Creating social content is about more than keeping up with trends.
While trending audio can provide an extra push for your social content, the content itself must bring value to your target audience in a way that incites more than relatability.
In my years working in social media, I've seen numerous posts go mega-viral: likes and views were through the roof, shares were high, and perhaps even the comments section included many, "Omg, this is so me!"'s.
Yes, these posts are viral, but
Was your brand memorable from the video?Did those views and engagements translate into followers? As a result, does your audience better understand your organization's mission?
Recently, a Reel that I created for Amphibian and Reptile Conservancy went viral to over 1M views, and it was EXACTLY the Reel I would have chosen for the attention and reach. Why? Everything about this reel (which also used a story-telling hook, trending audio, and artistic timing) pointed to ARC's mission and what their team accomplishes for the sake of amphibians and reptiles.
Every viewer who watched this video should understand the value of biologists and conservation organizations a bit more.
So yes, make videos that go viral because they're funny or cute, but also make videos that
Educate: share your organization's current projects and solutions to your audience's problems.Engage: post shareable, saveable content and collaborate with local groups.Inspire: tell stories of past accomplishments, inspiring stories, and past/current partnerships.
Check out the ARC Reel here (https://www.instagram.com/reel/Cz9uFMwLVbA/).
Organisational resilience and climate change
I've been thinking about organisational resilience and climate change recently. What do you think an organisation needs to make sure it has in place as our climate begins to change at an accelerated rate?