Exploring the Data: 40 YouTube Animated Videos by 40 Nonprofits
We've sifted through the YouTube channels of the world's 40 biggest nonprofits to uncover insights into the tone, duration, and engagement of their most popular animations.
Words, Voices, and Tones: Navigating the Surprising Statistics of Nonprofit Animation
Our research suggests nonprofit videos strike a sweet spot with an average speaking rate of 140 words per minute (WPM). This deliberate pace ensures information doesn't overwhelm viewers.
Seven videos were close to the average WPM range, and the video "Water Changes Everything" by Charity: water precisely had 140 WPM.
Additionally, 11 videos had significantly higher WPM, with "Dania's Story: The Power of Prayer" by Samaritan's Purse reaching 178 WPM.
On the other hand, 11 videos had notably lower than 140 WPM, with "This Ramadan #EveryGiftCounts" by the UNHCR recording 103 WPM.
After analysing the data, 70% of nonprofit animations feature female narrators.
We've noticed this pattern in our work at Leon! Animations, where the compelling voices of Atibo Onen, Jennifer Kanari, and Ségolène Birien regularly bring life our nonprofit videos for UN Migration and the NHS.
We went further by rating the tone of all 40 videos on a scale from 0 to 5, where 0 is scientific and five is poetic. Interestingly, the average score landed right in the middle at 2.9. This statistic means these videos, on average, balance presenting facts and more artistic expression. The most popular video (and also most scientific) of the 40 videos is the Mayo Clinic's "Female Fertility Animation", which illustrates the female fertility and menstrual cycle from the release of an egg to fertilisation or menstruation.
Meanwhile, one of the most poetic videos was "Draw My Life: Orkid at SeaWorld" by People for the Ethical Treatment of Animals (PETA), which told the life story of a whale named "Orkid" enduring the struggles of being born into captivity.
Nonprofit Videos' Surprising Scarcity of Subtitles
Surprisingly, only 28% of the videos on the list use open captions, while 23% have closed captions.
Open captions are always visible, while closed captions can be turned on or off by the viewer and offer multiple languages. It's peculiar that many organisations on our list don't use closed captions. Despite being advocates of inclusivity, these nonprofits overlooked a simple tool.
Decoding Nonprofit Video Engagement: Views, Comments, and Human Connections
Examining the engagement metrics reveals a notable imbalance. For every 150 views, a video receives about one like and less than 0.1 comments.
It's like a big party where everyone's watching, but not many are dancing or talking. For instance, if a nonprofit animated video gets 1500 views, it'll get (on average) 10 likes and one comment.
However, there's an exception in the video "What are the Rules of War?" by the International Committee of the Red Cross, which outlines the historical development of International Humanitarian Law, emphasises the protection of civilians, detainees, and the sick or wounded during armed conflicts, and out with an impressive View to Like ratio, approximately one like for every 40 views. Interestingly, despite receiving numerous likes, it appears to be the most controversial video based on the comments.
It's also worth noting that the nonprofit videos on our list boast (on average) a 1½ to 1 video views to YouTube subscribers ratio, demonstrating that animations can help nonprofits reach beyond their subscriber base.
As we explored the comment sections, we noticed a pattern:
My Story - Personal experiences shared by viewers.
Agree! - Comments in support of the video.
Debate - Profound, critical discussions on the content.
We've mentioned that "What are the Rules of War?" by ICRC appears to be the most controversial video based on the comments.
Comments such as "As a veteran, I can personally vouch that every 'rule' mentioned on how to treat the enemy gets broken…" from @SKtube0.
This comment challenges the rules of war in the video, and we can see replies such as "Just because the 'rules' get broken does not mean they aren't worth supporting and fighting for…" from @itsvalentino2128 countering the comment.
Some ask for subtitles (nonprofits are surprisingly poor on this), e.g. @emilybell7984's on the video "A global history of women's rights" by UN Women: "Please add real Closed Captions (not auto-generated ones) to make this accessible!"
18% of the nonprofit videos we looked into did not allow comments. They might want to control the online conversation, avoid negativity, or handle sensitive subjects carefully.
When examining nonprofit video scripts, we see common elements:
Personal stories
Statistics
Explanations
Clear calls to action
Multifaceted solutions
These elements form the backbone of compelling nonprofit narratives, inviting viewers to connect, empathise, and join the cause!
Let's explore a selection of the most popular video animations by the 40 biggest nonprofits on YouTube…
Quirky Wonders: The Unusual Charms of Nonprofit Animation and Some Personal Favourites
As I journeyed through these 40 nonprofit animations, some caught my attention…
In Dania's Story: The Power of Prayer, Dania shares her story of growing up in poverty in the Middle East, highlighting the impact of prayer and the joy a simple shoebox gift brings.
The script weaves impactful stories about their challenging circumstances, explains their specific needs, and concludes with a clear call to action – donating or participating in programs like Samaritan's Purse's shoebox gifts.
Moving forward, we have the UN Environment Programme's pixel-style animated video: "Play a Game and Score for Nature". It is a retro-style pixelated game that invites viewers to engage with the Global Biodiversity Framework, urging participation in the #GenerationRestoration movement with a unique and entertaining approach.
In the Gates Foundation's "Clean Water Projects - Reinvent the Toilet" video, they take a lighthearted approach to the serious topic of sanitation.
Opening with an exploration of various ways to refer to poop – "Poop, doodoo, #2, kaka, crap, shit" – the video transforms the everyday topic of waste into a creative and humorous narrative.
The UNHCR's Ramadan video uses the period of Ramadan to seek help and donations. In the video, they begin by zooming into a TV news segment about refugees' challenges. Then, they zoom in further, showing specific examples of these struggles.
This experimental animation technique symbolises a closer, more intimate look at the lives affected by different challenges.
One standout gem in my view is the video titled "World Leaders Get Schooled On Climate Change" by Amnesty International. This piece, using the distinctive South Park style to depict world leaders, not only infused humour but also conveyed the urgency of addressing climate change.
Similarly, the WHO's video titled "I had a Black Dog, his Name was Depression" resonates profoundly by vividly portraying the struggles and mental toll associated with depression. This impactful representation provides a deeper understanding of the challenges many individuals face, contributing to increased awareness and empathy for those dealing with depression.
I also liked how they suggested ways to handle such situations, such as regularly exercising, talking to the right people, and creating a mood journal. This video inspires people to keep going even in the darkest times, including Leon!, who is interested in supporting people, particularly creatives, in managing their mental health. (Check out our blog, "Take a Brake Before You Break".)
Conclusion: Harmonising the Art of Nonprofit Animation
As we wrap up our exploration of nonprofit animations, we've navigated the dominance of female voiceovers through animation lengths and delved into engagement metrics. We've also examined the dynamics of words per minute and the ratio of views to subscribers. Now, we'd love to hear from you – what topics or comparisons would you like us to delve into next?
Whether it's a comparison with top commercial companies or exploring a specific aspect of nonprofit videos, your input guides our future research to uncover more insights and trends in the world of animated videos for a cause.
Let us know your thoughts!
