Social media trends for nonprofit organizations have evolved significantly in recent years. Hootsuite, a social media posting management tool, recently held a webinar discussing impactful trends that help nonprofits navigate the ever-changing landscape of social media. The notable social media trends include a growing emphasis on engaging donors through entertaining content, exploring the different social media platforms and how they perform in the digital space, and when and how to use AI in your content.
Nonprofit Social Media Trend #1: Entertain to Engage
Nonprofits are increasingly recognizing the power of entertainment to capture the attention and hearts of their audience. Instead of solely relying on traditional methods of conveying their mission, organizations are leveraging the diverse features of social media platforms to create entertaining and shareable content. This could range from heartwarming stories of impact to engaging challenges or interactive live sessions.
For instance, a nonprofit aiming to support education might create short, visually appealing videos showcasing the transformative journey of a student. Incorporating elements of storytelling and emotion not only raises awareness but also fosters a connection between the audience and the cause. The key is to make the content not just informative but enjoyable, encouraging followers to share it with their networks.
This first trend focuses on the “social” aspect of social media, and encourages nonprofits to treat the space as less of an opportunity for commerce and more an opportunity for community. Hootsuite’s own research found that 40% of people consider organizations posting on social media “too corporate and insincere.” To combat this, nonprofits can create content that is meant solely to engage. After all, the focus of nonprofits, whatever their cause, is community!
Nonprofit Social Media Trend #2: Choose the Most Effective Social Media Platform
With a multitude of social media platforms available, nonprofits face the challenge of selecting the most effective ones for their campaigns. Each platform caters to different demographics and offers unique features that can impact the success of a campaign. Understanding your target audience is essential in making informed decisions about where to focus your efforts.
According to research, nonprofit organizations are most confident with and tend to have a presence on Facebook, Instagram and LinkedIn. Facebook is ideal for reaching a broad audience and sharing longer-form content. In contrast, Instagram is a visual-centric platform suitable for storytelling through images and short videos. LinkedIn is optimal for targeting professionals and B2B connections for more formal content. The outlier is Twitter which encourages real-time engagement and concise messaging for quick updates.
Perhaps you currently have an account on all four of these platforms. Try doing a social media audit to see which platform performs better for your nonprofit. Do posts see more audience engagement on one platform versus another? Identify your “hero platforms” and devote more time to content there. You have limited time and resources to invest. Make it worthwhile with focused efforts vs “buckshot”.
Nonprofit Social Media Trend #3: AI Can Assist with Honesty
There is a lot of excitement surrounding the progress of Artificial Intelligence (AI) and AI is increasingly playing a role in nonprofit social media strategies. Some nonprofits use AI as chatbots to facilitate donor interactions or use AI-generated content in their social media. Organizations are exploring innovative ways to enhance their impact. However, it’s crucial to navigate the ethical considerations and ensure transparency in AI usage.
Integrating AI into nonprofit campaigns requires careful consideration. Nonprofits should assess their specific needs, audience, and resources before implementing AI solutions. Transparency and clear communication about the use of AI are essential to maintain trust with donors.
For your nonprofit, take some time to consider how and why you would use AI. Does AI align with the goals and needs of your organization? Would you use AI for only some specific tasks? If you decide to use AI, communicate its use and benefits clearly to donors. Also, regularly monitor the impact of AI and make adjustments based on feedback and results.
By being transparent about the use of AI both within your organization and with your donors will help maintain the authentic interactions you have fostered with your community. AI should be seen as a tool to help reduce the amount of time spent on redundant tasks.
Nonprofit Social Media in 2024: Moving Forward
As nonprofits continue to navigate the dynamic world of social media, embracing these trends can significantly enhance their ability to connect with donors and drive positive change. By incorporating entertaining content, selecting the right social media platforms, and thoughtfully integrating AI, nonprofits can create impactful and sustainable campaigns that resonate with their audience. The key lies in staying adaptable, monitoring trends, and remaining true to the core mission while embracing innovative strategies.
Eleo has been working with nonprofits for years to improve their organization by providing software, tools and insight. Sign up for our newsletter to stay ahead of nonprofit trends and reach out to our team with your thoughts on what’s facing nonprofits in 2024.
