In today’s tech-driven world, keeping your organization’s social media profiles up to date is essential. Staying on top of ever-changing trends and learning how to master the latest algorithm updates are also important if you want to increase engagement and create a following that is passionate about your mission. If your organization is looking to increase social media engagement, start here.
Video is vital
In the age of TikTok, short-form vertical videos have taken over. Whether it’s TikTok trends, Instagram Reels, or Snapchat stories, Gen Z has been drawn toward short-form vertical videos since the days of Vine.
Some elected officals even have TikTok accounts now! This form of social media has the highest level of engagement among Gen Z users, who account for 60% of TikTok usage. If your organization is trying to connect with Gen Z, TikTok is the place to be. Even if Gen Z is not your target age demographic, TikTok videos are widely shared on other platforms like Twitter and Facebook, making them visible across demographics.
Have you ever noticed while browsing through YouTube you can automatically tell which creator made the video due to their branding and style? This same tactic can be applied to all forms of social media. When you stick to a style guide of set colors and fonts, your followers will more easily recognize your content when they’re quickly scrolling through their feeds. (If your nonprofit is struggling with branding, our Nonprofit Liftoff course is for you.)
Making connections and building relationships through social media is so important these days, especially as we begin to emerge from the pandemic. Social media is meant to be social! Your followers are much more likely to engage with your content when it’s on a subject they can relate to and written in an authentic voice. Being professional is great, but it’s the human connection that will drive engagement — a conversational tone often makes the most sense for social media. Your brand should feel human, not like there is a robot on the other side of the screen.
Huge brands don’t frequently tweet about their actual product or services. Their brand is already established and their audience knows who they are and what they do, so their marketing focuses is on building relationships to keep people engaged and following.
Especially for small organizations, it can be disheartening to see dips in your social media stats. Don’t worry, change takes time. Testing out different types of social media content on different platforms and at different times can give you a better idea of what is resonating well with your audience. Always keep testing, even once you’ve established a solid audience base.
Is your organization struggling with social media? Our digital experts can help implement a strategy that saves you time, reaches your audience, and helps you achieve your goals. Book a free strategy call with us today.