Using Elements of Storytelling to Tailor Conservation Social Media

Abstract Storytelling is an important tool for wildlife conservation. However, some storytelling elements may lead viewers to draw counterproductive conclusions about conservation. We explored how central elements of audio-visual storytelling – emotional endings, plot changes, music, and story topics – are related to the conservation value of comments on YouTube videos of orangutan rescue and rehabilitation organizations. Views increased with plot changes and decreased with faster music, but videos with faster music received more likes. Comment types were also related to certain storytelling elements, including story topics – videos of orangutans being released back to the wild yielded the most positive and conservation-productive comments and the fewest negative comments about orangutans or local people. Our findings illustrate there is no single type of social media post that can achieve every goal of wildlife conservation organizations; content creators should carefully select emotional valence, plot changes, music, and storylines based on intended audience and goals.