Online Video and CSR: The Right Medium for the Message

“Tell me and I’ll forget; show me and I may remember; involve me and I’ll understand.” While that may sound like wisdom gleaned from a fortune cookie, the underlying truth of that aphorism sums up film’s power.

For companies that want to convey the impact of their giving—whether measured in volunteer hours or dollars—online video is the most powerful, cost-effective medium. Video, with its immediacy, popularity and viral potential, represents a unique opportunity to capture the breadth of CSR’s impact, provide an intimate look at the people involved, and reach a receptive audience.

How does it accomplish this? Film engages its audience with imagery, voices, and music simultaneously, building an instant emotional connection between subject and viewer. The phrase “moving pictures” doesn’t merely refer to images with action, but bespeaks film’s unparalleled storytelling ability.

As award-winning documentarian (and head of DeSantis Breindel’s film department) Xan Parker explains it, “Film is an emotional medium—the mind remembers what the heart feels. It’s the most substantive and powerful way to communicate a message. As an inherently powerful medium, it communicates through multiple channels- music, aesthetics, character, composition…. It takes you on a journey.”

And now thanks to portable technology and social media, the ability to create, view, and share video is in everyone’s hands—literally.

The Rise of Video as Dominant Online Medium

The way people consume content online has changed dramatically in recent years, and video is at the center of that shift.

According to 2024 research from HubSpot, 80% of consumers prefer video over written content when learning about a brand, and the majority engage most with videos that are under 60 seconds. As attention spans shrink and mobile usage grows, short-form videos on platforms like TikTok, Instagram Reels and LinkedIn have become essential tools for storytelling.

Companies investing in CSR storytelling can no longer afford to rely solely on text-based messaging. Video’s ability to quickly capture attention, deliver emotion, and drive engagement makes it the ideal medium for connecting with today’s audience.

The challenge, then, is not just creating video content, but ensuring it is crafted in a way that resonates—concise, compelling, and shareable across multiple platforms.

The Paradox—and Appeal—of Video

People say that Google has made us dumber. If that’s the case, YouTube has made us lazier.

When was the last time you actually read the 3,000-word story that some well-meaning colleague sent you a link to? (Of course, you meant to. You might have even printed it out for “later.”) But you don’t think twice about stealing a couple of minutes to watch a video that someone sent. Getting a link to a weighty story seems like punishment; a link to the latest viral video is like a “Get Out of Jail Free” card.

The paradox—and much of the appeal—of video is that it requires little effort on the part of the audience yet delivers a huge impact. It may be the perfect medium for a world filled with harried, ADD-addled adults.

Little wonder, then, that companies are increasingly using video in addition to—or even instead of—text to communicate on the Web. While it is more effective for some purposes than others (nobody really needs to see the video equivalent of an analyst’s call), it is definitely a large part of corporate messaging and will continue to be so.

Video is also a practical choice. The evergreen, timeless nature of images means that content can be repurposed without appearing stale. The same video can be used internally for:

• Onboarding
• Recruiting
• In townhalls
• On a company’s intranet

Externally, it can:

• Be part of a news release
• Provide B-roll for TV
• Be shown at investor relations meetings or shareholder conferences

While producing the requisite broadcast-quality film takes an upfront investment of time, money and other resources, the economies are in the economies of scale.

Telling Your CSR Story through Film

One area where companies are having great success with online video is in communicating about their CSR efforts. A company’s philanthropy efforts often represent its best chance to make a positive emotional connection with the public. (See our Insight on The Halo Effect.) After all, CSR is about people—the givers, the volunteers, the beneficiaries, the decision-makers.

With one short video, a company can:

• Highlight the causes it champions
• Celebrate its volunteers
• Showcase the beneficiaries
• Tell stories that otherwise wouldn’t get told

Here is an example of how the Robert Wood Johnson Foundation has done this:

One client of ours, a large global financial institution, engaged us to make a series of films highlighting its investment in emerging businesses around the world. With dubbing, reediting and minor changes, we are able to make regionally appropriate versions that the company can use locally, for both internal and external audiences.

Even a short film—perhaps five minutes—can present multiple points of view, explore different stories, and yes, tug at heartstrings. Can anyone help but be moved when they see and hear a real person talk about how they have been helped? For external audiences—policymakers, potential donors, and possible partners—these same videos can be a source of persuasion, serving to inform and educate.

CSR stories serve other purposes as well. A company’s philanthropic work can be a great morale builder, serving as a source of corporate pride and giving employees the chance to bond. (See our Insight on Branding Employee Volunteerism: Building Culture and Community.)

Having a strong reputation vis-à-vis CSR can also be a powerful recruiting tool. Numerous studies have found that Gen Y has a strong desire to be associated with companies that “do good.” Recruiters and HR people also report that interviewees of all ages ask about companies’ CSR programs and policies.

As companies find that CSR becomes a larger part of their branding proposition, both internally and externally, the need to communicate effectively to donors, volunteers, policymakers, and other stakeholders becomes more urgent. Video, because of its malleability, the ease with which it can be consumed and shared, and its ability to combine multiple mediums makes it the most engaging, cost-effective, and persuasive medium for telling the CSR story.

A company that relies only on the written word for communications is missing the opportunity to connect with an enormous and growing audience that is continually moving towards visual channels as a way of interacting with the brands that matter to them.

Want to discuss whether video can be the right medium for your CSR message? Let’s talk.