Summary

A series of creator-produced short videos significantly persuaded audiences that utility-scale renewable energy makes power grids more reliable and to support their community in taking advantage of Inflation Reduction Act (IRA) incentives to improve their local grid.

Study Design

A sample of 998 self-identified moderates residing in states with high potential for renewable energy development completed the study in September 2023. The states were AZ, GA, MI, MN, NV, NC, OH, PA, TX, VA, and WI. Participants were randomly assigned to view either one of four short creator videos or a placebo video. Participants were asked to rate their agreement to the following statements:

1) Wind and solar energy combined with increased battery storage makes power grids stronger and more reliable.

2) The Inflation Reduction Act is helping build out more clean renewable energy sources like wind and solar.

3) I support my community taking advantage of the IRA to build the power grid in my area.

Key Findings

• Three of the four videos were effective in educating moderates about the capabilities of wind and solar energy to improve the power grid.
• All four microvideos significantly persuaded moderates that the IRA is helping build out more renewable energy sources (14-19% increase).

• All four videos persuaded moderates to support their community utilizing the IRA to build clean energy capacity.
• More research should investigate targeting audiences in suburban areas. This research found that residents in suburban areas consistently had more pronounced effects.
• Creators that brought familiar elements of their personal brands into their videos appeared to be the most persuasive. These videos used signature dance moves and characters that already had a presence in their account, making them more familiar and possibly more persuasive.