How to Produce a PSA for Social Media

If you need a refresher on what a public service announcement is, it’s a message disseminated to the public regarding public interest. From PSAs about the dangers of texting and driving to reminders about if you see something, say something, these no-cost messages exist solely to make the public aware of something. Traditionally, PSAs are distributed on television or over the radio. However, public service announcements are getting a broader reach today, being shared through various outlets including on social media.

If you’re planning to publish a public service announcement on social media platforms like YouTube, TikTok, Snapchat, Instagram, or Facebook, there are a few considerations to make.

How to create an effective PSA that will translate on social media

Come up with a creative hashtag. Creating an effective public service announcement that translates across online media means coming up with a relevant hashtag. When you use a hashtag, it makes finding more information about your PSA easy, as hashtags keep all messages about a specific topic in the same space. Whichever hashtag you choose should align with the messaging in your public service announcement. 

Include open captions in social media videos. A majority of audiences use social media without sound. As such, you’ll want to include open captions in your public service announcement so the messaging gets across whether people watch your video with or without the volume turned up. Additionally, closed captions make your video accessible to all, regardless of hearing ability. 

Be aware of length. When sharing a PSA on social media, you’ll want to make the length of the video a major priority. If it’s too short, there’s a good chance you’re not getting your message across. If it’s too long, you’re more likely to lose your audience’s attention. Aim for a PSA that’s about 30 seconds to one minute in length to ensure you’re keeping people engaged. This range gives you ample time to educate your audience, spread awareness, and guide them to where they can seek more information without boring them. 

Hit the right emotions. Typically when people think of public service announcements, their minds go to sad, hard-hitting videos. While that might be the case sometimes, not every PSA has to strike a melancholy chord. Consider the content of your video and what emotions that topic should convey. Then, focus your messaging around that emotion. From the script to the colors and footage or animations, every aspect of your public service announcement should be a nod to the sentiment you want to evoke from the viewer. 

Know your audience. How can you relay relevant messaging if you’re not sure who you’re speaking to? Knowing your audience not only helps you create your PSA — but also helps you decide where you’re going to post your message. For example, if your PSA targets Gen Z, you’ll want to craft a message that works on platforms like Snapchat and TikTok. On the contrary, if you’re speaking to an older generation, you’ll want to tailor your messaging and presentation for platforms like Instagram and Facebook. 

Work with a professional video production company on your PSA for social media

Ensure your PSA reaches more people by making it shareable on social media. If you’re unsure how to strike the appropriate tone or produce a PSA fit for use on social channels, RaffertyWeiss Media can help. Our experience and expertise allow us to create creative PSAs for social media tailored to your needs. Get in touch with us today to see how we can help you.