How to microblog on Instagram as a nonprofit
We’ve already established that as nonprofit marketers, there’s never enough time to keep up with the social media sphere. Luckily, there are a few shortcuts here and there. One such method of building your brand efficiently: the microblog via Instagram.
What is a microblog?
In short, the microblog is a short-form blog post. The user optimizes a social media site – such as Instagram – to share short updates and content relevant to their audience. Rather than taking a few hours to write out a full post, a microblogger / your nonprofit can share a quote, a quick update, a photo, infographic or video without a long introduction that a typical blog would necessitate.
And why Instagram?
Because Instagram operates around visuals, it’s ideal for quick and easily-digestible posts. How so?
a) It’s not as busy as Twitter and is not limited by characters.
b) Since it uses an algorithm similar to Facebook’s, if people care about your cause and they like and comment on related content, your content is more likely to show up in their feeds.
c) Millennials love Instagram. In fact, “Over half of all millennials use Instagram every single day” (Media Kix). If you’re nonprofit is seeking out that age group, leveraging a microblog may be key to your strategy.
d) Everyone seems to love visuals. “Visual content drives engagement. In fact, just one month after the introduction of Facebook timeline for brands, visual content – photos and videos – saw a 65% increase in engagement” (Hubspot). Seeing as microblogs on Instagram are largely comprised of a visual component, and your nonprofit is probably full of photos/content from your work, this makes it a powerful tool for your nonprofit.
Ways to begin microblogging:
1.Find your value proposition:
What does your nonprofit know a lot about? Most likely you’re highly informed on whichever cause your fighting for, even if you don’t stop to consider it. Share content from the field with a perspective that news stations don’t have. For the most part, people want to become more informed, even when they’re just passively scrolling through Instagram.
2. Share tips:
Not only is a list-based format more digestible, as you see on posts with tips, it can also be the best way to reach an Instagram audience. If you can have your visuals tell the story or inform the viewer quickly, you’ll get closer to the power of the microblog. In fact, 23% of Instagram users get their news on this app so it’s likely they’ll appreciate an update from your field (Pew Research Center).
3. Entertain:
The first two points being said, your posts don’t all have to be facts and figures. The whole idea of a microblog is that your posts are quick and frequent. And perhaps more importantly, Instagram was created for community and fun, more so than for products and marketing. If that means you post an update on your team’s latest staff party or a funny photo from a recent event, more power to you!
What to keep in mind:
1. Connect with your other content
Instagram is a strong tool for community-building, but it’s even more impactful if it connects users to your site and inspires them to take action. Remember to entice them to read your blog or follow up with a call to your organization.
2. Recognize your specific goals on this platform vs. others
Your goal is not necessarily the same here as it may be on your actual blog. Your site’s blog can revolve around in-depth content and case studies, while your microblog can be focused on getting people to read these longer posts or simply reminding people of your nonprofit’s presence.
3. Encourage interactions
If your nonprofit wants attention on Instagram, you should give it as well! Follow other nonprofits, recognize your donors and volunteers, comment on posts related to your cause and have something to say about the greater good.
