How charities can create more video content with a small team

The good news is that you don’t need expensive equipment, a professional production crew or hours of editing time to create engaging videos. Some of the most effective content is simple, authentic and captured as part of your charity’s everyday work. 

At Media Trust’s recent Youth Engagement Lab, charities explored practical ways to create more video content without stretching already busy teams, learning from experts from platforms including Meta, TikTok and Vidsy.

Here are some simple ways to build a sustainable approach to video creation. 

Start building your content archive

Creating consistent video content can feel challenging, especially for small charity teams. A good place to start is by capturing everyday moments as you go, that could give audiences a glimpse behind the scenes. These moments help people understand what your organisation is really like and can make your work feel more accessible. 

Think about filming: 

• A volunteer’s first day with your organisation
• A behind-the-scenes look at preparing for an event
• Staff introducing themselves and explaining their roles
• A quick tour of your space
• A beneficiary sharing what a service means to them 

You may not use them right away, but creating this bank of content is heady to have for future videos. 

Use simple tools to speed up your workflow

Creating more video content doesn’t mean investing in expensive equipment or complicated software. A few simple tools can help small teams create, edit and share videos more efficiently. 

For quick edits on your phone or laptop, free tools like CapCut and Canva can help you trim clips, add captions, create transitions and adapt content for different platforms. Their templates and auto-caption features can be useful when you need to create content quickly, particularly for short-form videos on TikTok and Instagram. 

Turn your community into creators

Your charity already has a network of people who can help tell your story. For example, volunteers, staff members, supporters and beneficiaries can all bring different perspectives to your content. 

Audiences are often more likely to connect with real people sharing their own experiences than with organisations speaking about themselves. 

For example, instead of a charity posting “We support young people facing loneliness”, a volunteer could share: “I joined this project because I wanted to meet new people. Here’s what my first session was like.” 

Work with creators who share your mission

Creators and influencers can help charities reach new audiences by sharing stories in a way that feels natural to their communities. 

The most effective partnerships are not always about working with the biggest influencers. Instead, look for creators who genuinely care about your cause and whose audiences connect with your mission, even if they have a smaller audience. 

For example, a mental health charity might partner with a creator who regularly talks about wellbeing and has built a community around honest conversations. Their personal connection to the topic can help introduce your work to people who may not have found your charity otherwise. 

Make sure to check through the creators content to ensure they align with your mission and haven’t posted content that may go against you or your audience’s values. 

Create shareable content

When planning video content, don’t just think about likes and views, think about whether someone would send it to a friend. Audiences often share content privately through group chats and direct messages, meaning valuable content can reach new audiences beyond your immediate followers. 

Useful tips, relatable moments, behind-the-scenes clips or humorous content can all encourage people to share your content with others. 

For example, a charity supporting young carers could create a short video with practical advice or a relatable story that someone might share with a friend who needs support, such as ‘Come with Ella as she heads to our Wednesday youth group!’ 

Experiment and create more with less

One of the biggest lessons from the Youth Engagement Lab was that charities shouldn’t put all their energy into creating one ‘perfect’ video, as we explored earlier. 

Social platforms reward experimentation. The more you test different formats, ideas and styles, the more you’ll learn about what your audience responds to. 

Try experimenting with: 

• Different opening hooks
• Short interviews
• Behind-the-scenes clips
• Day-in-the-life videos
• Explainer videos
• Responding to comments and questions 

For example, if one video explaining your campaign performs well, try creating a follow-up answering common questions from the comments or sharing a related story. 

Final thoughts

Creating engaging video content doesn’t have to mean creating more work. By capturing everyday moments, involving your community, experimenting with different formats and building a library of content over time, you can create a steady stream of authentic videos without needing a large budget or dedicated production team. 

The key is consistency rather than perfection. Start small, use the stories and people already around your organisation, and keep experimenting. Every video is an opportunity to reach someone new and strengthen your charity’s connection with your audience! 

Looking to make your videos more engaging for younger audiences? Read our guide on how to create video content that engages youth audiences for more practical tips.