This TikTok incited a huge emotional reaction — Froese points out how successful this video was at informing people about food waste: “The more than 12,000 reaction comments show that this was effective.”
Key takeaways:
- Data can make an effective hook for TikTok.
- When you can, combine a figure or statistic with a visual (like a video) demonstrating the data.
- Once you’ve hooked your audience, take time to explain the data to further position yourself as an expert.
3. Dove’s “Hard Knocks” YouTube video
Skin and hair care brand Dove has established an excellent reputation for creating compelling, often tear-jerking narratives that are effective not only in growing the brand but in moving towards social change.
The “Hard Knocks” campaign is one great example: it starts with funny, home-movie style clips of girls falling down while playing various sports, then moves into a hard-hitting message about how body confidence affects their participation, ending with the stat: “45% of girls quit sports by age 14.”
“This creates a big emotional reaction with the viewer,” says Froese, “because, by this part of the video, we are rooting for these girls.”
Often, data is used to hook an audience in, but this video does the opposite – the data is presented at the end, as a jarring reality check. The caption also presents a clear, branded call to action: “Want to help #KeepHerConfident in sports? Visit Dove.com/confidentsports.”
Key takeaways:
- Combining hard data with more playful, humorous content can create a very striking message.
- Experiment with where in your story you want to present your data: it may make an effective hook, or it could be a compelling ending.
- If the data you’re presenting leans more negative, use a call to action to rally your audience and encourage them to make change.
4. The BC SPCA’s donor graphic
Does a photo of an adorable puppy even need data to tell an engaging story? Maybe not, but it sure helps. This post from the BC SPCA shows how simple data storytelling can be.
