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The world of charity video making has evolved faster in 2025 than in any previous year. With rising donor expectations, shifting digital behaviours, and increasing competition for attention, charities and nonprofits have had to rethink how they tell their stories. And as we look ahead to what to expect in charity videos in 2026, it’s clear that some trends will continue to define the sector, while new ones are already emerging.
In this guide, we break down the top charity video trends of 2025, explore what they mean for your organisation, and share how you can apply the lessons to create more meaningful, supporter-centred films in 2026.
Charities across the UK continue to face budget constraints, rising demand, and the need to stand out in a crowded digital landscape. Video has become one of the most effective ways to cut through the noise.
Supporters don’t just want updates — they want stories. They want transparency. They want connection.
Video provides all three.
This year, we saw UK charities take a major step towards more intentional, human-first, and emotionally intelligent storytelling. Let’s dive into what shaped 2025.
If 2024 was the year charities started reducing polished production, 2025 became the year authenticity officially beat aesthetics.
Supporters responded best to videos that felt:
For years, nonprofits assumed donors wanted clean visuals, cinematic shots, and polished studio interviews. But the continued rise of TikTok, Reels, and short-form storytelling changed how people view trustworthiness.
Supporters increasingly value transparency over production gloss.
Expect a continued shift to authentic, story-first content in charity video making. Your 2026 strategy should prioritise:
This aligns powerfully with charity video trends in 2026, which predict a rise in unfiltered, immersive storytelling.
Short-form content once felt like an optional extra. In 2025, it became indispensable.
Instagram Reels, TikTok, YouTube Shorts, and even LinkedIn videos offered charities opportunities to reach thousands organically — something static posts rarely achieved.
Short-form will continue to dominate.
But the biggest expected shift? Story structure will matter more.
2026 will favour short-form videos with:
If short-form isn’t part of your strategy yet, 2026 must be the year it is.
While short-form exploded, long-form video also made a surprising comeback in 2025.
Supporters spent more time watching:
Donors wanted substance — not just soundbites.
And as misinformation grew online, credibility became a priority.
Long-form content delivered:
Expect hybrid approaches: Short videos for reach. Long videos for conversion.
Supporters discover you through short videos. They connect with you through longer stories.
The combination will be crucial for charity video trends in 2026.
AI became a major talking point this year, but not always in the way the industry expected.
Most UK charities adopted AI tools to:
But very few used AI-generated footage or voiceovers. Supporters remain wary of entirely synthetic charity content — especially around sensitive issues involving beneficiaries.
AI-assisted, human-led filmmaking.
It saved time and improved efficiency, without replacing real human stories.
AI editing tools and accessibility features (like auto-captioning and translation) will expand.
But donors will still want real voices, real footage, real impact.
Ethical storytelling guidelines will become even more crucial.
2025 saw the rise of personalised donor content.
Charities began creating videos for:
This shift transformed donor stewardship. Supporters felt included, valued, and emotionally connected.
As AI tools streamline editing workflows, expect donor-specific videos to become standard. Personalisation is no longer a “nice to have.” It will be a core element of charity video making in 2026.
This is no longer a trend — it’s the new normal.
Vertical video ruled in 2025 because:
Charities that embraced vertical formats saw higher retention, better engagement, and more shares.
Even fundraising campaigns will be vertical-first.
Expect to see:
If you’re still shooting everything horizontally, 2026 is the year to shift your default.
2025 showed a significant rise in accessibility-conscious video production.
Charities implemented:
Supporters were vocal this year: If your story isn’t accessible, it isn’t inclusive.
Accessibility will continue shaping charity video trends in 2026.
Expect:
Accessibility is part of mission alignment, not just marketing.
Charities that focused on impact per minute saw stronger fundraising outcomes.
Videos that performed best:
Supporters are more discerning than ever. They want proof — not promises.
2025 was the year many UK nonprofits handed the storytelling reins to their communities.
User-generated content (UGC) thrived:
UGC built emotional trust and created diverse viewpoints.
Community storytelling will expand, especially in:
This shift aligns with non profit video making strategies that emphasise decentralised storytelling.
Charities have long used video for fundraising.
But 2025 marked a new trend: videos created specifically for stewardship.
These films helped:
Stewardship videos became powerful tools for retaining and upgrading supporters.
Donors want to know their impact. Stewardship storytelling will shape major giving strategies next year.
Based on the charity video trends in 2025, here’s what the sector should prepare for:
Charities will prioritise raw, unscripted moments over polished productions.
Short-form for reach. Long-form for depth. Both essential.
Especially where vulnerable communities are featured.
From major donors to monthly givers, everyone expects tailored communication.
Efficiency without compromising humanity.
Impact stories backed by evidence will outperform emotional appeals alone.
Vertical everything.
Here’s how to align with emerging charity video trends 2026:
And that’s where we come in.
At The Saltways, we help charities and nonprofits tell stories that move hearts and inspire action — through ethical, authentic, beautifully human films.
Whether you’re planning:
—we’re here to help you make it powerful, strategic, and deeply meaningful.
Book a FREE Consult with an expert at The Saltways.
Get personalised guidance on your 2026 charity video strategy. Let’s turn your mission into a story that inspires action.
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