4 Tips for Making Public Service Advertising Videos

All types of public service video ads have the same essence – to make your message easy for your audience to understand and remember and to trigger action.


Andre Oentoro

2 years ago | 2 min read

Uploaded by Quick on Unsplash

35% of Americans have little or no trust in charities, and 41% think non-profit leaders get paid more. This negative stereotype makes non-profit organizations have to be careful in managing the institution's affairs. 

At the same time, a trust includes accountability, honesty, and openness in the four critical aspects of non-profit institutions.

Reflecting on the percentages above, not everyone is willing to invest their time, energy, or hard-earned money in non-profit institutions. 

However, their decision to trust a non-profit organization remains based on the information they can get – for example, through public service advertisements. The more people who believe, the more contributions they get.

Over time, the need for public service advertisements is not only to get new donors or volunteers but also for educational purposes, information, appeals, and reminding the public. 

The forms of advertising also vary, such as posters, static images, gifs, podcasts, blogs, videos, and many more.

After knowing the form and importance of public service advertisements, here are four tips for making video ads:

1. The Message And Purpose Of The Ad Are Clear

Public service advertisements have three purposes: informing or informing, persuading or soliciting, and reminding and reminding. Determine one of these goals, then make the message or information you want to convey clearly.

Preferably, the message contains a verb because the verb is the core of the first understood sentence, and then the other word classes. It will package the message and purpose of your ad in the form of a video script.

For example, suppose you want to make a persuasive video about complying with health protocols during the election. In that case, the message you convey is a form of obeying health protocols and reporting in case of violations.

2. The Composition Of The Video Must Be Proportional

The video composition in question is anything to support visualization, such as images, animation videos, typography, back songs, and background sounds. The video's design will affect the audience's synchronization and retention of the message you convey.

If there is a sync error, your message is entirely undeliverable. Remember, the video makes your message easy for the audience to understand and remember.

3. Consider The Length Of The Duration

The length of the video is related to the audience's attention. The longer the duration, the lower the watch will be. It's not that you can't use long videos. You can but still consider their effectiveness according to your needs.

We recommend using the shortest possible duration to reduce attention loss and maximize the first 8 seconds to attract the audience's interest in your video. The first 8 seconds are the deciding phase, whether your audience will continue watching or not.

4. Trigger Words Must Be Present, Not Negotiable

Trigger words are trigger words that direct the audience to take action. You make videos aimed at humans with emotions, thoughts, and the ability to act. It would help if you used trigger words to generate psychological triggers for the audience.

With trigger words, the audience will quickly understand the purpose of your message.

The Takeaway

Public service advertising video products can vary, such as short films, explainer animations, whiteboard animations, and many more.

However, all types of public service video ads have the same essence – to make your message easy for your audience to understand and remember and to trigger action.


Created by

Andre Oentoro

Andre Oentoro is the founder of Breadnbeyond, an award winning explainer video company. He helps businesses increase conversion rates, close more sales, and get positive ROI from explainer videos (in that order).







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