It's no secret that video is powerful, but how can you make it more effective and shareable? Community plus video is the answer. Video has the power to influence change, as we are all aware. Your community will be more effective with video, no matter how big it is. Develop a community that matches your member avatar (in relation to your Call to Action) and you will attract new members to your ecosystem. They will learn more about you and you will learn more about them. The goal of an activist is to inspire change, and for that to happen, they need support. There are lots of ways to use social media to influence people's beliefs or get moral and material support to solve problems. Videos can help you do this more quickly and effectively. Connect with us: www.skillaproductions/business

1. VIDEO FOR SOCIAL CHANGE
A TOOL FOR ACTIVISTS AND COMMUNITY LEADERS

2. OUR TOPIC
FOR THE DAY
Gobal Vegfest demonstrates how video can build
online communities. Why? Participants leave
better connected than before. Imagine sharing
such a large amount of information without
knowing who is behind the ideas and actions.
It's no secret that video is powerful, but how can
you make it more effective and shareable?
Community plus video is the answer.

3. VIDEO GENERATES
OUTRAGE AND
SPARKS DEBATE
Video has the power to influence
change, as we are all aware.
Most of us have at least one friend
who went vegan after seeing videos of
wet markets and animal farming.
Videos of police brutality and violence
against defenseless people sparked
political rallies and social protests.

4. WHAT IS AN ONLINE
COMMUNITY
AN ONLINE COMMUNITY IS A GROUP OF PEOPLE WHO
INTERACT WITH EACH OTHER OVER THE INTERNET.

5. LAYING DOWN
THE MAP
Group of people who interact with each other over
the Internet. They can be as big as the 1+ billion
Instagram users or as small as a Facebook group of
vegan foodies rating vegan restaurants.
Ask yourself: “How big do I want this community to
be?” If you have 10 people, you could create a
WhatsApp group, a Telegram group, or an
Instagram DM. In order to reach 100,000+ people,
you'll need to use other platforms, like Reddit or
Facebook.
ONLINE
COMMUNITY
FIRST THING

6. SMALL OR
LARGE
COMMUNITY?
A private Facebook group (the active
community)
The influencer's ecosystem (to activate
change around a topic)
It's easier to get things done in smaller
communities, as you all know. Larger
communities are better at spreading ideas and
information, but engagement gets diluted.
Your community will be more effective with
video, no matter how big it is. We'll look at two
ad hoc examples:

7. Develop a community that matches your
member avatar (in relation to your Call to
Action) and you will attract new members to
your ecosystem. They will learn more about
you and you will learn more about them.
Main Concept
1. Define your purpose and goals.
2. Pick a community platform.
3. Create a member profile (who shares similar goals).
4. Establish rules and norms.
5. Get your community started.
6. Identify key players in the online community.
7. Promote your community (use hashtags that make you known).
Step by Step
PRIVATE FACEBOOK GROUP
CLARITY ON THE MISSION, SOLUTIONS, ACTION ITEMS AND
MEMBER AVATAR ARE NEEDED FROM THE GET-GO

8. Build a Sustainable Video
Business Working
with Only Vegan
Brands

9. VIDEOS YOU WILL
USE IN THE GROUP.
Invite your new members to post a
video introducing who they are,
why they joined, and what they're
expecting from the group.
Make a short series (3 to 5 videos)
to tell new members what to
expect. Make a video that explains
your group's mission, the problem
it solves, and the solutions you'll
offer.
Schedule weekly live videos in the
group to announce new stuff. Live
videos are favored by the
algorithm, and viewers like to watch
as events unfold. Make sure to call
out individual participants.
INTRODUCTION VIDEOS
3-5 MISSION VIDEOS LIVE VIDEOS

10. VIDEOS THAT WILL GROW
YOUR COMMUNITY 10X.
Interview members and celebrate
their accomplishments. You'll
create ambassadors and
testimonials for your group and
people to offload work to.
Lead by example and encourage
members to add video comments.
Video allows for more
personalization and we can add the
details we're too lazy to write.
Get the most out of your video
work and your community. If you
share something valuable enough,
people will pay to get curated
versions of it.
VIDEO INTERVIEWS
VIDEO COMMENTS VIDEO AS PRODUCT

11. Of course you'll have to do
most of the work in the
beginning but consistency will
be rewarded. Working with a
teammate will be priceless.
Work Hard Early
You create a support system.
Engaging members through
video makes it easy to create
content in the community
without you doing all the work.
Reap Benefits Later

12. The goal of an activist is to inspire change,
and for that to happen, they need support.
There are lots of ways to use social media to
influence people's beliefs or get moral and
material support to solve problems. Videos
can help you do this more quickly and
effectively.
Main Concept
1. Decide what your purpose is.
2. Check out the platform and your favorite influencers.
3. Make your profile stand out.
4. Clarify your beliefs.
5. Find your go-to video content.
6. Look for allies and support them.
7. Promote your content (use reels and stories).
Step by Step
INSTAGRAM INFLUENCER
FIND YOUR VOICE, BE CLEAR ON WHAT YOU STAND FOR,
BE CONSISTENT AND SHOW NO FEAR

13. VIDEO STRATEGIES
FOR VEGAN
INFLUENCERS (A)
There's nothing more heartbreaking
than undercover investigations or
slaughterhouse vigils. It's hard to
watch for the viewers, and even
harder to accomplish. It requires
commitment and abilities but it's
super powerful.
Choose it if you want to go full
attack for the cause.
Example: @joey_carbstrong
This style of video requires you to
talk to an audience - particularly
non-vegans. It can be a one-to-many
conversation or a recording of a
one-to-one conversation. For
vegans, it offers less abrasive
content to share, as well as
arguments when confronting
non-vegans in real life.
Example: @earthlinged
The machine that exploits animals for
food and profit hides the "sentient
reality" of non-human animals. This
type of video flips the narrative, and
shows the "personhood" of the animal
as they go about their daily lives. This
is a positive strategy to create
empathy especially among young
viewers.
Examples: @seducktive @firepigpenny
GUT-WRENCHING
VIDEO EDUCATIONAL VIDEO HUMANIZING VIDEO

14. VIDEO STRATEGIES
FOR VEGAN
INFLUENCERS (B)
With a strong camera presence and
clear points, it's easy to make
frequent videos without a lot of
action. You can find countless
angles, hack any holiday, and it's
easy to share because the message
is pretty clear in the first few
seconds. Simple to repurpose on
other platforms like Twitter and
TikTok.
Example:@_alicelancaster_
If you're an investigative journalist
with documentary filmmaking skills
(or access to them), this content can
go viral. It's the kind of video
where you connect animal abuse
to a bigger topic of public
interest, like documenting the
wet market during COVID.
Example: @cavelightfilms
This video can be as hard to make
as the gut-wrenching video,
depending on how big your
organization is. A video shows the
plight of an animal that needs to be
rescued. Share the animal's
circumstances and challenges
with the hope of finding
supporters for the rescue.
Example: @shelter_ugolyok
SHORT FORM CAPSULES
HIGHJACKING CURRENT
EVENTS
VIDEO FOR FUNDRAISING

15. HOW DO YOU
BOOST
ENGAGEMENT?
Boosting your engagement is easy. Ask your
Instagram followers to tag you in their stories
about a daily success, how they're using your
advice, etc., to boost your engagement.
Live videos are another strategy that always
works. If you go live on most social media --
including Instagram, of course -- your followers
will be notified (unless they've turned off
notifications). It's so easy to interact with you
in real time or to see the video after the live
ends because you can save and post it.

16. HOW TO SUCCEED
Social media are huge
communities that reward
consistency. You need to be ready
to output constant content either
by yourself or by creating a
production machine for it.
As a social media activist, you get
to decide how you want to change
things. Find your style and play to
your strengths with content that
ranges from undercover
investigations to promoting vegan
products.
VIDEO SKILLS
CONSISTENCY BE YOURSELF
With so much video content out
there and so many tools to make
compelling videos, boring and
repetitive isn't going to cut it. If
you don't have the skills or the
passion, outsource it.
BOTH AS A COMMUNITY LEADER AND
AN INFLUENCER ACTIVIST

17. GOOD LUCK!
AND KEEP CREATING FOR JUSTICE.