There are many things to consider when planning out your social media strategy. Number one on that list is selecting the perfect platform(s) to be on. Each platform targets a different audience (some slightly, others not so little). Selecting the right platform can translate into getting the right audience’s attention.
If you are trying to reach an older demographic, Facebook is best. Facebook allows for posts, photos, videos, and live streams (also called “lives” or “live”). Facebook is also great for connecting with your audience, from direct messages (or “DM”) to comments. Creating an engaging Facebook page allows audience interaction and prospective volunteers or donors to see and share your organization.
Twitter works best to reach a younger audience, but the trajectory remains to be seen as many are leaving after Elon Musk purchased it. Twitter allows for short messages with 280 characters. Nonprofits can also put out photos and videos on it.
Instagram reaches mainly a younger generation with photos, videos, and lives. Instagram’s primary users are between 16 and 24 years old. With a short attention span, it is important to gain attraction from followers quickly. Keeping up with Instagram trends is essential, but be careful not to stray from your mission. Young adults crave transparency, and authenticity from organizations.
TikTok also reaches a younger demographic with short videos, the shorter the video. You can also go live on it. TikTok has exploded in popularity in the last couple of years and is still on an upward trajectory. Some might scoff at the idea of TikTok, thinking that it is just fluff and trends. While true, there are rooms to get out important messages, and they tend to stick. Nonprofits can remain personable on TikTok, more so than other social media platforms, with the type of content on it.
Youtube cuts across all demographics and reigns supreme for longer videos and lives. There is no limit to how long a video can be, but be wary of people’s attention spans. If you have a compelling message or one that strikes a chord with someone, they are likelier to watch a longer video. Don’t drone on just because you can, cleverness and getting to the point are still essential. High-quality videos are necessary, with great editing. The title should be carefully executed and be search-friendly.
Most social media platforms require a certain number of subscribers, or followers depending on the jargon, to go live, which varies from platform to platform. So do your research beforehand on social media and what demographics you are trying to reach.
