24.02.2025 Skills and knowledge
Video, Photo, or Text? What Really Works in Social Campaigns
KFi
Can ecology go viral? How can complex environmental issues be communicated in an engaging and effective way? A study by Wenye Mao and Yuko Nishide from Tohoku University analyzes two elements of narrative strategy: the type of medium (posts, posters, videos) and the mode of storytelling (individual vs. group).
illustration: DALL-EFor the study, published in Nature Humanities and Social Sciences Communications, the authors used an experimental methodology involving 359 respondents to determine which approach fosters greater engagement. The results show that narratives centered on individual characters generate more engagement than group-focused storytelling. However, the form of communication (text, image, video) does not significantly impact the results.
Individual Stories Engage More Than Statistics
One of the most interesting findings is the power of individual storytelling. The study confirmed the "Identifiable Victim Effect" (IVE), which suggests that people are more willing to help when they see a specific, individual story.
Examples of this strategy in ENGO (Environmental NGOs) campaigns:
- A photo of a single bird that died from a window collision generates more engagement than statistics about thousands of birds dying annually.
- A personal story of a volunteer who changed their habits is more effective than general appeals for an eco-friendly lifestyle.
The study`s data confirms that people are more likely to:
| Type of Engagement | Effectiveness of Individual Narrative | Effectiveness of Group Narrative |
|---|---|---|
| Seeking Information | Higher | Lower |
| Sharing Content | Higher | Lower |
| One-Time Donations | Higher | Lower |
| Volunteering | No Difference | No Difference |
| Changing Daily Habits | No Difference | No Difference |
While individual storytelling boosts short-term engagement (e.g., seeking information, donations), it does not influence long-term actions like volunteering or lifestyle changes.
Does Video Really Work Better?
Many environmental organizations increasingly rely on video as their primary communication medium, but is it really the best approach? The study shows that video does not enhance message effectiveness any more than static formats like posts or posters.
- Posts with images or informational posters are as effective as videos.
- There is no difference in the persuasive power of different formats.
- The dominance of TikTok and Instagram does not mean that video content always engages more than text and images.
Why is this the case? The authors suggest several reasons:
- Content overload on social media – users are overwhelmed with videos, making them less attentive.
- Static content is easier to process – video requires time and full attention, while image-based posts can be quickly scanned.
- Ecological issues require reflection – short videos may not provide enough depth for understanding complex problems.
Can Ecology Go Viral?
Based on the study’s findings, environmental organizations can apply the following strategies:
- Focus on individual storytelling – specific stories of people and animals engage more than abstract statistics.
- Do not overestimate the power of video – text and images are equally effective, so organizations should choose the medium based on the content rather than blindly following trends.
- Personalize the message – if the goal is to encourage one-time donations, individual stories work best. For long-term changes, additional strategies are necessary.
- Prioritize education and interaction – long-term change requires time and repeated actions, not just a single impactful message.
In the age of social media, one of the biggest challenges for environmental organizations is creating campaigns that "break through" to a wider audience. Experts suggest that individual storytelling can function similarly to popular social challenges, such as the Ice Bucket Challenge.
Instead of presenting global climate change statistics, organizations can:
- Engage influencers to share personal stories about habit changes.
- Introduce interactive challenges, such as "Plastic-Free Week," where participants share their progress on social media.
- Leverage emotions – for example, by showcasing specific stories of animals suffering due to human activity.
A New Approach to Environmental Communication
The study by Mao and Nishide demonstrates that engaging people in environmental issues requires a strategic approach to storytelling. Individual stories are more effective than general information, and the medium of communication is not as crucial as one might assume.
For environmental organizations, this means one thing: instead of investing in expensive video productions, it is better to focus on creating authentic, personal stories that resonate with audiences.
***
The full study, "Crafting the Messages for Environmental NGOs: How Narrative Medium and Mode Shape Different Engagement Levels" by Wenye Mao and Yuko Nishide from Tohoku University, is available in the Nature Humanities and Social Sciences Communications database.
COMMERCIAL BREAK
New articles in section Skills and knowledge
Computer-Assisted Reporting. Can algorithms replace journalists?
Bartłomiej Dwornik
Can algorithms replace journalists? This question keeps coming back, especially in an era of the growing role of artificial intelligence and automation. However, instead of painting apocalyptic visions of newsrooms filled with robots, it is worth looking at the tools that are already changing how information is created and analyzed.
AI Slop and Microtargeting. Why You Should NOT LIKE the Bread Horse
Bartłomiej Dwornik
"I grew this garlic chive all by myself on the windowsill. But I bet you won't congratulate me." Do you also see an influx of such posts in online communities? Be careful. This is called AI slop (or Boomer Trap), and it is NOT just a harmless game or entertainment. It is a well-thought-out mechanism in which the currency is you. First, your time and engagement. And soon, your money.
How ChatGPT, Google Gemini, and Other Large Language Models Work
Krzysztof Fiedorek
These powerful algorithms can generate text, translate languages, write various types of creative content, and answer your questions in a way that often feels like a conversation with a person. But how is it possible for a machine to mimic human intelligence so well?
See articles on a similar topic:
Writing for the Web. The 4x4 Rule for Content Optimization
Bartłomiej Dwornik
How do you craft a Google-friendly title, what’s the ideal article length, and how often should you use keywords? A guide for those writing for websites.
Visual Tricks. How to Influence People with Color, Shape and Composition
Bartłomiej Dwornik
The human brain supposedly processes images up to 60,000 times faster than words. Bright colors catch the eye more — but only under certain conditions. Few people can resist the "Apache Method," and a bearded man sells better. Here are some tricks for graphical-optical mind hacking.
Traditional Media Still Plays a Key Role in PR
Flor Calveiro
The latest trend research from Worldcom PR Group EMEA has shown that, despite the growing importance of social media, the position of "traditional" media remains steadfast and continues to play a key role in public relations activities.
Max Weber's Theory of Political Sociology
Krzysztof Dowgird
Max Weber, a German sociologist who lived from 1864 to 1920, was undoubtedly the greatest non-Marxist sociologist of political relations. He had a tremendous and enduring impact on many branches of social sciences, including the sociology of political relations.
