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Don't sleep on vertical climate videos 🌍
Published 25 days ago • 4 min read
This entry is built on one core idea: short form video is here to stay, so how do we make it work for climate content?
Earlier this month, I co-hosted a session at The Good Wave (a network for Belgian climate action). We explored what it takes to make vertical videos that feel native to TikTok, Instagram Reels, and YouTube Shorts (without losing your sanity).
In this piece, I want to share a few takeaways for climate creators and organizations who are starting to take short form video more seriously.
And if you’re ready to go deeper, you’ll find the full article at the end. 👇
🤷🏻♂️ But... "People don't care?"
When a climate video fails, it’s rarely because people don’t care (or because they don’t believe in climate change).
For years, we climate communicators have been trained to raise awareness, share the facts, cite the sources, and cover the nuance... But today it's becoming really clear that we need more than that. Just like marketers, we need to understand what makes someone spend time with us.
If your story doesn’t grab attention in the first three seconds, no one will see the hard work you put into it anyway.
That’s why, whether you’re a solo creator or leading communication at an NGO, understanding the actual mechanics of vertical video is a must.
So if you’re serious about short form video in 2026, let’s walk through the (often overlooked) basics 👇
📱 1. Platforms matter more than you think
When we talk about vertical video, it usually means one of three platforms: TikTok, Instagram Reels or YouTube Shorts. And yes, while they might use the same format (vertical, 9:16 aspect ratio), each one runs on a different logic under the hood.
TikTok = a discovery engine. TikTok focuses mostly on viewer interests. Not who you follow, but what actually holds your attention. And so, behind the scenes, the algorithm lines up videos that match those interests, testing them with small audiences first. ➡️ Good for reaching strangers via the "For You" page.
Instagram Reels = a relationship engine. Reels, like TikTok, has become much more viewer interest based, but still tries to add that more personal component. Reels considers who might already know you and prioritizes content that travels between people, especially via shares and DMs. ➡️ Good for videos that get shared with friends.
Youtube Shorts = a satisfaction engine. Shorts assumes people want answers or entertainment that actually lasts: something satisfying enough to binge, or to click through for more. It connects into the broader YouTube ecosystem, where Shorts can drive viewers to long form videos, playlists, or your channel. ➡️ Good for long-term connection and channel growth.
Each algorithm rewards different behaviors, so the best climate creators design their videos with that in mind.
Pro tip:
If you’re short on time, go ahead and post the same video across all three platforms. Just don't expect it to perform the same everywhere.
Want more traction? Keep the core edit the same, but tweak your hook to match the algorithm (and audience) you're aiming for. More about this in the full article.
🫣 2. Our fight isn’t ignorance, but attention
I might get heat for this, but I'm going to write it anyway: when a climate video doesn’t perform, it’s usually not because climate topics are being “shadow banned”.
More often, it's because the audience simply isn't primed to care in that exact moment (or the content quality just isn't there yet). It’s a subtle but important shift.
We’ve been trained to ask: “What do people need to know”? But in short form video, the better question is: “What would make someone stop scrolling and care for the next 10 seconds”?
Once you flip that question, your whole strategy changes:
You stop opening with data dumps.
You lead with setting up stakes, surprise, or emotion.
You earn their attention instead of assuming it.
You tell stories.
Here's how we do that 👇
🎬 3. Every video needs these three things
These are the elements that show up in any strong short form video, no matter the topic:
A powerful hook (that gets attention)
A clear storyline (that holds attention)
A relatable moment (that makes someone stay, care, or share)
So, before you hit record, try answering these questions about the next video you want to make:
What’s your hook?
What’s the very first thing someone sees or hears that makes them pause?
What framing makes this story interesting to them?
What’s the storyline?
Can you describe the journey of this video in one sentence?
Is there a conflict or transformation you can show?
Where’s the relatable moment?
Where does someone think: “That’s me,” “That’s my city,” or “I’ve felt that”?
Why would someone feel: I've got to share this with my buddy / partner / family / ... ?
If these feel difficult to answer, it might be good to draw yourself a storyboard and strategize a bit more what the flow and goal of your video has to be.
📖 Want to know more?
To help you out with these 3 elements, I prepared a more in-depth article that get's into the weeds of:
Building a knowledge hub for climate changers... and creating content about our 🌍
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