The power of a year-in-review video
Every year on my birthday I like to do an annual audit. Armed with pages and pages of journal entries, calendar reminders and emails, I create a month-by-month account of what went down and what I learned. The results are often surprising.
There are embarrassing moments my memory generously papered over and entire trips I barely remember taking (when did I go to Florida??). There are also reminders of the books and films that moved me, the conversations with friends that brought me joy and the realizations that led to personal growth.
The process allows me to connect the dots between where I’ve been to where I am, and helps illuminate a path to where I’m going. Ultimately, it’s a practice in storytelling.
Humans are wired to tell stories, to make meaning out of the disparate experiences in our lives. In many ways, organizations are no different. As teams look back on a year of twists and turns (Delta variant! Remote work!), they’ll likely find a narrative theme they hadn’t noticed before. Maybe it’s resilience. Perhaps collaboration. Whatever it is, it’s the act of looking back that reveals these patterns in our story.
As we approach the end of 2021, now is the time to think about how you want to tell the story of your year. Whether your organization hit a long-awaited milestone or pivoted in a new direction, it’s worth taking the time to share (and celebrate) with your audience. One of the best ways to do this is with a year-in-review video. Here are a few reasons why.
It leaves a lasting impression
We know that first impressions are important, but final impressions are just as critical, especially at the end of the year. Why? Because people are more likely to remember what you have to say.
In cognitive psychology, this is called the recency effect, a tendency to more clearly recall ideas that are presented most recently. This makes year-in-review videos an ideal opportunity to get across key messaging and remind people why you do what you do. One example is this Children’s Hospital of Colorado video from 2020.
With photos, existing footage and animated text, the video tells the story of the hospital’s compassionate action in the face of adversity, creating a lasting impression of its unwavering commitment to patients and families. It strengthens loyalty with existing supporters and builds a bridge to new audiences who may find inspiration in the organization’s pandemic story.
It generates momentum for the year ahead
Along with creating a lasting memory of your core values and mission, a year-in-review video can also generate excitement for the year ahead. A great example of this is charity:water’s 2017 video.
Imagine if you were a donor or potential supporter. You’d either be swelling with pride or raring to join charity:water’s movement. This sort of enthusiasm can be crucial during the holiday months, when many organizations tend to lose steam. Rather than letting the winter lull take over, think about how a year-in-review video might sustain audience engagement and help bridge the gap between this year and the next.
Your accomplishments are part of a larger story
After these past two years, it’s worth acknowledging and celebrating your wins. It’s also worth thinking about how your accomplishments fit into your larger story. One example you may have seen is Google’s Year in Search 2020.
Thinking about the larger story is where the meaning-making and, truthfully, the most rewarding part of the process comes in. When I finished my most recent annual audit, I was struck not by the things I’d done, but how my experiences fit into the continuum of my life.
When you look back on your organization’s past 12 months, what stands out? What have you learned? What patterns emerge?
As always, we’re eager to hear your thoughts and, of course, help you craft a year-in-review video of your own. We’re creative problem solvers at heart, and we’re here to help.
— Steph