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3 Top Tips On Creating Great Social Media Content For Charities

  • Social media is currently the number one reason people use the Internet, according to a study from Pew Research. It dominates online activity, and chances are your charity is already using it.

    Compelling social media content comes in many different forms. There is no secret formula to creating great content, it doesn’t need to take up a lot of time, go viral, or be professionally produced in order to be successful. Engagement is the key, and paying more to create content won’t necessarily bring success. What really matters is how the people you want to reach engage with the content you post.

    These top tips will help your organisation think about creating content that actively engages the people that matter most to you, whether that’s beneficiaries, volunteers, donors, staff or others, no matter your size or budget.

    1. You don’t need a massive budget

    Many charities will tell you that they don’t have enough time or resources to accomplish everything that they’d like on social. Think of social media as a platform for storytelling. As a charitable organisation, you are already surrounded by great original content material, from articles on your website, volunteers in action, or the stories of people or communities you have helped. There are many ways you can re-purpose this content for your social media channels. Creating a posting plan can help you get started and feel more in control, but it doesn’t have to be perfect right away. Try things out, take note of what works for your audience, and tweak your content as you go along. For further guidance and examples of good practice on this, check out our free guide What’s Data Got To Do With It’.

    2. It’s not all about numbers

    When it comes to your content, quality reigns over quantity. Engaging with a handful of relevant, switched-on people will give greater results than simply reaching as many people as possible. It sounds obvious, but be social, connect with and reach out to your closest supporters in a similar way to how you would focus your personal time on close friends. The more you engage with your target audience, the more people will respond to your content, and engage others to do the same. By using material unique to your organisation, such as sharing a short video of someone your charity has helped, you are creating authentic, high quality content that will bring people closer to your cause.

    3. Make your content fun

    Don’t be afraid to find the light in tough subject matter. Fun and inspiring content can go a long way to engage your audience. Get creative, try out something new, and give any and all ideas a chance. Taco Bell does this really well, and we have previously written about what your charity can learn from them. For successful image and video content, authenticity and storytelling produce the highest engagement. You can easily incorporate this into your social media by telling your audience about something that has happened as a result of your organisation, such as a successful fundraising event, though a photo or video that you have created yourself. A smartphone can provide you with all the tools to create fresh, engaging images and videos for your social media channels. Simply taking a photo of a volunteer in action can be compelling content for the right audience.

    For more tips on creating great content for your organisation take a look at our free guide ‘Something To Tweet About’.

    Hannah is the Junior Communications and Social Media Advisor at Social Misfits Media, specialising in helping charities, foundations and non-profits better use social media to reach their goals. Follow Hannah and Social Misfits Media @HannahDonald20 and @MisfitsMedia.

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