Watch the recording
Watch the video above to see the talks from Richard Roaf, VideoRev and Sam Wockner, Greenpeace UK, and download their presentations below. A huge thanks to Sam and India Thorogood for sharing some of the secrets behind their reactive videos and viral stunts.
Why is video strategy so important?
The bad news is that NGOs urgently need to grow their reach on social media to counter far-right narratives.
The good news is that anyone can learn to make rapid response viral videos and stunts. All it takes is a strategic approach, lots of trial and error, and the willingness to take a few risks. But right now the bigger danger is playing it safe.
The world changed but video strategies haven’t
Too many organisations spend weeks working on a single glossy Hero video. But social media rewards authenticity and speed, not polish and perfection. We should be making regular, reactive videos in social-native styles, testing what works and using data to shape your strategy
Social media is designed for people, not organisations
Audiences want to hear from real people, not slick brands. That’s why presenter videos are so powerful. A good presenter connects with the audience like they’re talking to a friend, not reading from a script.
Despite that, lots of organisations don’t have dedicated presenters. Instead they use different people for different videos, and struggle to find someone to appear on camera. But anyone can present videos! The biggest barrier we see is confidence.
Develop your team's skills
Leading organisations have people with presenting, creative, and filmmaking skills. These social media natives can generate ideas, appear on camera, and film and edit videos, which massively speeds up the process. This helps you make videos faster and respond to breaking news. Organisations sometimes hire a Creator Role to do this, but you can also train your existing staff.
We’ve been blown away by the talent we’ve seen in our training with groups Amnesty, Client Earth and Praxis this year. First time presenters have come across as complete naturals, and folks who’ve never made a video themselves, film and edit a fantastic video in just a few hours.
We ran two training days with Greenpeace UK earlier this year, and Sam Wockner shared some insight into how they structure their reactive video operation.
Inside Greenpeace UK’s rapid-response system
In 2025, Greenpeace UK’s reach grew by 189% and petition signatures rose by 98%. Sam Wockner, Head of the Digital Mobilisation Team, shared how they are able to create reactive videos and overcome the challenges of sign off.
- Daily 30-minute “social response” huddles: Greenpeace scans the news, spot opportunities and assign who’s filming and scripting that day. This daily practice keeps them outward-focused, constantly creating, and able to release high-impact videos quickly.
- Get buy-in by presenting new ideas as a proof of concept: To get your organisation to try new approaches to video, you can frame them as experiments, so they don’t seem like a huge shift to your social strategy.
- Managers should lead on sign off: When more junior staff have to come up with new ideas and negotiate permission, it drains their energy and increases risk for them. Instead managers should lead on getting buy-in for new ideas to free up the team to be creative.
Build your own rapid-response system
If you want to develop a stronger video strategy or upskill your team, like Greenpeace UK did, get in touch. We offer strategic consultancy and hands-on workshops that help teams build capacity and smash their targets with video.
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