Video, Photo, or Text? What Really Works in Social Campaigns

illustration: DALL-E

For 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.

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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.