Public Information Videos: Government Campaign Videos People Understand at a Glance

A public information video works when viewers can tell three things within the first ten seconds: whether it concerns them, what they need to do, and where to do it. Keep each video to one message, at 15 to 30 seconds for social media or 60 to 90 seconds for websites and service counter screens, with subtitles throughout.

When a government department, district office, public enterprise or association needs people to know about a policy, the hard part is rarely the content. It is the wording. Sentences that are complete and precise in an official document often make a video hard to sit through. People scrolling on their phones stop for a few seconds, and whether a campaign video works is largely decided by whether those three things are clear in that time.

Turn official language into everyday words

• One video, one message: one policy, one application process or one reminder. If there is more to say, split it into several videos.
• Start from the viewer's situation: "Is anyone at home over 65?" makes people stop more readily than "The Bureau is promoting an age-friendly programme."
• Lead with the action: what to apply for, what to bring, the deadline, in short sentences.
• End with a clear next step: a web address, phone number, QR code or office address, held on screen long enough to read.

Length and versions

• 15 to 30 seconds: ads on social and video platforms, vertical shorts.
• 60 to 90 seconds: websites, YouTube, events and screens at service counters.
• Two to five minutes: explainers for more complex processes, such as a step-by-step guide to an application.

One topic can start with a main video and then be cut into vertical and shorter versions; see planning videos in multiple aspect ratios.

Subtitles and accessibility

• Subtitles throughout: many people watch with the sound off, and deaf and hard-of-hearing viewers need them.
• Text size and contrast: readable on a phone; avoid light text over a bright background.
• Sign language: if you need sign language interpretation, have the interpreter recorded separately. We can place the signing in the video and adjust its position.
• Other languages: campaigns aimed at new immigrants or visitors can carry subtitles in other languages; see multilingual subtitles.

No footage? It can still be made

Many topics can't be filmed: tax, subsidies, regulations. These videos can be built from motion graphics, icons and title cards, and scenes can be created with AI video; see AI video production. If there is a real service counter or real people involved, filmed footage is still advisable, because viewers tend to trust it more. We don't offer filming; we specialise in editing, post-production and AI video. Filming can be done by your own team or a crew you hire, and the original files then come to us.

Approval and licensing

• Content, figures and legal wording should be checked by the responsible department. Whether the video complies with the relevant rules is for your organisation to confirm.
• Get consent before members of the public appear on camera.
• Use licensed music, typefaces and images.
• When several departments review the drafts, have one contact person gather the comments and reply in one go; see getting a video through internal approval.

Frequently asked questions

Other kinds of school and public sector video are covered under school and government video production.

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