The Food and Agriculture Organization (FAO) is a specialized agency of the United Nations that leads international efforts to defeat hunger. Their goal is to achieve food security for all and make sure that people have regular access to enough high-quality food to lead active and healthy lives. FAO is based in Rome, Italy and works in over 130 countries worldwide guided by 5 strategic objectives to achieve a world without hunger, malnutrition, and poverty and do so in a sustainable manner.
To increase awareness around the vulnerability of Small Islands Developing States (SIDS), FAO took media and created a listicle video to showcase how they helped these communities from boosting local food production to the promotion of sustainable practices to preserve their flora and fauna.
This is their top-performing video on the main @FAO account on Twitter so far this month, with the highest number of retweets, likes, and views. But what’s even more impressive is that they have reached audiences across 4 languages by creating local versions for English, French, Arabic, and Spanish.
Here’s the English language version, scroll down for our analysis of what they’ve done well, and to see the other 3 videos.
FAO video creators chose a square format, which is far more effective than a traditional 16×9 video on social media channels. It starts off with a variety of impactful moving clips. Using this type of footage, especially through the first several seconds of a video, is key to grabbing the audience’s attention and stopping their scrolling.
FAO has done a masterful job of spacing out the text so that there isn’t too much on-screen at any one time. The word-by-word animation also creates a comfortable rhythm for reading the text as it appears, something they maintained across the different translated versions.
The next frames are used as a listicle, a video in a list format where each point is supported with a relevant image or video clip. This type of format is easier to consume and it is meant to keep your viewers engaged longer by providing a pattern or grouping of similar items. Listicles allow for what cognitive psychologists call “Information Chunking” and are powerful visual tools that can be very informative if done correctly.
Finally, note that the video ends with a clear call to action followed by a strong brand message to establish an emotional connection with the viewer related to the organization’s core mission.
Here are the other versions:
From start to finish, this is a great video that has been shaped for maximum impact online. FAO creators have tailored it to engage with their target audiences on their social media channels and to reinforce the important mission of the UN agency. We look forward to seeing more great FAO videos spreading their inspiring message.