The public is a diverse audience composed of various cultures, experiences and literacy levels. Government agencies that want to reach them have the challenging task of making important messages accessible to all.
But there’s one excellent lever: Most audience members are heavy consumers of video content on social media. If an agency wants to reach many people, fast, one of the most impactful tools it has on hand is video.
Our DC-based video company has helped several high-profile government clients like the EPA and US Department of Defence better communicate policies, programs and services, by developing high-quality video explainers — short, digestible videos that break down complex topics in an easy-to-understand way.
We’ve seen firsthand how high-quality video production can impact government communications, and watched our work help people relate better to the important policies and regulations that affect their lives.
In this article, we’ll break down:
- What is a public policy video?
- Why government entities should use video.
- How do you explain government policy?
- What makes a good government policy video?
What is a Public Policy Video?
A public policy video is a strategic communication tool designed to inform, educate, and engage the public about specific government policies or regulations.
These videos come in various formats, such as informational overviews, instructional guides, and even animated explainers. The primary goal is to break down complex policy details into easily digestible content that can reach a broad audience.
3 Reasons Why Government Entities Should Use Video
A study by the University of Michigan found that video was on par with face-to-face communication in terms of building trust. Furthermore, online video is one of the main formats of content consumed on the web.
These two facts make video indispensable to organizations wanting to build trust with a wide audience, and that includes government agencies.
Here are a few more reasons why government entities should make use of video:
1. Video is more accessible
58.4% of the world’s population is on social media, and most reward video content with greater visibility and reach. This makes it easy for a diverse audience, including those of various cultural backgrounds and abilities, to access important information quickly and conveniently.
2. Videos improve retention
Videos capture attention more effectively than static formats (which is why it’s so widely used in the education and elearning industry). People tend to remember information better when it is presented in a multisensorial manner. Videos combine audio and visual elements, cementing complex policy details in viewers’ memories.
3. Videos are more shareable
People are 52% more likely to share video content than social posts and blog posts. The resulting network effect increases the likelihood of the message being spread widely, reaching a larger audience quickly.
How Do You Explain Government Policy?
Democracy requires governments to make policies as transparent and understandable as possible to all. Applying the following techniques can help:
1. Keep it simple and accessible: Use simple, straightforward language free of jargon and acronyms. Define any necessary technical terms in plain speech and keep sentences and paragraphs short so the content remains easy to digest.
2. Use storytelling techniques: Illustrate policies and regulations with relevant examples, analogies and stories. Relating abstract concepts to real-world scenarios helps broader audiences understand how policies are intended to work in practice. Visual aids like charts and infographics can also help explain complex data or processes.
3. Emphasize the outcomes rather than processes: People will always want to know how a policy may affect them rather than legislative details. Make it clear why an issue should matter to the viewer and how the policy aligns with priorities like their health, security or opportunity.
4. Make the goals clear: Highlight the goals of a policy and concrete results it aims to achieve in a way anyone can grasp. If necessary processes must be outlined, keep descriptions brief and avoid bureaucratic minutiae.
5. Address common objections and misunderstandings: Acknowledge reasonable concerns that some citizens may have based on past experiences or preconceived notions. Showing you understand the perspective of skeptics helps address distrust upfront.
6. Interview subject matter experts: Include short sound bites from policymakers, administrators, advocates, and other experts who can speak to the nuanced goals and impacts of the regulation. This lends credibility and answers questions beyond a basic level.
What Makes a Good Government Policy Video?
Government policies often involve complex issues that can confuse or overwhelm citizens if not presented accessibly. Anything that makes a government policy video simple, easy to act on, and memorable, is a positive attribute. The proven ways of establishing this accessibility are:
1. Clarity and conciseness
The best-performing videos are usually short, with the ideal length being under one minute, according to research. With limited time, an explainer video should have a tight focus and stick to conveying one main message or objective, rather than trying to cover multiple policies at once. Bombarding viewers with too many facts and new concepts risks confusing or overwhelming them.
2. Visual aids and infographics
Use visual elements to complement the spoken message, aiding in the viewer’s understanding of complex information.
3. Relatability
Include examples and scenarios that the audience can relate to, helping them see the real-world application of the policy. Including anecdotes from people representative of the audience can bring policies down to a personal level that inspires connection.
4. Professional production quality
Government agencies have more pressure than other types of companies or nonprofits to be unimpeachably trustworthy. High-quality video production can get you halfway there, boosting the credibility of your message and maintaining the audience’s attention.
Hire The Leading Government Video Production Company in DC
Dozens of government agencies like the Pentagon trust Rock Creek Productions with everything from scripting to video post production in Washington DC. With decades of experience serving federal clients, we understand the unique requirements and specifications of government video projects.
Our video production services in DC are tailored specifically for agencies seeking professional, compliance-vetted output.
Have an important message for the public? Contact us today!
