VIDEO FIRST: Making An Impact

Recently, IBT launched their report VIDEO FIRST: Making An Impact with a panel discussion which covered a range of topics about online video: how it’s viewed; what works and what doesn’t; and some key tips for NGOs in particular on how to produce content that’s going to break through online.

Team Distillery headed to Channel 4 for the report launch, with notepads at the ready, to find out more and cheer on MD Steve Wheen, who contributed to the report and was also on the panel.


Here are each of the Distillers top 3 takeaways from the discussion.

Deborah Charles - Executive Producer

  • Be clear what the content is.
  • It's important to know your brand and stick to it.
  • Why? Understanding the psychology of why we share. Sharing is a reflection of who we are or want to be.

Rebecca Groves - Production Manager

  • The opening frame is important, so you need to think carefully about how to start your video. A human face is more engaging than a landscape shot.
  • Don't be afraid to take a video down, re-edit it and keep trying until you get it right.
  • Think before you post. More posts does not necessarily mean better engagement.

Nina Weiss - Production Assistant

  • Should Facebook and similar platforms be considered publishers? They’re becoming more like publishers but aren’t currently regulated in the same way, but maybe they should be?
  • Social video is just that - social. It means interaction, conversation and sharing, and in that way has more reach than traditional broadcast media. The challenge is getting people to view content outside of their niche.
  • On social platforms there are no editors anymore, only algorithms, so understanding how these work is crucial.

Matt Richards + Liam Aldridge - Creatives

  • You have to understand why your audience would share a piece of content and what it says about them if they do.
  • You have about 5 seconds to keep your audience, so grab their attention quickly.
  • Everything starts with a great idea!

It was an extremely fruitful discussion, with Steve talking through some of The Distillery London's work around video content strategy and sharing some of the learnings from the many content strategy workshops they have run with a number of NGO's.


You can download the full report here.