Photography, video or documentary: which does your organisation need?

The right format depends on what you need people to understand and do. Ask three questions: who is the audience, what should they take away, and where will they see it?

Photography works for almost every channel: reports, websites, press, social media and exhibitions. It is quick to deliver and easy to reuse for years. Choose photography when you need a strong visual record, images for publications or content that must be published the same day.

Event video captures voices, energy and atmosphere. Short highlight films and speaker clips work well on social media and at future events. Choose event video when the people speaking are the message.

A documentary follows real people and shows what changed in their lives. It takes more time and budget, but it is one of the most powerful ways to demonstrate impact to donors, partners and decision-makers, and it stays useful for years.

• Photography: fastest to deliver, most flexible, lowest cost per use
• Event video: best for voices and atmosphere, strong on social media
• Documentary: deepest evidence of change, longest life, highest investment

Often the best answer is a planned package. A documentary shoot can also produce photographs for the annual report and short clips for social media, at a lower cost than three separate projects. Planning the formats together from the start is what makes this possible.