Make a good first impression Ensure that when potential new followers land on your Facebook Page, the design of profile & cover photo is compelling and the About section is clear.
Harness the power of video Video content is more engaging than any other type of Facebook content. The average engagement rate for a Facebook video post is 6.13%, which is higher than all other kinds of content (Source). People look at videos five times longer than static content.
Link generously Organisations that apply an open, networked approach to social media channels will engage their audiences more successfully than those with social blinders on and only talk about themselves.
Connect your post to a trending topic or holiday Reach your audience by associating your content to a trending topic, holiday, or a national observance.
Share user-generated content Encourage users to ask questions and create posts and keep an eye out for mentions of your name, so that you can capture these great opportunities.
Engage with your audience Engaging with your community helps you build trust with your audience, create momentum, show that you care and appreciate everyone interested in your mission.
Repurpose your best content For example, if you have shared a successful text post, consider creating a graphic, a podcast, a video on the subject. Then, you can repost your popular content at regular intervals to keep it in front of your audience.
Provide information quickly Driven by the rapid spread of COVID-19, organisations have been using WhatsApp to disseminate critical information through WhatsApp groups whose members can then easily share with their respective networks.
Bridge the digital divide WhatsApp can help you reach digitally-disadvantaged communities. In developing countries with underdeveloped (or overly expensive) telecom options, WhatsApp is the go-to alternative to text or other social media.
Think outside the box Organisations deliver a wide range of services to countries around the world via WhatsApp. From enabling people to order Covid-19 tests to connecting patients to doctors to online shopping, WhatsApp can do more than you think!
Answer sensitive questions A pilot ran by Love Matters India showed that subscribers felt comfortable asking their most private questions via WhatsApp. Some said that they wouldn’t want to ask these sensitive questions publicly on a more public platform.
Foster the active engagement WhatsApp has excellent engagement rates. 98% of messages are opened and read, and 90% of them get opened within three seconds of being received. Additionally, people tend to share your content through private messages or groups, which can amplify your message or campaign at no extra cost.
Find your focus What is your unique selling point (USP)? Your USP plays to your strengths and should be based on what you offer that differentiates you from other pages. Some questions to discuss with your team are: What is your “thing” – what makes you memorable? Do you have a competitive advantage? What does your audience describe you as? Once you’ve answered these questions, make sure they’re reflected in your bio.
Aim your content at a young audience As of July 2021, around 30% of Instagram’s users are between 18-24 years old and 32% are between 25-34. People under 25 spend 32+ minutes a day on Insta. (Source)
Use all the content types By using the different content types offered by Instagram, you maximise your chances of appearing in people’s feeds. These content types include: Posts, Stories, Reels, Live. Also, make sure to keep an eye out for any new types – social media is in constant flux and in order to excel at it, you need to keep up with its developments.
Create mobile first Don’t be discouraged if you don’t have sophisticated video or sound equipment – some of the most popular platforms on Instagram create their content on phones! Not only can you shoot photos and record videos directly with your smartphone, you can also download apps that help you edit, add effects, plan your feed, and more. Some of our favourites include: Canva (image design), VSCO (basic photo editing), Adobe Lightroom (advanced photo editing), InShot (video editing), Preview (feed planning).
Swipe up Instagram story links are an incredibly valuable tool for directing your followers to your website or your other platforms. With one simple swiping movement, you can drive the Instagram traffic to your website, your campaign or your latest piece of content!
Put a face on it There’s one thing you can share on Instagram that is 38% more likely to receive likes and 32% more likely to receive comments – photos with faces in them (Source)! By humanising your page and your content, you enable users to feel more connected to your message.
Use interactivity Interactivity is your secret weapon. By adding elements like polls, quizzes or Q&As, you drive audience engagement and not just passive views. Get creative!
Help people find you with geotags Adding your location makes it easier for people to find you, but it also helps your content show up in more searches. According to Simply Measured, posts with a location tagged in it received 79% more engagement than those without any (Source). Geotagging is one of the easiest and underutilized tools by Instagram content creators.
Use highlights to intro new followers Highlights are a way for you tell new users what they can expect of your page. You can make a good first impression to your followers and potential customers by showcasing some of your strongest content front and center. Additionally, unlike regular Insta-stories, highlights allow your content to stay for much longer than 24 hours.
Make sure you’re posting enough The general trend on Instagram is that more popular accounts also tend to post more. However, that does not mean you should lose out on the quality. It’s all about the allocation of resources and time.
Search the discover page for trends When there’s a new challenge on the Discover page, millions of users can see it and join in. Regularly peruse the platform, get familiar with trends and identify opportunities to connect your content accordingly.
Create hashtag challenges Hashtags increase awareness for your cause and users can create videos to that hashtag. When creating a new hashtag challenge, make sure that there’s a clear and simple purpose or goal. The name should also be simple and memorable.
Inspire the youngest audience 32.5% of TikTok users are between 10-19 years old and 29.5% are between 20-29 years old (Source). If you were wondering where to find Gen Z, that would be definitely TikTok.
Partner up The influencers you work with don’t need to have millions of followers to be effective at spreading the word. If you understand your target audience, working with small creators that are influential to your specific audience can make a huge impact.
Go live TikTok LIVE allows you to interact with your audience in real-time, enabling deeper engagement. You can quickly respond to viewers’ comments and questions or present a campaign you’re launching and receive immediate feedback.
Debunk and inform Many organisations and health professionals have been using the platform to set people straight. The “debunking” genre is fairly popular on TikTok and it’s been used from Covid-19 to mental health to SRHR myths and disinformation.
Be on the lookout for new features Seeing as TikTok is a relatively new platform, they’re constantly launching new features. Make sure to stay up to date with what’s coming so you have an edge when it comes to your content.
