#videocommunication

Look, I'm going to be straight with you. Your government policy communication strategies are probably terrible. Not because you're bad at your job. But because you're still doing things the way they were done in 2005.

The world moved on. Your citizens moved on. But most government departments? Still sending out press releases like it's 1995.

Here's the reality. South Africa has 43 million people online. Facebook has 22 million South African users. TikTok is exploding. WhatsApp is how families actually communicate. And you're still wondering why nobody reads your quarterly newsletter.

Wake up. The attention is on video. All of it. Every single bit of it. And if you're not creating video content right now, today, you're literally invisible to the people you're supposed to serve.

The Attention Game

You know what's crazy? Trust in government went from 46% to 52% last year. Six points. That's massive. You know why? Because some smart people in government finally figured out that citizens don't owe them attention.

You have to earn it. Every single day. On every single platform where your people actually spend their time.

Stop thinking about what's convenient for you. Start thinking about what's convenient for a woman scrolling through Facebook on her lunch break. Or a young guy watching TikTok videos on his commute. Or a family sharing clips in their WhatsApp group after dinner.

That's where the game is being played. And right now, most government departments aren't even on the field.

Why You're Already Late

Some of you reading this are thinking "but we don't have budget for video production." Wrong. You have a smartphone in your pocket right now that shoots better video than professional cameras from ten years ago.

Others are thinking "we need to get approval from seven different people before we can post anything." That's an excuse, not a reason. Netflix didn't ask permission to disrupt television. Uber didn't ask taxi associations if it was okay to exist.

I'm not saying ignore protocols. But I am saying you need to move faster. Way faster. The speed of government communication right now? It's killing you.

Here's what kills me. You've got 18 million people receiving social grants. That's incredible. That's real impact. But nobody sees the stories behind those numbers because you're too busy writing reports nobody reads.

Film the grandmother who can now feed her grandkids. Film the student who got through university on NSFAS. Film the small business owner who grew because of government support. These stories exist right now. Today. And you're not telling them.

Content is King But Distribution is Queen

Making one good video and posting it on your website? That's not a strategy. That's just checking a box so you can say you did something.

You need to be everywhere. YouTube for the long-form explainers. Facebook for the community engagement. TikTok for reaching young people. WhatsApp for the shares. Instagram for the visual stories. X for the quick updates.

"But that's too much work." No. It's one video cut into six different pieces for six different platforms. That's called being smart about distribution.

The Government Communication and Information System has frameworks for all of this. The Medium-Term Development Plan has three massive goals. Growing the economy. Reducing poverty. Building capable government. Every single one of these needs video content explaining what's happening and why it matters.

Document everything. I mean everything. Construction sites. Community meetings. Training sessions. Service delivery. All of it. Because in five years when citizens ask what you accomplished, you'll have proof. Not promises. Proof.

Stop Being Boring

Government communication is boring because you choose to make it boring. There's no law that says explaining policy has to put people to sleep.

You know what's not boring? Real people solving real problems. Progress happening in real time. Officials actually caring about the work they do.

The Government Segmentation Model breaks South Africans into five groups. Each group consumes content differently. So stop making one boring thing for everyone and start making five interesting things for specific people.

Make a video for pensioners about healthcare access. Make a different video for entrepreneurs about business support. Make another one for parents about education improvements. Specific beats generic every single time.

The Authenticity Factor

People can smell fake from a kilometre away. Staged videos with actors reading scripts? Nobody trusts that. Nobody shares that. Nobody cares about that.

But a municipal manager standing at a construction site, explaining what's being built and why it matters? That's real. A health worker doing home visits and talking about the impact? That's real. A teacher excited about new training? That's real.

Real wins. Every time. Stop trying to be perfect and start trying to be genuine.

You want to know why some government videos go viral and others get 47 views? It's not production quality. It's authenticity. It's whether people watching can tell you actually give a damn.

Speed Beats Perfect

You're overthinking this. Seriously. You're having meetings about meetings about whether to maybe consider possibly creating a video strategy.

Meanwhile, your citizens are watching hundreds of videos every week. Just not yours. Because you're still in planning mode while everyone else is in execution mode.

Start today. Grab your phone. Film your director explaining this month's priorities. Two minutes. Post it. Done. Learn from that. Make another one next week. Learn from that too.

The Government of National Unity created coordination challenges. Different parties. Different views. So what? Show the work getting done regardless. Document the progress happening despite the complexity.

Perfect never ships. Good enough ships today and gets better tomorrow. That's how you win.

What Actually Matters

Views are vanity. Engagement is sanity. Results are reality.

Stop celebrating view counts like they mean something. What matters is whether behaviour changed. Did more people apply for services? Did sentiment improve in your tracking surveys? Do citizens actually understand the policy better?

The GCIS runs sentiment tracking for exactly this reason. Use it. Measure against it. Let actual impact guide your content decisions, not what feels impressive at budget meetings.

The Opportunity Right Now

Trust improved last year. Citizens are slightly more optimistic. The political environment proved cooperation is possible. This is your window.

But windows close. And this one will close fast if government goes back to business as usual. Back to press releases. Back to boring pamphlets. Back to pretending 2025 is 2005.

The departments that go all in on video now will be the ones citizens trust in five years. The ones that keep making excuses will keep being ignored.

Time to Choose

Government policy communication strategies work when you meet people where they are. Not where you wish they were. Not where they were ten years ago. Where they actually are right now.

And right now, they're on their phones watching videos. Lots of videos. About everything. Except what their government is doing. Because most government departments still haven't figured out that the game changed.

You can keep waiting for perfect conditions. Keep having meetings. Keep writing reports nobody reads. Or you can grab your phone, start filming, and actually connect with the people you serve.

The choice is obvious. The only question is whether you're brave enough to make it.

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