There are a lot of social media outlets out now. Twitter, Facebook, LinkedIn are all garnering huge amounts interaction from a wide array of people.
But what about those social media outlets that do not get as much attention from the masses? Or the outlets that not traditionally associated with content marketing or use by nonprofits?
Do they add value? Are they worth the time investment it is going to take to get them up and running?
The tentative answer is yes, but it all depends on who your target audience is, and what message you’re trying to communicate. The less prominent social media networks typically attract a more niche audience than the mass networks like Facebook and Twitter.
Here are the specifics on 5 less utilized social media networks your nonprofit can utilize in its next content marketing campaign.
tumblr’s user population is often stereotyped as being angst ridden teenagers who cant deal with the realities of their middle class life. While there might be some validity to that, the fact is the platform offers some truly unique features that is difficult, if not impossible, to find anywhere else.
I’m talking about tumblr’s “ask” feature that allows anyone with a question to drop an anonymous (or not) question in the inbox of a user. Planned Parenthood has seen a lot of success on the platform because of their honesty and ability to truthfulness.
The well covered mass exodus from Facebook by millennials is worrying the social giant, but it is helping other social media networks like Instagram and YouTube. According to a recent study by The Intelligence Group, 68% of people between 14-34 use YouTube, 2% more than use Facebook.
YouTube is (as you know) great for sharing videos and connecting with audiences through a highly visual and engaging way. Combine that power with targeting a an audience who is flocking to the platform in droves and you have a recipe for serious engagement.
Google+ is the second largest social media network with 540 million active users, and has some pretty powerful capabilities behind it. Perhaps the most powerful is hangouts, a built in feature that allows free video conferencing with up to 10 people. The software also offers screen sharing, a scratchpad for sharing notes, and an easy means to share documents. A great tool for running small training sessions with remote employees, or small webinars with potential donors.
Who is your target audience? If your answer is primarily women, you HAVE to be on Pinterest.
According to Socialfresh, 80% of Pinterest’s users are women, with over 5 million things being pinned (shared) every single day. If your nonprofit works heavily with images and other visuals, and is targeting women, you need to be on Pinterest.
Vimeo is the more cultivated and refined version of YouTube. It attracts over 100 million unique visitors per month and has over 22 million registered users. It is considered the preferred home for high quality, long-form video content.