4 Instagram Strategy Tips for Nonprofit Organizations
Instagram is a widely popular social media app that’s seen immense growth over the past few years, especially within the Millennial and Generation Z generations. Acquired by Facebook in 2012, Instagram provides users an app-specific experience that’s distinct from Facebook, yet retains some of the familiar in-app functions, like “Likes,” comments, and messages. The development of IGTV and Stories has helped Instagram remain competitive against would-be contenders, such as Snapchat and YouTube.
Instagram’s success perfectly demonstrates the power described in the adage, “A picture is worth a thousand words.” Through the use of inspiring, media-rich content, Instagram has excelled at fostering an online community that disincentivizes polarizing content and rewards aesthetical and inspiring content that’s reflective of the app’s primary objectives - user inspiration.
Here are a few Instagram-specific statistics that provide more insight into the app’s potential:
Instagram has over 1 billion MAU.
Five hundred million of these users frequent the app on a daily basis.
Instagram Stories have over 500 million daily active users.
80% of Instagram users follow a business or organization account.
Instagram captures a primarily Millennial and Gen Z audience, as 71% of Instagram users are under the age of 35.
In 2018, 25% of US-based social media users had an active Instagram account.
Instagram users average 53 minutes a day on the Instagram app.
Instagram is more than beach vacations and food pics; the app offers many unique app features that nonprofits can utilize to expand their reach.
Here are some interesting statistics regarding Instagram and nonprofits:
30% of Nonprofit organizations use Instagram to raise money and awareness.
75% of Instagram users take action, such as visiting a website or making a purchase after looking at an Instagram advertising post.
26% of Instagram users make more than $75,000 per year – a potentially rewarding user demographic for nonprofits seeking individual donations.
While Facebook is used to inform social media users, Instagram’s primary intention is to inspire users to action through compelling images, videos, and intriguing captions. Nonprofit organizations can utilize Instagram to demonstrate community impact, showcase programming successes, and express gratitude to organizational donors.
4 Instagram Strategy Suggestions for Nonprofit Organizations:
Create engaging Instagram content.
Leverage engaging social media content to create virtual events that can be hosted on Instagram. Consider creating a photo-based social media event like a Photo Challenge, Virtual Scavenger Hunt, or Social Media Bingo that offers the opportunity for followers to engage with the organization and other supporters. If you’d like more information on how nonprofit organizations can engage followers through social media, check out our webinar, 4 Ways Organizations Can Embrace Digital Strategy.
Utilize Facebook’s Charitable Giving Tools.
Instagram is owned by Facebook - a strategic acquisition that offers multiple app integrations that can improve nonprofit organization's social media marketing effectiveness. To utilize these online fundraising tools on Instagram, the nonprofit organization will need to sign up (on Facebook) for Facebook’s Charitable Giving Tools Once an organization has signed up for Facebook’s Charitable Giving Tools, they will gain access to the Donate button, which can be added to the organization's Instagram content, making it easy for supporters to contribute in a few taps. These features may help supplement fundraising campaign outreach efforts, as Instagram Stories often connect with a user base that’s different from that static posts on Instagram and Facebook capture. Click here to learn how to sync an Instagram account to Facebook’s Charitable Giving Tools.
Activate Instagram Influencers to amplify the nonprofit's message.
Influencer marketing is a highly effective, often overlooked, integrated marketing strategy that can yield big results for nonprofit organizations. It’s not just for fashion brands and retail outlets. Developing an influencer marketing campaign and partnering with Instagram influencers can be a good way for nonprofits to expand their reach, increase engagement, and connect with their community in an authentic way. If you’d like more information on influencer marketing, check out our webinar, Influencer Marketing in the Digital Age. Additionally, Becker Digital’s in-house influencer network - Operation Influence - can help match your organization with vetted, experienced influencers who help advance your organization’s mission.
Incorporate video content into nonprofit organization’s Instagram feed.
While photos typically receive more ”Likes” than videos on Instagram, videos typically receive more engagement, especially in the form of comments, and are often cited as having a wider organic reach than image posts. Instagram’s video time limit is currently 60 seconds per frame - providing nonprofit organizations just enough time to inform users of an upcoming event or a new fundraising campaign. Consider editing video content to include organizational branding - here are a few video editing apps that you may find useful: Animoto (click here to request the nonprofit discount), Lumen 5, Magisto and Storyo.
Learn more about social media strategy for nonprofit organizations:
If your organization is looking for a creative partner to provide marketing and PR services, Becker Digital is always ready to help. Our team of experienced professionals is available for projects large and small. We work to customize our services to the client’s needs. Contact us to schedule a complimentary call and learn more about how digital strategy can enhance your organization’s mission.