How Change.org uses video to turn signatures into stories
Blog post from Mux
Change.org uses short supporter and testimonial videos to personalize petitions, build momentum, demonstrate campaign outcomes, and help distinguish authentic human participation from potential bot activity among its more than 500 million users. Its Supporter Voices feature lets signers record vertical videos that are ranked partly by visible human presence, with higher-scoring videos receiving greater prominence in petition feeds. After replacing its former video provider with Mux, Change.org completed a migration in just over a month with a three-person team and gained access to video error, traffic, and engagement data that supports both engineering and marketing. The new analytics helped identify bots repeatedly playing videos and increasing costs, while Mux Player simplified visual player updates that previously required full development and release cycles. The organization is also considering automated captioning, translation, and conversational performance-data search tools to make petition stories more accessible internationally and expand their impact.
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