Strategies for social video success

Strategies for social video success

How to commission/produce videos that get shared on social media and have an impact

Facebook generates 8 billion video views/day. But how do you commission videos that will get widely shared unless you have a Hollywood budget?

Learn the secrets behind why videos are shared and how to reach a much wider audience. You will leave with an understanding of current opportunities for online video and practical ways to increase your impact without increasing your budget.

Topics covered:
  • Current trends and styles in online video
  • Pros and cons of YouTube, Facebook, Twitter, Instagram and Vine
  • Developing briefs for shareable videos
  • Opportunities for in house video
  • Video advertising and seeding
  • Measuring and reporting impact
campaigners, fundraisers, media officers, digital experts, communicators, designers, etc.
£400 (including lunch)
Oxford, UK
Export event to your calendar.


By 2019 video will account for 80 percent of global internet traffic. While many organisations recognise the huge potential for online video, often they don’t have the expertise to take advantage of it. Videos are commissioned that are professionally produced and meet the brief, but fail to be widely shared.

The truth is that the online video landscape is changing so quickly, styles of video that may have worked a few years ago no longer gain traction on social media. The good news is that if you understand the new world of social video it is possible to produce highly shareable video content without a huge budget.

In the two weeks of the recent Paris climate talks Richard produced videos that were viewed over 10,000,000 times and grew the New Internationalist Facebook Page from 28,000 to 68,000 Likes. The viral video “Undercover police crackdown on freedom of speech in Paris” was alone shared more than 140,000 times on Facebook.

In one day he will explain the creative approach he used to achieve these results and practical advice on how you can create more shareable video content.

By the end of the day you will understand how to take advantage of online video in a strategic way.

The course is perfect for those working in digital strategy, communications, social media and others involved in commissioning or producing videos in house.


Strategies for social video success
08:45-09:00 Check in: grab your name tag and say hello! You also might want to grab a cup of coffee or tea
09:00-09:30 Welcome and introduction: An overview of the training day.
09:30-10:15 Current Trends in Online Video: An overview of the current online video landscape including the growth of platforms like Facebook video, Instagram and Vine and the current trends within charities and NGOs.
10:15-11:00 The Mechanics of Video Sharing: By analysing how videos are shared online we can understand why certain videos go viral and others don’t.
11:00-11:30 Break
11:30-13:00 Strategies to Produce Videos that are Widely Shared: Explanation of the evidence based strategies that Richard used during the Paris climate talks to produce highly shareable videos. Practical advice on the styles of video that are most shared and how to develop video briefs to be more shareable.
13:00-14:00 Lunch (included) & table discussions
14:00-15:30 Strategies to Increase Impact: Using video successfully means having a big impact for a relatively small investment. This covers strategies to increase the impact of videos without increasing your budget. Analytics tools like Facebook Insights and YouTube Analytics will allow you to measure and report this impact.
15:30-16:00 Break
16:00-17:00 Developing an Online Video Strategy: How you can take advantage of online video in a strategic way in your organisation.
17:00-17:30 Participant Q&A / Discussion Time for addressing any unanswered questions, discussing the learning, etc.
17:30 End of training day
About the Trainer

Richard RoafRichard is Director of Alter Eco where he produces videos for organisations including Greenpeace International, The World Bank,, Restless Development and Leonard Cheshire Disability.

Richard has been producing videos for seven years during which time he has developed an expertise in why people share videos online. He applied this knowledge during the recent 2015 Paris climate talks to create videos that were shared over 200,000 times on Facebook and overtook Obama by creating the most watched Facebook video on the first day of the talks.

He is now working with 38 Degrees and Greenpeace UK to regularly produce shareable videos for social media.

“In less than 24 hours, Richard managed to produce a video for us that has been shared over thirty thousand times and viewed more than three quarters of a million times. His expertise in online video has allowed us to achieve huge results with limited resources.”
Rowan Pereira, 38 Degrees

He has convened video sessions at three past ECFs and has written on “Why did the Save the Children Syria video go viral?

by Duane Raymond published Jan 31, 2013,