Video content has revolutionized how federal government agencies engage both internally and externally. Whether it’s a public service announcement on emergency preparedness, an internal informational video, or a heartfelt story highlighting your agency’s achievements, video content can reach and resonate with audiences in a way that other mediums cannot. Because of this, you need to be as thoughtful and mindful as you are strategic when developing your video content.
If you’re a federal government agency looking to tap into the power of video, here are effective strategies and tips for engaging.
Research your demographics. Understanding your agency or stakeholder’s demographics is essential to creating a successful video. Knowing everything from your audience’s age to their preferred language and geographic location can help you tailor your messaging, making the video engaging and relevant. If you don’t already have this data, you can gather it through surveys and social media insights.
Don’t just inform—tell a story. Storytelling is a powerful tool for creating an emotional connection with your audience. When done correctly, personal stories, agency achievements, and shared challenges can all be woven into compelling narratives that touch your employees and engage them more with your message. To make your content more relatable and impactful to your agency, feature local stories, issues, organizations, and voices.
Consider the language you use. In other words, talk to your audience in a way they’ll understand. You want to avoid overwhelming them with jargon and terms they don’t use daily. If your subject matter is informal, level with the audience and speak as plainly as possible. If it’s more serious, use messaging that evokes that feeling but isn’t too difficult to understand.
Make all your content accessible. Communities are diverse, so your videos should be accessible to all. You can ensure this by adding subtitles, dubbing, and producing bilingual videos if relevant. Doing this allows your message to reach a broader audience and includes those with disabilities and non-English speakers. In most cases, sign language interpretation can also be beneficial. You’re covering all your bases and ensuring the community can engage with your content.
Know where, when, and how to post. If you’re utilizing social media to promote your content, you should know that each platform caters to different demographics and has unique user bases and engagement styles. For example, YouTube is popular with people of all ages. However, Boomers favor Facebook and LinkedIn, while Millennials and Gen Z prefer Instagram. Those are just some platforms on which you can distribute your content. Choosing the right platform depends on your community’s preferences and habits. In other words, ensure they’re on the platforms you plan to use.
Federal government agencies aiming to build strong connections within their departments and communities must prioritize understanding and engaging their audience. Creating videos that resonate with their target audience helps these agencies convey their messages effectively, fostering trust and transparency. If you need help creating content that resonates with and reflects your community, work with a professional government video production company in DC to get the job done right.
