
From recording the entire event to helping keep the audience engaged throughout, videos are a key part of events and conferences. They allow people to experience an event, especially considering the fixed capacity for most.
Case Studies
An emotive and transparent case study video is something that people will share. They offer the ability for your audience to step into your world and begin to trust your campaigns.
Video content is adaptable for the public sector and is an effective way to communicate information. If you are interested in what video can do for you, consider reaching out to Capsule. We are an experienced full-service digital agency that can help you engage your audience in a new way.
