The Nonprofit Marketing Blog

Why “Facebook movies” work

Facebook video example

No doubt you’ve seen the string of videos on your Facebook timeline—friends and family sharing their own social media time capsules. Facebook’s “A Look Back” movies offer personalized video montages to celebrate the social network’s 10th birthday. The videos are irresistibly sharable and have even struck a chord with the experts.

Here’s what makes these videos work so well:

They’re not focused on the organization. The folks at Facebook could have created something more focused on their platform and their accomplishments, but they knew that the real way to make us care about their birthday is by talking to us about, well, us.

They tug at our heartstrings. Above all, emotion rules. From the sweet background music to the heavy rotation of photos, the videos capture our attention and pull us in. These videos, while driven by an algorithm, are mirrors of ourselves and heavily feature the things that matter most to us.

They remind us of our progress. In keeping with the birthday theme, the videos allow us to look back and see how far we’ve come, whether we joined Facebook way back when or just last year.

They connect us to something bigger. The shared experience of posting the videos and the highlights they capture help us see how we’re connected to one another. The idea of Mark Zuckerberg and company inviting us to celebrate this big milestone together underscores this feeling of community.

In the process of accomplishing all of these things, these videos endear us more to the whole Facebook experience. Think about how you can emulate these qualities the next time you update your supporters on the progress you’ve made together.

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About This Blog
Caryn Stein hi res

Caryn Stein
Vice President, Communications and Content, Network for Good

We’re here to help you win hearts and minds—and donations.

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