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Why make a manifesto video?

News of the snap election may have caught you off-guard, but here's how video can help you get ahead

If your office is anything like ours then Theresa May's announcement yesterday was greeted with a mixture of bemusement, shock and disbelief (surely we weren't the only ones who were misled by her 'I’m not going to be calling a snap election' statement?).

With the 8 June a mere seven weeks away, there is little time to get your manifesto recognised. Luckily we're here to help: video is the most effective way to get your key messages seen and heard by policy makers, influencers and the wider electorate. Here's why...

The electorate is impatient

According to Nielson Norman Group, the average web user reads just 20% of text on a web page. Video meanwhile, which is much easier to consume, holds users’ attention significantly better. In fact, research by Wistia (2016) shows that a video typically retains 70% of its audience after two minutes.


So if you have three or four key conclusions you want to convey to a voter or parliamentary candidate, your chances of succeeding are much better with video.


For this reason, video can be especially helpful at presenting complex or dense statistical information. For example in this video we made for the Council of Mortgage Lenders to promote its manifesto on housing policy:

Catch candidates and influencers on the go

Increased phone screen size, and improved download speeds brought about by 4G have meant watching video on the move is now increasingly common.


Attracting the attention of busy policy-makers can be tricky, but video is perfectly suited to the task: research by Forbes (2010) showed that 75% of executives watch work-related videos on business websites at least once per week.


Video is particularly effective at bringing to life emotive messaging, for example here we helped Association of Personal Injury Lawyers' share their manifesto to get fairness for families of people injured or killed.

Video has more impact on social

There are some very convincing facts to support this. Facebook has a reported 8 billion daily video views, while research by Twitter in 2017 shows that video is the most shared media type on the platform, receiving six times more retweets than photos.

Social media will no doubt have a huge influence on the general election, so if you want people to engage with your manifesto it's simple: use video.

Short punchy videos (or a series of videos) are best suited to social media. For example take a look at the Association of British Insurer's manifesto video, setting out the top ten priorities for the government in 90 seconds.

For more information about how video can help you promote your manifesto, download our ebook 'Five reasons for video'.

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