Case Study: The Jane Goodall Institute achieves 2X more likes and 3X more shares on Facebook with Animoto

Jane Goodall Institute showcases how non-profits can stand out on Facebook with square video

The Jane Goodall Institute, a non-profit founded by primatologist Jane Goodall, aimed to raise awareness and drive donations on Facebook. To do this they worked with Animoto, using Animoto’s Marketing Video Builder (Standout square style) to quickly repurpose existing photos and clips into a short, text-driven video with music and a “Donate Now” call-to-action.

Using Animoto, the team A/B tested square versus landscape videos—after an initial $50 test per format the square ad delivered 2x the views, 2x more likes and 3x more shares than the landscape version, leading them to invest an additional $200. The Animoto-made square video produced 28,000 views, nearly 2,000 reactions and 500 shares, driving increased engagement and donations on mobile-focused Facebook audiences.

The Jane Goodall Institute

Ashley Sullivan

Community Engagement Specialis