Hint: Targeting emotions is key.
Whether you possess a nonprofit or a social impact company, your cause deserves mass exposure. Sometimes, it could feel challenging to work with social media to unlock this. With so many competing causes and companies, a lot of it can feel just like white noise. Fortunately, because of today’s social media accessibility, it’s easier than ever before to get shares and more eyes on your own cause’s content. A recently available report by Statistica discovered that 95 percent of adults follow a brand online. Social media isn’t simply for friends and social engagements anymore.
Achieving virality is fairly random, but here are a few social media hacks that may get you closer. Used consistently as time passes, these hacks can – at the minimum – garner your cause more exposure than all of your previous social media efforts.
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Particularly if you don’t yet have a big name or a substantial following, it really is hard to fight for viewers’ attention. As the average person gets the attention span of a goldfish, they must instantly be thinking about your content so that you can engage further. Garrett Adkins, the co-founder of Impact Media, says it’s “about the first three seconds.”
“It isn’t the consumer’s job to provide us their time. It really is our goal and effort to get it,” Adkins says. “You want to hook someone through a bold statement or intriguing question that both catches the attention but still aligns with the context of our message. It’s a skill.”
How will you grab viewers right away? Perhaps a surprising headline, a cliffhanger or a catchy first line. Your goal ought to be to make the viewer – who potentially hasn’t even heard about your cause before – to learn the next type of your caption or watch another 20 seconds of your video.
Because many causes are rooted in human emotion, impact-oriented startups have a genuine opportunity in creating content that targets emotions. One powerful exemplory case of this is UNICEF’s fifth birthday campaign. Using the headline, “Every Child Deserves a 5th Birthday,” the campaign asked for viewers to submit an image of themselves by themselves fifth birthday. This did a couple of things: It elicited emotion (especially seeing photos of babies and toddlers), looked after incorporated ownership, allowing viewers to contribute their own photos.
It’ll differ widely for each and every cause, but consider ways to put viewers in the shoes of who you’re impacting through your company. How can you provide them with ownership and make this content interesting and emotional?
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On the far side of the same coin, laughter is a human emotion that’s shareable. If you’ve ever found a meme or video that made you burst out laughing, you likely shared it with at least an added person. Because social impact companies routinely have more serious causes, it could initially seem challenging to create humorous content around the mission.
A advertising campaign that did this well was from Movember, or No Shave November, which encourages men to speak about their mental health struggles through the month of November. Because “it gets better” is a common line in a mental health sense, Movember created a campaign featuring actors from ANY OFFICE called “ It gets fuller,” poking fun at growing a mustache and how hard it is usually for a few. This relatable, funny message still raised awareness for the reason and gained virality.
Get creative with your personal ideas using these three guidelines. So long as you target human emotion and try to capture the viewer right from the start, you’re in business. It might take a few iterations, but eventually, you’ll create a bit of content or a advertising campaign that gains