The New Reality: Algorithms Are Killing Your Conservation Storytelling
This isn’t something that many conservation organizations want to hear: social media timelines and newsfeeds are places where content goes to die a quick death.
In 2025, every conservation organization in Canada, big and small, faces a dilemma: Should you continue to focus exclusively on quick, attention-grabbing content that puts its fate in the hands of algorithms? Or should you create enduring narrative full-length or short documentaries about the work you do that stand the test of time? While short-form social media content might generate instant engagement, investing in documentary projects offers greater value and impact.
Sure, I may be biased as a conservation filmmaker. But in a past career phase I travelled the conference circuit as a speaker on social media. I’ve seen the huge changes and how algorithms are hammering content today.
Here are five reasons why prioritizing a long shelf life for conservation documentaries is not only a smarter strategy but also a wiser financial and creative investment.
1. Timeless Stories Have Lasting Impact
Social media thrives on trends and novelty. While a viral video might spark a flurry of likes, shares, and comments, its influence is often fleeting, overshadowed by the next viral sensation. Conservation documentaries, on the other hand, tell stories that resonate across years — or even decades. They explore themes like biodiversity loss, habitat restoration, or the importance of indigenous knowledge, which remain relevant over time.
A well-crafted documentary continues to educate and inspire new audiences, ensuring that your message has a lasting legacy. For example, films like The Blue Planet or Chasing Ice remain influential long after their release because they tackle universal environmental truths.
2. A Better Return on Investment
Short-form social media content may be inexpensive to produce, but its lifespan is notoriously short. Algorithms quickly bury posts, leaving creators scrambling to produce the next piece to maintain visibility. This cycle can become costly and exhausting.
Documentaries, however, are an investment in quality over quantity. Platforms like Netflix, PBS, or National Geographic favour long-form content, offering distribution deals that generate revenue for years. Additionally, once completed, documentaries can be repurposed into shorter segments, behind-the-scenes clips, or educational materials, amplifying their reach while retaining their core value. A documentary can also be used at public events, pitching to donors, fundraising events, or put on a streaming service to earn steady revenue, etc. The power of a conservation documentary can be undeniable.
3. Documentaries Are More Credible
Conservation issues are complex and often require nuance. Social media, constrained by brevity, can oversimplify or misrepresent the depth of these issues. Documentaries provide the time and space necessary to explore root causes, solutions, and the perspectives of all stakeholders.
This credibility is crucial for engaging policymakers, organizations, and funders. A thoughtfully produced documentary can serve as a tool for advocacy, influencing decision-makers and driving real-world change, while short videos rarely achieve such levels of authority or respect.
4. They Build Stronger Connections with Audiences
A conservation documentary is a storytelling masterpiece, weaving together characters, conflicts, and resolutions that leave audiences deeply moved. This emotional connection fosters a sense of responsibility and action in viewers, a reaction that quick social media videos rarely evoke.
Documentaries also reach broader and more diverse audiences. They are shown at film festivals, in classrooms, and at community events, creating opportunities for meaningful discussions and partnerships that amplify their impact.
5. Timeless Content Supports Conservation Goals
Conservation work is inherently long-term. Restoring ecosystems, protecting endangered species, and addressing climate change require sustained effort and support. Documentaries align with this timeline, acting as enduring tools to educate and rally people to the cause.
I always stress this in any conversations: Short-lived social media campaigns may raise temporary awareness, but documentaries leave a legacy. They document your history, preserve knowledge, and inspire future generations. You only have to look at YouTube or Netflix to find conservation documentaries made years ago that are continuing to make an impact today.
Let’s look at it this way: In conservation work, we plant tree seedlings knowing that it’s a long term investment. What if we embraced documentary-style content the same way?
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- The New Reality: Algorithms Are Killing Your Conservation Storytelling - November 22, 2024
