At its most basic level, impact focuses on the real-world influences of the media we create. In my line of work, that means how documentary films can change society.

This can and does go far beyond views and likes on social media.

My first film, New Roots, didn’t have an impact goal, although I did make it to create a discussion around food security and sustainability in our community. To release the film, I partnered with the local organizations Wildsight Kimberley/Cranbrook and the Cranbrook History Centre to host a screening and discussion of the film.

Being my first documentary, this was “impact” enough for me for the time being.

My second film, The Will to Change, was commissioned specifically to create an impact in our local community. To achieve that, we had to strategize its release.

As we were at the tail end of the pandemic and live screenings were still a bit questionable, we created a 6-week social media campaign and a PR plan to accompany the release.

Judging from our conversations on Facebook and Instagram and the amount of press we received, the community resonated strongly with the messages in the film.

Of course, we kept track of the numbers and had KPI’s we wanted to meet in terms of views and social shares, and we with both the conversations and numbers, we feel we achieved the desired impact, which was starting to change perceptions around homelessness in the community.

If we had just posted the film to YouTube once and shared it on Facebook, I doubt we would have had the same success.

My third film, #MoCrazyStrong, is still in the infancy of its Impact Campaign. But even early in the film’s release, we have had impact success, including screening on Capitol Hill in Washington DC for lawmakers and creating events with partner nonprofits to screen the film.

All this is to say, every film and organization will have a different path to impact. What is essential is to know what impact means to you.

Perhaps you’re happy with a certain number of people watching your film. Great!

But I encourage you to think bigger.

Maybe you want to advocate for a group of marginalized people. Excellent!

Think of ways you can advocate for them. Do you want behavioural change amongst the “oppressors”? Do you want to empower the marginalized? Do you want to make policy changes to help those marginalized? Each goal has a different audience and a different strategy required.

Remember, the larger the impact and the larger the goal, the more time, resources, and budget you’ll need to accomplish the goal, so plan accordingly.

Impact is the bridge that connects storytelling and real-world change. To create that change, you need to understand your impact goals, what you’re hoping to achieve, and then develop a well thought out plan for how to achieve them.

While having thousands of people watch your film is nice, to me it means nothing if it’s not starting or continuing conversations of how we can improve our communities, our countries or our world.  I’d rather reach 100 people who can be influenced through the film to take action rather than 100 000 passive bystanders to the story.

To create meaningful impact, you need to concentrate on reaching those who have the ability to enact change, and focus your outreach goals there.