Community Choice Aggregation (CCA) has undoubtedly changed California’s energy landscape. With CCAs, cities and counties across the state can control their energy futures while delivering tangible benefits for residents and businesses.
Yet, for the general public, a CCA remains an abstract concept. A line item on their monthly power bill. Another bureaucratic acronym. Bridging this gap between the positive, grassroots impacts of CCAs and the public’s awareness of them requires creative and thoughtful marketing.
Short-form video on social media is one way that CCAs can bring these stories to life. Video content can showcase customer benefits, humanize staff, spotlight community partnerships and center authentic voices and visuals. In other words, it’s an opportunity to “show” instead of “tell.”
Take MCE’s recent community initiatives as an example.
When MCE partnered with the City of Martinez and the Boys & Girls Clubs of Contra Costa to reveal a local community mural, a Tripepi Smith videographer was on hand to capture the moment. The team produced a series of energetic video reels capturing the atmosphere, the creative process and the partners’ commitment to a cleaner future. These recap videos spoke to the community roots of MCE and captured more than a photo or graphic could.
Short-form video also helped tell the story of MCE’s recent support for Homeward Bound of Marin’s facility upgrades. Rather than sharing a list of the building’s energy improvements, the videos featured voices from the people delivering housing and social services to community members experiencing homelessness, alongside MCE and partner organization staff. This approach highlighted the purpose behind the project and demonstrated how MCE reinvests in the communities it serves.
In both instances, short video formats allowed viewers to see and feel the direct result of CCA investment in real time.
To replicate this success, CCAs should consider a few core short-form video strategies:
- Lead with human stories: Focus on the people affected by the program or initiative rather than the program itself. Let community-based organizations leaders and community members share the benefits in their own words.
- Keep it concise: Target 30 to 60 seconds for platforms like Instagram Reels, LinkedIn, and Facebook to maximize retention and shareability.
- Highlight partnerships: Tag community-based organizations, local city governments and community stakeholders directly in posts to expand organic reach and reinforce collaborative investment.
Short-form video is more than an engagement tactic. It is an avenue for CCAs to demonstrate transparency, highlight trusted local messengers and show how clean energy programs are making a difference in communities.
Tripepi Smith’s CCA CommuniCAtor Insights series examines aspects of and best practices for communicating the value and impact of CCAs to ensure community messaging is reaching and engaging key audiences to promote their involvement.
