By Ernie Civic, Community Boost
This article is part 3 of an 6-part series called “Digital Marketing Toolkit for Mission-Driven Organizations”. These articles originated from and were previously published by Community Boost, a digital marketing agency that works with nonprofits of all sizes and sectors to accelerate and scale online revenue and impact.
With the social space constantly changing and evolving, I’ve realized that nonprofit organizations are having more difficulty identifying where their audiences are but also how to properly engage them. As more networks become available, spending your time, money, and energy on identifying nonprofit social media strategies and trends seems impossible.
So, how do nonprofits target their ideal audiences and engage with them? Simple, by truly understanding the nonprofit social media channels and their behavioral patterns. You see we all join different channels for different reasons and engagements.
Example* A Twitter user is on Twitter for quick summaries of what’s happening around their interest. They are not on Twitter looking for the best and coolest videos and pictures. They want quick updates on the latest trends, interesting topics, etc. Knowing this about Twitter and its users now, Should your organization share the super awesome video/promo it has? Probably not. But your organization could quickly share that a super awesome mission video has just launched and a link where they can watch.
You see when you are beginning to gather insightful information like this, you begin to create really awesome content. So what’s awesome content? Awesome content is (properly personalized pieces of information) X (shared to the right audiences at the right place) = (Awesome content).
Let’s jump into the various types of audiences living on our nonprofit social media platforms and how you can better engage these users while driving brand awareness to new heights.
Nonprofit Social Media Pillars of Success
Facebook/Meta Demographics for 2022
Facebook/Meta continues to dominate the social space for many reasons. Their advertising works extremely well. Your organization can run retargeting ads and interest ads all day long and drive some serious ROI.
With over 70% of Facebook users being adults, Facebook/Meta naturally positions themselves as the perfect suiter for your nonprofit social media content.
But before you start running post after post, remember that each audience interacts differently based on the channel. For Facebook/Meta we recommend your organization focus on these pillars.
Your Facebook audience is not looking for a sales pitch, and they’re certainly not going to engage with one. They want to engage with content that will make them smile, make them think, or improve their lives in some way. Your organization should post content that will inspire, inform and teach them about the great work that you do.
Instagram Demographics for 2022
Let’s face it. Instagram is super cool, with so many features like the reels, stories, buttons, tags and so much more. It makes it the perfect platform to share your mission and impact.
With over 2 billion monthly users spending more than 29 minutes per day and their largest age group being 25-34-year-olds, Instagram easily makes itself the platform to be on.
Instagram was created so that users can share their experiences through photos. As algorithms change so do the platforms and their requirements. As of today, Instagram is a VIDEO FIRST platform picture second. It also encourages its users to utilize new tools and systems that are constantly becoming available. With that said, here are your 3 pillars for Instagram brand awareness and engagement success.
Your Instagram audience wants to see high-quality content. HD videos with super cool and curated content. Don’t shy away from those creative juices. Instagram users love trendy songs, flashy edits, and engaging content. But before you jump in and create the best video ever. Keep in mind the other two pillars of success. Learn to use your hashtags accordingly. These sometimes require research. And lastly, you have to take advantage of the latest tools available to you. Currently, you can post a “donate” sticker on your story which will send people right to your donation page. How cool is that!?!
TikTok Demographics for 2022
Over 1 billion active users are spending 89 minutes per day watching various TikTok videos. The majority of the users are between the ages of 10-19 and about 60% are female. This makes TikTok the ultimate discovery funnel for your brand awareness.
With its trendy, tech hacks, dances, songs, sports clips, memes, and so much more. TikTok is a great tool to test new ideas and have a little bit of fun doing it.
Let’s face it. By now you’ve seen a few hilarious TikToks and probably even tried some of the trendy dances. The platform is fun and extremely engaging. Your opportunity to jump in has never been easier.
To really succeed on TikTok all you have to do is BE ON TikTok. I hope you read that twice. You 100% should be on TikTok. Why not? Gen Z’s are extremely passionate about the social sector and taking care of the world. There are so many problems in the world that some of us are completely unaware of. You have the ability to teach and inspire the new generation of donors. The only pillar for success here is:
- Be active on TikTok
The best way to drive success here is to jump into trends that relate to your mission or organization and share your message.
YouTube Demographics 2022
2+ billion active users and a widespread age group with 15-35-year-olds being most active. Youtube becomes the ultimate place to share your why, your what, and most importantly, your how.
Over 62% of users log in daily. Building your subscriber list and having a place for longer videos will be the greatest dream.
Youtube users are looking for education and entertainment. Knowing this provides you with the steps and ideas you need to plan out your brand awareness strategy. Instead of forcing your long videos to Facebook, Instagram, and Twitter and getting less and less engagement, you can post them to Youtube and not only increase engagement but also allow users to really see what you all do.
The two pillars for successful YouTube engagement are:
You want to ensure that your content is educational and that users watching are learning something new. What can we learn from your impact, mission, or organization? Share with us what you all do and how you do it. Stories of impact can go a long way. This will not only educate but also entertain the audience.
Well, there you have it. A breakdown of nonprofit social media audiences and their behavior patterns. I hope this helps identify your nonprofit social media approach moving forward. Just always try to remember what works for one channel is probably not going to work for another. After all, we are joining these various channels for different reasons.