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Nonprofit Video

Tracking the Impact of Social Change Videos

Measuring the impact of films and videos can be tricky. Some might say impossible. But building a measurement strategy around media can help inform whether what we are doing is actually working.

At this year’s Media That Matters conference, presented by the Center for Social Media at American University, speakers discussed the importance of  data and tracking.

For Video Engagement, Relationship-Building is Critical

(Photo courtesy of PBS Documentary Slavery By Another Name)


When we engage people around our films and videos, what percentage of that audience are we retaining as long lasting advocates? Are we doing enough to maintain their involvement and what can we be doing better?


These questions were raised during my recent interview with Felicia Pride of the Pride Collaborative.


Pride has over ten years of experience working in media as a storyteller, content strategist, and educator. Her work has been featured by USA Today, NPR’s “Talk of the Nation,” and the Baltimore Sun.


Engagement is often seen as a one-time thing. However, Pride re-conceptualizes the idea by talking about it in terms of relationship-building.


The idea is that through relationships you can channel viewer passion into more sustainable involvement and you won’t lose them once the video viewership dies down.