More and more organisations are using Instagram to reach a wider audience. In 2013, a survey of 100 charities found that none of them had a presence on the popular image-sharing app. Since then, the number of charities using the platform has grown dramatically, and it has become a force to be reckoned with.
1) Why Should Your Charity Be on Instagram?
You need to be part of the conversation.
If your posts are topical, you have the potential to reach an extremely wide audience. Charities and nonprofits are often rich with compelling stories and imagery – Instagram is a great way to visually share and bring them to a new audience.
Reaching a wide audience.
Instagram is first and foremost a community-led platform – and the fastest growing one, too, with 600 million monthly users and counting. Instagram is a great platform to reach the next generation of supporters and donors – both millennials and Gen Z. In fact, 70% of all young millennials are on the platform.
Instagram users tend to use the platform as a discovery tool – to find inspiration, engage with ideas, and find out new things. This provides a great opportunity for charities, especially as most of the content in people’s Instagram feeds is from people they don’t know, making it the perfect place to introduce your organisation or cause to a new audience.
2) What Content Should You Be Sharing?
Built for mobile.
Images that work best are compelling, consistent, and tell the viewer everything they need to know in one frame. It doesn’t have to cost the earth, either – Instagram is built for mobile, so images taken on a smartphone work well. It’s worth A/B testing different types of content to see what resonates with your audience.
Well-crafted images help drive engagement – it is essential to have your brand incorporated somehow in most images, whether its your product, a logo, a colour, or your name. This is important because people can ‘regram’ your image from their own accounts, which is fantastic in terms of reaching new audiences. However, you don’t want to lose any brand cache, so the image should have strong branding, if possible.
Keep it real.
According to Instagram, in 2016, being amusing is the top attribute millennials associate with content they like to follow (57%), followed by creative content (52%), beautiful content (48%) and inspiring content (43%). But remember – don’t force it! It’s also important to be authentic.
To read the full Charity Digital News article click here.