How charities can create video content that engages young audiences

Young people are increasingly discovering charities through social media, often long before they visit a website, attend an event or volunteer. This means that every video is an opportunity to build trust, answer questions and help someone take the next step. 

The good news is that engaging video content doesn’t always require a big budget, professional equipment or perfectly polished production. Young audiences often value content that feels genuine, relatable and honest. 

At Media Trust’s recent Youth Engagement Lab, charities explored how to create more effective video content for young audiences, working with experts from platforms including Meta, TikTok and Vidsy. 

Here are some of the key lessons and tips! 

Choose the right platform for your content

Before you start creating content and posting, it’s important to think about where you want to post. Instead of trying to be everywhere at once, choose the platform that best matches your audience, your message and the action you want people to take. 

• TikTok is often useful for discovery, informal storytelling, behind-the-scenes clips and content that feels spontaneous.
• Instagram Reels can work well for visual storytelling, community updates, volunteer moments and event highlights.
• YouTube Shorts may be better for slightly longer explainers, tutorials or stories that people might search for later.
• Facebook or LinkedIn may still be valuable if you are trying to reach parents, supporters, professionals or partners alongside young people. 

Focus on one clear message

When creating video content, it can be tempting to include everything your charity does. But trying to communicate too many messages at once can leave audiences confused about what to take away. Instead, make every video single-minded, focusing on one key message to build your content around. 

For example, if you’re recruiting volunteers, don’t try to explain your charity’s entire history, impact and services in one video. Instead, create a short video focused on one idea, like: 

• “What does a day as a youth mentor actually look like?”
• “Three reasons our volunteers love getting involved.” 

A clear message is easier for people to understand, remember and act on. 

Think about the journey after someone watches

A successful video shouldn’t be the end of the journey. Once someone discovers your charity, make sure they can easily find out what to do next. 

Review the journey from a young person’s perspective. If someone watches your video and clicks through to your profile, can they quickly find information about volunteering, attending an event or supporting your cause? 

For example, if you create a TikTok showing young people enjoying a community arts project, make sure your profile clearly explains how someone can join the next session, with an easy-to-find link. 

Every extra click or unanswered question creates another barrier and makes it easier to lose someone’s interest. 

Choose authenticity over perfection

Many charities worry that their videos need to look highly produced to compete online, but youth audiences are often drawn to content that feels genuine rather than overly polished. 

A video from a volunteer, recorded on a mobile phone, explaining why they got involved can often be more engaging than a professionally produced advert because it feels personal and trustworthy. 

For example, instead of creating a highly scripted video explaining the impact of your food bank, you could share a short behind-the-scenes clip showing volunteers preparing food parcels, with a team member explaining why the work matters. 

The aim isn’t to make every video perfect, it’s to create content that feels human. So make sure not to rely too heavily on AI tools here to avoid creating AI slop. 

Create content that answers questions

When creating videos, think about the questions young people might have but may not ask out loud. Consider what might stop someone from taking part, or what information would help them feel more comfortable. 

Small details can make a big difference, especially for someone discovering your organisation for the first time. These might be questions that the viewer doesn’t even know they need an answer too! 

Consider creating content that answers questions like: 

• What should I wear?
• Will I know anyone there?
• Is the venue accessible?
• What happens when I arrive?
• How much experience do I need? 

For example, a charity running a volunteering programme could create a video called “Your first day volunteering with us: What to expect”, helping remove uncertainty and make the experience feel more welcoming. 

Final thoughts

Creating video content that engages young audiences is about understanding how they discover organisations, what builds trust and what encourages them to take action. 

Focus on creating content that is authentic, answers real questions and makes it easy for someone to take the next step. By putting your audience first, you’ll create videos that don’t just attract views but build meaningful connections with the young people you want to reach.