These three short videos, narrated by comedian Sasheer Zamata and featuring a cast of furry felines, answer some of the most common questions that Planned Parenthood receives online and in health centers about vaginas and vulvas.
We know sex education works best when it's welcoming, easy to understand, and fun. In contrast to the shaming and uncomfortable sex education many people receive, our key strategy was to make lighthearted, informative content that breaks through the unease many people feel when talking about their bodies. These videos help accomplish this goal because they're simple, entertaining, and non-judgemental.
It's critical that the information we share be medically accurate. All the information presented was thoroughly reviewed by members of the Planned Parenthood Education Division who are experts in public health information and messaging to online audiences with a eye towards behavior change. In collaborating with them, we e can be confident that the information we share is up-to-date and easy to understand.
Making information easily available is at the core of our video strategy. By providing captions and transcripts we're able to improve the accessibility of the videos as well as strengthen SEO, so that our videos can reach people who are looking for information on this topic.
Our Facebook post announcing the launch of the videos performed exceptionally well, with an organic reach of 425,439 users, an outstanding 15.07% engagement rate. The video received 58,095 views that were 10 seconds or longer, and of those viewers 28% turned the sound on (compared to an average of 8%) suggesting high audience engagement with the content.
When shared on Planned Parenthood Twitter and Tumblr channels, the videos performed better than average for our properties. Our top tweet received 34,246 impressions and 428 engagements, and our Tumblr post received 1,692 notes and a reach of 26,227. These all represent above average performances on our platforms.
Post launch, the videos have maintained steady traffic. On average, users viewed 77% of Episode 1, 82% of Episode 2, and 85% of Episode 3. Our "Taking Care of Your 'Pussy'" playlist was the fourth top performing playlist on our channel for 2017.
