Social media remains a cornerstone for non-profit organisations seeking to maximise their reach and engagement. The recent insights from the Hootsuite Social Media Trends for Non-profits report, conducted in collaboration with GivingTuesday and Pulsar, provide a blueprint for success not only in 2024, but into the future.

We’ve analysed the report, and we believe that it can provide some excellent, actionable insights into the social media landscape. In this article, we’ll provide our commentary on the current and emerging social media trends uncovered by the report, what they mean for non-profits and their social media strategy, and offer some practical advice for organisations navigating this complex landscape.

Focussed Approach on Return on Investment (ROI)

One of the major conclusions of the report is a significant shift towards ROI-centric strategies in the non-profit sector. Organisations are now prioritising platforms and content that deliver measurable outcomes, moving away from a scattershot approach to social media.

This trend is about refining social media practices to focus on what genuinely works—be it platform choice, content type, or engagement tactics—thus ensuring that every effort contributes directly to the organisation’s overarching goals. While it may seem like simple common sense, it’s an encouraging indication that non-profits of all sizes are beginning to take social media much more seriously.

The Rise of Generative AI

2024 sees the ascent of generative AI as a tool for streamlining operations and enhancing content quality. Non-profits are increasingly leveraging AI to generate innovative ideas, produce and edit content, and manage customer interactions more efficiently. However, the challenge lies in balancing the efficiency provided by AI with the authenticity that supporters expect from non-profit communications. Organisations must navigate this balance carefully to maintain trust and genuine engagement with their audience.

Platform Prioritisation

With the plethora of social media platforms available, non-profits have often found themselves stretched thin trying to maintain a presence everywhere. The current trend is a strategic reduction, withorganisations focusing their efforts on platforms that yield the best ROI. This approach not only conserves resources but also allows non-profits to tailor their messages more effectively to the audiences that are most engaged.

Engagement Through Entertainment

The use of entertainment by non-profit organisations is a particularly interesting finding, and one that we think requires a deep dive.

In 2024, the emphasis for non-profits on social media is shifting markedly towards leveraging entertainment to boost social ROI. This strategic pivot is driven by a deeper understanding of audience behaviour and preferences, underpinned by comprehensive data insights.

According to the report, 34% of consumers are turned off by organisations that focus too much on self-promotion rather than engaging content. This sentiment underscores the necessity for non-profits to inject entertainment into their social media strategies to captivate and engage their audience effectively. Entertainment, in this context, doesn’t necessarily mean humour or light-hearted content alone: it extends to anything that audiences find enjoyable, including educational content, inspirational stories, and compelling narratives that resonate on a personal level.

Statistical Insights into Social Media Behaviours

The report highlights critical statistics that underscore the shifting dynamics on social media:

• A significant 53% of consumers believe organisations should be more relatable on social media.
• About 40% think organisations are often too corporate and insincere in their social media presence.
• Engagement rates reveal that entertaining content significantly outperforms other types of posts, with non-profits experiencing higher interaction levels when they adopt an entertainment-focused approach.

These statistics illustrate a clear preference for content that entertains and informs, suggesting that non-profits need to realign their social media strategies to meet these expectations.

Recommendations for Maximising Social ROI Through Entertainment

From these findings, we can gain a number of valuable pointers into the effective use of entertainment by non-profits on social media.

1. Understand Your Audience’s Preferences: Detailed insights into what your audience finds entertaining are crucial. This involves analysing engagement metrics to tailor content that matches their preferences.
2. Diversify Content Formats: Incorporating a variety of content formats, such as videos, infographics, and interactive posts, can cater to different segments of your audience and increase overall engagement.
3. Leverage User-Generated Content: Encouraging followers to share their own stories and content can enhance authenticity and boost engagement. This approach also fosters a stronger community feeling among supporters.
4. Schedule Regular Content Audits: By regularly reviewing what types of content perform best, non-profits can adapt their strategies to focus on high-performing topics and formats, thus continuously optimising their social media impact.
5. Invest in Quality Production: High-quality, well-produced content stands out and can significantly increase engagement and sharing, thereby enhancing social ROI.
6. Storytelling as a Tool for Engagement: Powerful storytelling can humanise your cause and make statistical or factual information more digestible and impactful. Stories that highlight the difference made by supporters’ contributions can particularly resonate and drive engagement.

Case studies

The report includes several case studies where non-profits successfully utilised entertainment to boost their social media presence and ROI. Two important examples include:

• Plan International Canada, who effectively used engaging content strategies, including aligning with popular cultural moments like the release of the Barbie movie, to increase awareness and engagement significantly.
• World Vision International, who created an impactful campaign for Refugee Day, using a smartphone-style vertical video to dramatically illustrate the refugee experience, which became highly shared and increased engagement on their platforms.

These examples demonstrate that when non-profits creatively use entertainment, they not only enhance their engagement but also strengthen their relationships with their audience, leading to better social ROI and support for their causes.

Best Practices for Non-Profit Social Media Management

Despite shifts in social media consumption and preferences, some important social media best practices will always stay relevant. These are critical to keep in mind for any non-profit looking to create and engage successfully:

1. Know Your Audience: Understanding the demographics, preferences, and behaviours of your audience is crucial. This knowledge helps tailor content that is most likely to engage and inspire.
2. Content is King: Invest in creating high-quality content that aligns with your goals. Whether it’s through storytelling, showcasing the impact of donations, or educating about your cause, compelling content is fundamental.
3. Analytics and Adaptation: Use analytics to track the performance of your posts and campaigns. Be ready to adapt your strategy based on what the data tells you about what works and what doesn’t.
4. Community Building: Social media should be a two-way conversation. Engage with your followers by responding to comments, participating in discussions, and creating content that invites interaction.
5. Leverage Trends Wisely: While it’s important to stay relevant, non-profits should engage with trends thoughtfully. Every trend or viral moment should be evaluated for alignment with the organisation’s values and objectives.

As we move into the latter half of 2024 and look to the future, it’s easy to see a number of striking trends that will help shape a successful social media strategy.

By focusing on ROI, leveraging new technologies like AI, and prioritising engagement through quality content, non-profits can not only survive but thrive in the digital arena. The goal is clear: use social media not just as a broadcasting platform but as a powerful tool to foster deep, meaningful connections with supporters.