Infographic: Preparing government for successful communication in 2020
by Hillary Lang
“I think video is a megatrend, as big as mobile.” —Mark Zuckerberg, Facebook
Midway through 2015, mobile video plays exceeded 44%– up 74% from 2014 and 844% since 2012. So what does successful government communication of the future look like? It looks like creating content for video. 93% of marketers use video for online marketing, sales or communication because video can be used in multiple ways: embedded on websites, email campaigns, training, customer communication and more.
First, let’s take a look at our infographic below outlining how far content communication has come since the internet first started:
Now, start asking: what can your department do?
Well, to get the ball rolling, let’s take a look at what successful video has done for different departments all over the world:
The United States Geological Survey’s (USGS) Facebook videos
In 2009, the USGS joined YouTube to allow the public to be more involved in their work. But since 2011, the USGS is more active on Facebook.
Looking at their current Facebook videos vs. YouTube videos, we see that their Facebook videos reach thousands of people (most recent video reached over 9,000 for one video in two weeks) while their YouTube page is slowly losing traction (all videos from previous two weeks show less than 1,000 views). This is directly because Facebook is used more daily and has the power of auto-play videos.
The UN and UK Government’s use of Instagram
In Februay 2016, the UK government and the United Nations partnered with Instagram to produce a video series where delegates could explain the efforts around the Supporting Syria and the Region Conference.
First of all, Instagram (and its posts shared on Facebook) is a fantastic source for government to be displaying their content. Better cameras and social media apps on our phones are helping us share more personal stories quicker.
Second, look again at the number of people reached for this video alone- over 20,000. People scrolling through their timelines and seeing government discuss what it’s doing and why- this level of transparency cannot be ignored when it comes to the future of government departments.
And probably my personal favourite:
USA.gov on Snapchat
After realizing the USA.gov audience was generally 40 years or older, the marketing team decided recently that Snapchat was the right place to engage with Millennials. Furthermore, USA.gov wanted to be more relatable, fun and personable, so, the team decided to create a mascot for Snapchat: “Presidential” rubber duckies. These mascots are used to informative and funny stories – one recent example was a video and photo story about the new $20 bill from the Department of the Treasury.
However, the use of the mascot depends on the content. Often, the team shares immigration information, emergency preparedness, and or other services found on the USA.gov website. To ensure that everyone can view the material, even after it has disappeared from Snapchat, they upload the video to their website, their Snapchat Stories playlist on YouTube, or other social media platforms.
Videos may not be a priority for every department (yet), but they do engage citizens and get content out quicker and more actively than graphics, memes, print or TV ads.
From April 2015 to November 2015, the amount of daily video views (on average) through Facebook doubled from 4 billion to 8 billion.
And as evidence suggests, it’s only going to get bigger.
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