So You're Ready For A Social Shake-Up
We know that social media can be overwhelming. With new platforms popping up and existing platforms constantly releasing updates, there’s a lot to digest. We're here to help!
In this blog, we'll give you a rundown of some of the latest platforms gaining traction and their best uses so you can make the best decision for your brand. Whichever platform(s) you choose, remember: Quality content and putting your audience first are the real keys to success!
Bluesky
The Rundown:
What initially started as an invite-only social platform, is now available to the public. Bluesky is a decentralized platform, meaning no one company or group controls the platform, unlike Facebook, for example, which is owned and operated by Meta. Being a decentralized platform, Bluesky users gain more control over their experience.
Envisioned by former Twitter CEO Jack Dorsey, Bluesky operates on the AT Protocol, aiming to offer its users a transparent experience by enhancing privacy and limiting censorship. It plans to be an ad-free platform (for now), with monetization only coming from domain purchases. The layout looks similar to X (Twitter), with features of X and Threads like reposting, quoting, and liking other people's posts.
Bluesky recently introduced federation, which allows individuals to run their own servers connecting to Bluesky's network. In practical terms, this gives the option to host your own data, manage your accounts independently, and establish your own set of rules within the Bluesky ecosystem.
Slated to break 4 million total signups you may find yourself asking: Should my brand be on Bluesky, too? It depends on your social media goals.
Best Use Cases:
Community Building: Because Bluesky is a decentralized platform, built on the foundation of emphasizing community over profit, this would be the perfect platform to build a sense of trust with your audience.
Donor Engagement: Bluesky could be a great place for personal interactions with possible new or repeat donors. Due to Bluesky's personalized nature, those who come across your account are much more likely to share similar goals and values. This makes it the perfect opportunity to share impact stories, provide updates on projects, and express gratitude for existing donors to invite new supporters.
Advocacy and Education: This could be your go-to platform to raise awareness about social issues relevant to your organization's cause, educate your community on important topics, and mobilize support for advocacy efforts aimed at creating positive change. And you wouldn’t have to worry about ads drowning out your posts.
Before making the switch, ask yourself this:
What are the risk factors? Consider potential risks associated with joining a new platform. Evaluate factors such as data privacy, security, and platform stability to ensure that your organization is protected.
Is it worth the resource allocation? Before joining, you should decide if your brand would benefit from the control it offers over your content and feed. BlueSky is known for the freedom and control it offers its users. Is your team ready to set aside time and effort to understand how your brand can benefit from it?
Threads
The Rundown:
Threads is a social networking platform developed by Meta as yet another direct competitor to X (Twitter). It’s designed to engage in public conversations and enable its users to share updates, thoughts, and media content in real-time. Threads emphasizes simplicity, allowing users to post short messages known as "threads" that can be easily read and responded to by others.
One of the distinguishing features of Threads is its focus on topical discussions and trending topics, making it a popular platform for news updates, live events, and real-time commentary.
Threads also incorporates features such as hashtags and mentions to enhance discoverability and facilitate conversations around specific topics or individuals. Additionally, it offers customizable privacy settings, allowing users to control who can view and interact with their posts.
For a more proper intro to Threads, check out our blog on what this platform could mean for your nonprofit.
Best Use Cases:
Real-time Engagement: Utilize Threads to engage in live discussions, share timely updates, and participate in trending conversations related to your nonprofit's mission and initiatives. This is a great platform if you need to get an announcement to your audience out quickly and easily.
Community Building: Get familiar with Threads hashtags and jump in on conversations—or start your own!—to foster a vibrant online community around your nonprofit's cause. This encourages supporters to share thoughts, experiences, and resources valuable for informing your organization’s impact and outreach efforts.
Before making the switch, ask yourself this:
Are you already on Instagram? If so, congratulations! You already have the ability to create a Threads account. Because Threads is connected to Instagram, you must first ensure you have an active Instagram account in order to create and be active on Threads.
Is your target audience active on Threads? Assess whether your supporters and donors are likely to see and engage with your organization's content.
Does Threads’ short-form format work well with your content? Consider whether your organization's messaging, updates, and initiatives can effectively be communicated through short, real-time posts.
TikTok
The Rundown:
TikTok focuses on short-form videos tailored for user enjoyment. While initially known for its entertaining content, it has now transformed into a source for users seeking information—like a search engine.
The most significant feature of TikTok is its highly accurate algorithm, which is important to consider when creating content. The “For You” page is tailored specifically to each user. The content you see is unique to your viewing habits and interests and may differ from what others see on their pages. Like other social media platforms, the algorithm powering the “For You” page adapts to your preferences over time. As your interests and interactions on the platform evolve, so does the content displayed.
More recently, TikTok has been flooded with ads, which has become a source of complaint from its users. This might make it more difficult for your content to stand out. Focus on creating authentic content that really resonates with your audience to avoid being lumped in with other “ad-spam” content accounts.
Best Use Cases:
Short-form Videos: TikTok is a great starter platform for getting more comfortable with video content. Share bite-sized educational content related to your cause offering valuable insights to your audience.
Creative Outlet: TikTok can serve as your brand's creative outlet, allowing you to showcase a more personal, even experimental side. This could mean highlighting team members' stories, visualizing your team's values, and overall presenting your brand's personality in a new light.
Before making the switch, ask yourself this:
Is TikTok a reliable platform? Back in 2020 TikTok had its legal battle and almost got banned, 4 years later they’re in a similar predicament. Make sure you are aware of the ongoing political issues surrounding the platform, it could potentially not be around for much longer.
Who is your target audience? TikTok is known for its younger demographic. If you’re looking for brand recognition and reach within those demographics, then this could be a good place to establish a presence. If not, it may not have the desired impact you are looking for.
Do you have the resources to create video content regularly? Is TikTok's video format suitable for conveying your nonprofit's message and values? Video creation can take more time and thought compared to traditional writing-based social platforms. Make sure your communication team is prepared and able to handle this level of content production.
The Rundown:
Instagram, known for its visual-centric approach to content sharing, is the third most-used social platform in the world behind WhatsApp and Facebook. Over time, Instagram has expanded its offerings to include features like stories, reels, and IGTV alongside its core functions of photo and video sharing. Boasting over a billion active users globally, Instagram serves as a dominant force for brand promotion, influencer engagement, and fostering online communities.
Instagram has two professional account options: Business and Creator. Both have similar features such as Instagram Insights, their in-house analytics feature, as well as a convenient contact button for your audience to easily reach you.
For the average nonprofit, we suggest a Business account. A Business account is aimed more at small businesses and companies selling a product or offering a service. With a Business account you’re able to include swipe-up links and can create ads, if desired.
Best Use Cases:
Visual Storytelling: Instagram boasts a wide variety of methods for visual storytelling and promoting your brand. Posts are great for visual shareables, lists, and fun acts. Carousels are ideal to host educational content. You can use Stories for sharing behind-the-scenes activities at your organization and timely call-to-action content, such as donations or event registrations. Reels introduce your brand to a broader audience who are more reachable with video content. Lastly, Livestreams can be used for events such as program launches or open houses, or to host dialogues and conversations with your virtual audiences.
Grow Support: Instagram makes it super easy for potential donors to interact with your company. Make use of direct links to promote your website mission statement to get your audience in the know. (Refer to our “Instagram Fundraising: Not Just For Influencers” blog for more on this)
Before making the switch, ask yourself this:
Are you prepared and well-equipped to create visual content? Instagram heavily relies on visual engagement; make sure you have a social team dedicated to creating fun visuals for your posts/stories.
How well-versed are you in social media?: Instagram is an all-encompassing platform that boasts several modalities for content creation, including graphic, photo, written, and video. Make sure you and your team know how to make the most of each feature so you’re not missing out on any opportunities to promote your content. (Pro tip: Subscribe to our newsletter for all the latest updates and changes on platforms you use daily!)
The Rundown:
LinkedIn remains the go-to platform for professional networking and recruitment. It’s a welcoming space for organizations to share updates, highlight events, showcase client successes, humble brags for recent accomplishments, and overall engagement in community building—especially with partner organizations and stakeholders in your sector.
As the world's largest professional network on the internet, LinkedIn provides valuable opportunities to connect with peers as a comprehensive platform for personal and organizational growth with features like profiles, groups, articles, and event organization.
Best Use Cases:
Creator Mode: Turn on LinkedIn Creator Mode to gain access to new features like Livestreaming and Newsletters. Create a newsletter for your brand to share personalized content directly with your followers, and use LinkedIn Live to host live events such as webinars or Q&A sessions to provide real-time conversations with your followers.
Brand Credibility: Set a custom display button on your profile sorting through options like “Visit my website, View my portfolio, Visit my store, or View my blog” to get new potential followers more acquainted with your brand as a whole.
Before making the switch, ask yourself this:
Do you have the resources to manage user engagement? Given that this platform is primarily for networking, expect significant interaction. Are you ready to dedicate time and effort to actively participate in your network by responding to messages, joining groups, and sharing valuable content?
Is a more “professional” network the right target audience for your brand? Evaluate whether LinkedIn's professional network aligns with your nonprofit's target audience and goals for engagement and growth.
In conclusion, there is no shortage of social media platforms to utilize for brand growth and engagement. While change may be uncomfortable, we recommend trying something new every once in a while! Through experimentation, you might find yourself surprised at how well a new platform suits your brand and helps meet previously unthinkable audience goals. But, if results don’t meet your expectations, remember that trying out something new is a learning opportunity.