There are so many social media apps out there and new platforms are coming onto the market frequently. With limited resources, it can be incredibly difficult to decide where your charity should invest the time and money to build and maintain a social media presence.
It is important to make priority decisions about the audience: who do you want to reach? What information or messages do you want them to see? What actions do you want them to take?
Here are five platforms that might be missing from your strategy.
Youtube is the second most popular social media network and the second most popular search engine in the world, especially with a younger audience.
As a search engine, YouTube offers the possibility of presenting educational content, improving the quality of search results and combating disinformation. YouTube is owned by Google, so videos on the platform also get priority in Google search results.
While many organizations can have a channel, investing time in organizing the content into playlists and creating content directly for the platform can provide valuable feedback.
Through the pandemic, the role of live content has become increasingly important and the British Heart Foundation has responded to this with its monthly one-hour “Live and Ticking” sessions on YouTube. Creating regular live or recorded content is a great way to bring audiences back to the channel and encourage subscribers.
Charities can also fundraise on YouTube. There is currently a number of conditions that charities must meet to be eligible for YouTube Giving, including registration in the United States, but it is expected that the criteria will be broadened to include the United Kingdom.
Pinterest is essential to the shopping journey of millennial women (women aged 25-40). 71% of platform users are women and pins showing a product or service in action are 67% more likely to result in a purchase.
Considering the rise of e-commerce and the fact that many charities are reshaping their retail operations, Pinterest could be a powerful tool for driving sales in your online store.
One of the crucial advantages of Pinterest over other social media platforms is that the lifespan of a Pin is approximately three months compared to about 24 minutes on Twitter. Marie Curie recently created a table for their online store with interest-based sections.
The platform also offers paid advertising services to help direct buyers to your ecommerce site.