The Relevance of Videos as a Practical Tool for Communication and Dissemination in Horizon2020 Thematic Networks

Abstract

Thematic networks (TNs) are Horizon2020 projects promoted by the European Innovation Partnership Agricultural Productivity and Sustainability (EIP-AGRI) that collect existing knowledge and best practices on a given theme in agriculture and forestry. Their purpose is to make these available in easily understandable formats for users such as farmers/foresters and advisors. Videos are a powerful tool for communication and dissemination about project outcomes; thus, they are frequently used as part of project activities. Despite the large number of videos that have been produced by TNs, only a few have reached a high number of views. Hence, most have not reached a wide public, decreasing the impact of TNs' outputs. This paper analyzes several characteristics of TN videos in order to suggest best practices. That is, we investigated whether each characteristic influences the number of views or average percentage watched. Using the analysis, we suggest several best practices. For example, future TNs should show practical content prioritizing farmers as a speaker and translate videos in more than one language. Better involvement of project partners increases the contact with farmers; thus, outcomes are more easily spread, and the chance of being applied increases. To increase the visibility of videos, a user-friendly digital knowledge platform linked to demonstration activities and peer-to-peer exchange will improve the sharing of knowledge. This will further enhance a TN's impact and sustainability in agricultural and forestry innovation in the longer term.