Conversational

• Speak directly to your audience as if you are explaining an issue to a constituent
• Avoid overly rehearsed language
  • Create a DTC script, but encourage speaking off the cuff as well; videos should feel natural
  • If you don’t need a script, consider writing down key points you want to hit in a list format
• Use concise, accessible explanations and verbiage

Authentic

• Use your own voice and perspective
• Show why an issue matters to your community

Timely

• Use DTC videos to respond to moments in the news, climate-related events, or policy developments
  • DTCs on timely topics should be posted the same or next day in order to be picked up by algorithms
• Utilize commentary and information to explain what is happening, why it matters, or what is being done about it

When filming:

• Look at the lens, not yourself
• Keep your phone steady using a tripod or stable surface
• Speak naturally and confidently
• Keep videos short and focused
  • 30–45 seconds is often a strong range if you can deliver your message clearly
  • Prioritize keeping viewers engaged rather than stretching content unnecessarily

Explainer Videos

Explainer videos take more preparation but are one of the strongest formats for building credibility and becoming a trusted voice on key issues. To keep audiences watching longer videos, add variety throughout the video by using clip embeds, green screens, headlines, photos, and graphics.

Giving viewers new visuals throughout the video helps maintain attention. Text on screen is essential because it gives viewers context before you start speaking and helps frame the message of the video.

Best for:

• Breaking down climate policies
• Explaining city developments
• Highlighting local action

Format:

Hook → Information → Why it matters → Call to action/solution

Here is an Example of New York City Mayor Zohran Mamdani asking New Yorkers to stay safe during extreme heat and how to find the nearest cooling center.

Best practices:

• Add text on screen (TOS) for context and to grab the audience’s attention
• Use clip embeds when responding to news moments
• Use graphics, photos, or visuals to provide additional context
• Use green screen features when referencing articles, announcements, or reports

Green Screen Videos

The green screen feature on the TikTok or Instagram app allows you to place a photo, video, headline, or graphic behind you while keeping yourself in frame. This works well for adding context while keeping the focus on your explanation.

For photos, you can resize yourself and move around the frame to highlight key parts of a headline, graphic, or image. For videos, you can react while the clip plays behind you, which works well for timely response content.

Best for:

• Reacting to news
• Explaining headlines
• Providing context around climate stories

Format:

Strong hook → Green screen asset → Explain the impact → Call to action/solution

• Full video can begin over green screen asset, or just a section of it

Here is an Example of Minneapolis Mayor Jacob Frey explaining the concept of Biochar, and how the City is leading on this.

Best practices:

• Build assets directly in TikTok or Instagram (when using this feature) rather than using an outside green screen app
• Use the background asset as a visual aid, but keep the speaker as the focus
• Explain why the information matters to residents

Clip Embeds

This format is especially useful when you do not have time to film a longer explanation but still want to respond quickly. The hook does not need to be long — its purpose is to grab attention and pull the viewer into the clip. Your outro commentary or reaction is what connects your perspective and voice to the moment.

While posting a clip with a caption can work, adding an intro and outro usually creates stronger engagement because audiences are hearing directly from you.

Best for:

• Rapid response moments
• Sharing quick reactions without filming a full explainer

Format:

Quick hook → clip embed → commentary

Best practices:

• Film a quick intro/outro video, then follow up with commentary or a longer explainer
• Both formats help build your brand and usually have higher engagement rates than clips with captions alone
• Choose shorter clips that allow for optimizing length (under 30 seconds is ideal)