How UNICEF uses video to increase awareness

The nonprofit explains how it is building a social media presence using Vine and Instagram Video. Its experience offers lessons for other organizations.

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When a new social media platform debuts—and it seems like there’s a new one every week—it can be tempting to drop everything and frantically look for ways your brand can use it.

Though excitement is good, it’s important to approach each new platform with a strategy—especially if your time and resources are limited.

That’s what UNICEF, the nonprofit organization that seeks to provide protection and care to children around the world, did when Vine and Instagram Video burst onto the social media scene this year.

The nonprofit was looking for ways to spread awareness of its work and, as Nicholas Ledner, UNICEF’s social media trends, research and outreach coordinator, says, “We found it a very dynamic channel for real-time engagement.”

That real-time engagement is essential when your organization reports from struggling nations worldwide.

UNICEF is just beginning to build its presence on Vine and Instagram Video, but its work so far provides a helpful guide for organizations looking to give these video channels a try.

Make sure the platform fits your audience…

UNICEF has been around since 1946, but many young people may not know much about its story and mission.

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