5 Social Media Storytelling Trends for Nonprofits
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Julia Campbell is a digital marketing consultant and author who runs the social marketing agency JC Social Marketing. She provides insights on current social media trends for nonprofits. Some key trends she discusses include the growing popularity of TikTok and social media stories across platforms like Instagram and Facebook. She also covers livestreaming, emerging audio platforms, and takeovers as effective social media storytelling techniques for nonprofits.
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5 Social Media Storytelling Trends for Nonprofits
- 2. ABOUT JULIA Mom of 2 Former Development and Marketing Director at small shops Author, Storytelling in the Digital Age: A Guide for Nonprofits Passionate digital marketing evangelist Instagram: @JuliaCampbell77 WWW.JCSOCIALMARKETING.COM
- 4. Connect Get the Digital Storytelling Workbook: Text WORKBOOK to 33777
- 5. THE SOCIAL MEDIA LANDSCAPE My trusted sources: Pew Internet M+R Benchmarks The Global Trends in Giving Report 2020 eMarketer’s US Social Media Usage Report 2020 WWW.JCSOCIALMARKETING.COM
- 10. DOES SOCIAL MEDIA MATTER FOR NONPROFITS? YES, 94% of NGOs worldwide agree that social media is effective for creating online brand awareness YES, 30% of nonprofit website traffic currently comes from social media YES, 36% of social media users say that they have used social media sites like Facebook and Twitter in the past month to show support for a cause Source: Global NGO Technology Report www.jcsocialmarketing.com
- 12. DATA INSIGHTS CHANGING BEHAVIOR % who say the following are main reasons for using social media Because my friends are on them To stay in touch with my friends To network for work To follow celebrities or celebrity news To research/find products to buy 2015: 37% 2018: 31% Trend: -16% 2015: 44% 2018: 40% Trend: -9% 2015: 22% 2018: 24% Trend:+9% 2015: 15% 2018: 19% Trend:+27% 2015: 23% 2018: 30% Trend:+30% Source: Pew Research Center
- 13. 5 SOCIAL MEDIA STORYTELLING TRENDS WWW.JCSOCIALMARKETING.COM TikTok Stories Livestreaming Audio platforms Takeovers
- 14. THE TIKTOK REVOLUTION Easy to grow an engaged following quickly. Engagement figures are exceptionally high on the platform. TikTok is also really good at keeping people on the app, as users typically interact with it 45 minutes a day. WWW.JCSOCIALMARKETING.COM
- 15. THE TIKTOK REVOLUTION What sets it apart and why people love it: Low-fi video focused on transitions, video effects, and sound, more than it is on filters that change your body. Audience generosity and engagement Easy-to-do creative concepts WWW.JCSOCIALMARKETING.COM
- 16. STORIES Content – videos and photos – that disappear after 24 hours. Snapchat, Instagram Stories, Facebook Stories, LinkedIn Stories, Twitter Fleets Stories create a sense of urgency and relevancy because your followers don’t want to miss a thing. The benefit – we want to be connected to the causes and people we follow every day! WWW.JCSOCIALMARKETING.COM
- 17. STORIES Stories are incredibly popular and run in chronological order – no algorithm here! Stories put a more human face on your nonprofit and make it more accessible. Share real-time updates about news, announcements, campaigns, events, and more. WWW.JCSOCIALMARKETING.COM
- 18. LIVE STREAMING Beats the algorithm – gets more engagement and views. Puts people into the action, in the moment. The video can be repurposed after the livestream ends – embedded on a blog, uploaded to YouTube. WWW.JCSOCIALMARKETING.COM
- 19. LIVESTREAM FUNDRAISING During Suicide Prevention Awareness Month, the Seize the Awkward campaign ran a three-day Twitch event to raise funds for their mental health work. More info: Going Live: How Nonprofits Are Reaching Younger Donors by Streamig Games Online WWW.JCSOCIALMARKETING.COM
- 20. AUDIO PLATFORMS Clubhouse https://www.joinclubhouse.c om/ Twitter Spaces https://help.twitter.com/en/ using-twitter/spaces Live Audio Rooms on Facebook Example of fundraising on Clubhouse: https://www.clubhouselovest exas.com/ WWW.JCSOCIALMARKETING.COM
- 24. PASSION MATTERS SO MUCH MORE THAN SHINY NEW TOOLS. WWW.JCSOCIALMARKETING.COM
- 25. QUESTIONS? Blog: www.JCSocialMarketing.com/Blog Instagram: @JuliaCampbell77 Get the Digital Storytelling Workbook: Text WORKBOOK to 33777 www.jcsocialmarketing.com/workbook WWW.JCSOCIALMARKETING.COM
Editor's Notes
- My first P2P fundraising campaign
- YouTube and Facebook continue to dominate the online landscape, with 81% and 69%, respectively, reporting ever using these sites. And YouTube and Reddit were the only two platforms measured that saw statistically significant growth since 2019, when the Center last polled on this topic via a phone survey. While there has been much written about Americans’ changing relationship with Facebook, its users remain quite active on the platform. Seven-in-ten Facebook users say they use the site daily, including 49% who say they use the site several times a day.
- YouTube and Facebook continue to dominate the online landscape, with 81% and 69%, respectively, reporting ever using these sites. And YouTube and Reddit were the only two platforms measured that saw statistically significant growth since 2019, when the Center last polled on this topic via a phone survey. While there has been much written about Americans’ changing relationship with Facebook, its users remain quite active on the platform. Seven-in-ten Facebook users say they use the site daily, including 49% who say they use the site several times a day.
- Adults under 30 stand out for their use of Instagram, Snapchat and TikTok Majorities of 18- to 29-year-olds say they use Instagram or Snapchat and about half say they use TikTok, with those on the younger end of this cohort – ages 18 to 24 – being especially likely to report using Instagram (76%), Snapchat (75%) or TikTok (55%).1
- Before we begin, a bit about the landscape we are entering into. Landscape There are just three of many reasons that your nonprofit needs a strategic social media marketing plan going into the end of this year and to prepare for next year.
- Social media started as a way for people to connect and communicate with friends and family. However, as it became more and more popular, brands began recognizing it as a great opportunity to interact with their target audiences and customers, as well as to expand their reach and grow.
- Once assumed as a channel that’s just for kids, the TikTok user-base is diversifying fast with brands, influencers, YouTubers, parents, and even grandparents joining the fun. Built for music It’s so easy to add tracks to your videos in the app — they’re segmented out by dance crazes, “LOL Sounds”, viral tracks, and a pretty broad list of genres and moods. Low-fi video: Post-production is done in the app using native tools, and the editing is focused on transitions, video effects, and sound, more than it is on filters that make you look more tanned or change your face or body. TikTok’s has a unique audience. The majority of TikTokkers are young, so spontaneous, and generous with reactions to content — likes, shares and comments — so videos easily take off reaching hundreds of thousands of views much faster than other platforms. TikTokkers take trends and put their own spin on them, while the linked music and hashtags are the common thread pulling the remixes together. Overall, what works on TikTok are concepts that people can easily recreate which have an element of fun, surprise, and a track that is both catchy and of-the-moment.
- Your nonprofit should always be trying to connect with and build up new audiences – don’t rule it out just b/c your baby boomer donors don’t use Stories. And that coveted younger audience you want to reach so desperately? They are on there!
- The Seize the Awkward campaign encourages teens and young adults to have difficult conversations about mental health by prompting them to reach out to friends or peers who may be at risk for suicide. September is Suicide Prevention Awareness Month