The brands and nonprofits succeeding on social already got the memo. And to be fair, the notion of behaving like a creator isn’t really all that new. It follows from long-standing best practices that emphasize authenticity and an unfiltered homespun quality. Granted, it’s debatable how “authentic” some creators really are, but at a minimum, the appearance of authenticity is a cornerstone of their success.
How social media has evolved and what that means for current success
Some of the most essential best practices of social media haven’t actually changed, but the landscape sure has. The single biggest change impacting literally everything can be boiled down to this: Users (can’t help but) follow the algorithm, instead of each other.
Instead of following accounts and seeing their content as it’s posted, we’re served content algorithmically based on our most recent activity and what the platforms choose to favor at any given time. This is true across every major social platform today: Instagram, Facebook, LinkedIn, YouTube, TikTok, and Reddit.
If you spend any time on social, you already know this: content from accounts you follow is a small fraction of what appears in your feed. What does this mean for gauging success? Follow count simply isn’t a very important metric. At best, it’s a useful proxy for awareness, but as founders themselves acknowledge, engagement is what matters most.
How to maximize your social engagement
This is why you’re here after all, so let’s get into it. How does a nonprofit go about posting like a creator? Let’s talk tactics.
Branded v unbranded content
Branded content hasn’t gone away, but its use case is rather narrow. Formal, branded content is simply not favored by today’s algorithms. If you want your content to be seen, it’s important to understand when to employ branded versus unbranded content. And here’s the thing: your brand will always be attributed and visible via your name and profile image. The compulsory inclusion of a logo isn’t just adding clutter to an already small piece of real estate, it’s often redundant.
Approach including a logo on social as you would an official stamp of approval. It works for materials and messaging truly owned by the organization. Think:
- Official statements and updates
- Events
- Merch
- Fundraising or advocacy campaigns
To connect more personally and deeply, i.e., where the engagement happens, let it go. Unbranded (or lightly branded) content is part and parcel to the types of original content being prioritized by Instagram and other platforms.
Platforms say they want originality, but the algorithm rewards copycats
Is anything truly original? Let’s call a spade a spade. Algorithms reward and reinforce certain types and styles of content over and over again. New content guidelines are more about feeding the beast than true originality. Work smarter, not harder. We’re marketers, not auteurs.
Organizations that stand out have something to bring to the conversation. Or, even better, they’re instigating and leading new conversations. Your organization has unique expertise and experience in your issue area. Lean into that. Think substance over style.
Style? We’ve got you. Don’t let these popular formats fool you. Think they’re too casual or unserious for your brand? We’d challenge you to think again. Your work will speak for itself, but not if no one hears about it.
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Social media is built on creator content, and Content Creator is a full-time job
Social media is first and foremost, MEDIA (and only kind of social). It’s where we go for news and entertainment, and much to our chagrin, not to hear from brands. It is the dominant media of our time, however, and all in all, quite cost-effective for brands to infiltrate and get in front of their audiences.
Success is more elusive and labor-intensive than people tend to realize, though. Everyone knows how to be on social media, so it’s easy to think we’re all one post away from internet stardom. Successful creators are super transparent about the amount of work they put in. And for those at the top, there’s often a whole team involved. As there should be for your nonprofit.
Nonprofits are famously short on resources, which makes it all the more challenging to show up in ways that are aligned with current best practices. This is why we exist! We’re an extension of our clients’ teams.
One final thought
Brands and orgs often make the mistake of only looking to their peers to inform social strategy. If your peers are all doing the same thing, that’s not necessarily a signal to get in line. It could mean that there is a big opportunity to stand out and show up in ways users want to see.
Need help? You know where to find us.
