Social Media Trends for Not-for-Profits in 2022

With only a few days left to go in 2021, it’s time to turn our attention forward to what social media in 2022 is going to look like for not-for-profits, social enterprises and causes like yours in 2022.

VIDEO WILL REIGN

I feel like I’ve been saying this for the longest time, but video is still key to digital success. Virtually every social media platform is prioritising video content, so if you’re not doing it regularly it’s time to get out of your comfort zone and make it part of your strategy. Very few cause-focused organisations are doing it well, so this is your chance to really stand out to your community.

TIKTOK & INSTAGRAM REELS WILL EXPLODE

We’re going to see a lot more causes launch a TikTok account in 2022. Why? Because it’s the fastest growing platform, there is an untapped market for causes, it reaches a younger demographic other platforms aren’t servicing as well and you can create content that reaches people even if you haven’t built a following yet. 

If you’re not ready to add a new channel like TikTok yet, Instagram Reels are a great place to start experimenting. Head of Instagram Adam Mosseri, says the platform is crying out for more entertaining video content.

PAID ADS ARE GETTING BETTER

While we started the year with fears around the IOS changes and how it would impact ads, the truth is it had far less impact than people feared. Paid ads are going to be critical to get your message to the right audiences particularly if you’re running any kind of campaign in 2022. I predict ads will get more targeted and cheaper in 2022.

SOCIAL SKILLS WILL MAKE PEOPLE MORE HIREABLE

Social media is moving out of the marketing role and is becoming a more sought after skill set in managers, leaders, fundraisers, volunteer recruiters and more. If you have training in social media in any capacity, you’ll want to get that front and centre on your resume in 2022. 

LONG & SHORT FORM CONTENT WILL GROW

I get asked all the time what works best – short snappy content or deeper long-form pieces? The truth is both will be big this year. There is a huge demand for entertaining snackable content, but we’re also happy to dive into high value longer pieces with growing popularity. The key is to avoid the black hole in the middle. 

STRATEGY IS BETTER THAN TACTICS

If you have to choose between learning a new tactical skill, like learning how to create Instagram Guides, or getting better at creating a social media strategy, it’s going to be strategy every day of the week. We’re seeing more and more digital natives entering the marketing field and while they may be able to create content like a pro – they’re still lacking in strategic thinking and driving long-term outcomes which is not good news for causes that need to grow in 2022.

SOCIAL MEDIA SHOPPING

More and more people are making their buying decisions impulsively and through social media. If you have a physical product that you can sell or something you could create that will bring in revenue for your organisation, this is the year for you to launch your social media store.