New research shows critical global trends in social media for nonprofits

The recently released "Digital 2025 Global Overview Report" by We Are Social and Meltwater offers some pretty vital insights into the current digital landscape.

Here are some key findings to inform and enhance your nonprofit marketing strategies in 2025. 

1. Social Media Adoption and User Behaviour

Global Reach: There are now 5.24 billion active social media user identities worldwide, marking a 4.1% increase over the past year. ​

Daily Engagement: Users spend an average of 2 hours and 21 minutes on social media platforms daily. ​

Implication: Social media remains a pivotal channel for outreach. To maximise engagement, focus on creating compelling content that resonates with your audience's interests and values.​ (which means, you have to know what they are!)

2. Brand Discovery and Engagement

Platform Preferences:

Instagram: 62.3% of users utilise it for brand research.​

Facebook: 52.5% engage in brand-related activities.

TikTok: 51.5% use it to discover brands. ​ 

Implication: Maintaining an active presence on these platforms should be something you seriously consider. And... tailor your content to align with each platform's unique dynamics and audience preferences.​

3. The Rise of Influencer Collaborations

22% of active social media users follow influencers or 'experts'. This percentage rises to 30.8% among women aged 16 to 24. ​

Implication: Partnering with influencers can amplify your organisation's message, especially when targeting younger demographics. Select influencers whose values align with your mission to ensure authenticity.​

4. Platform Popularity and User Preferences

Most Used Platforms:

YouTube: Holds the largest active user base.​

WhatsApp: Ranks second in user activity.​

Facebook, Instagram, and TikTok: Complete the top five.

User Favourites:

Instagram: Preferred by 16.6% of users.​

WhatsApp: Favored by 16%.

Facebook: Chosen by 13.1%.

Implication: Understanding platform popularity can guide where to allocate resources. Focus on platforms where the most of your target audience can be found. ​

5. Content Consumption Trends

Video content continues to dominate, with 78% of people preferring to learn about new products through short videos.

Implication: Incorporate short, impactful videos into your content strategy to effectively showcase your nonprofit's initiatives and successes.​

6. Advertising and Mobile Trends

Social media advertising spend is projected to reach $276.7 billion in 2025, with 83% of that ad spend generated on mobile platforms by 2030. 

Implication: Paid advertising is part of your future. Optimise your campaigns for mobile devices to ensure they reach and resonate with the majority of users.​

These insights underscore the importance of a dynamic and informed digital strategy. By staying attuned to these trends, your nonprofit can enhance its online presence, foster deeper connections, and drive meaningful impact.​

Happy Tuesday,
Alecia