Maximising your impact on social media in 2023
Every year social media changes. Whether it is new platforms gaining popularity, new content forms and features taking over popular use, or the role of it in marketing shifting - it can feel like it’s impossible to stay on top of everything.
Luckily for organisations and ministries everywhere, you don’t have to be across everything on social to be impactful. Strategic social media as part of a varied communications mix is always better than being everywhere and trying to please everyone.
While strategic social media doesn’t mean bowing to trends, it also doesn’t mean ignoring them. So we’ve pulled together a few 2023 social trends and are going to explain how you can use them for more impact as a Christian organisation!
Formatting your social content in 2023
Short-Form Videos
For everyone hoping video was a fad - I’m sorry, it’s here to stay. The most popular video to create right now is that elusive short-form style you find in Instagram Reels, TikTok, YouTube Shorts and many other places.
In 2023, voiceover videos that commentate on the footage being shown are especially popular, along with ‘short film’ style videos that tell a compelling story without words.
How to make it happen
Think of three initial videos you can make and put them into your content plan across the next two months.
Engage with short-form video as a consumer, if you enjoy watching certain videos, try create your own version with your own unique spin.
When you’re at events, in the office or anywhere else you do your work, think about collecting video footage as well as photos! Building up a library of clips will serve you well for incorporating video more easily into your mix.
Create using the native tools of your social media platform of choice or in Canva - you don’t need to learn fancy editing software!
In the real world
Using short-form video as part of a bigger strategy helped our client MTS almost triple their conference ticket sales in 2022.
Carousel Posts
Good news for those of us that love spending an afternoon in Canva - carousel (sometimes known as swipe) posts are extremely popular at the moment. These are a great way to break down and communicate a complex idea, share data or tell a story!
Carousels work well because they require people to stop and to swipe - which automatically tells Facebook or Instagram that people like what you are sharing in that post. Plus - they’re a way to build authority both with the information you share and by showcasing your branding.
How to make it happen
Scroll through your own feed and save carousel posts others have made to inspire you.
Look at 2-3 recent report or stories published by your organisation and plan how to pull out 3-4 stats or info items to build into a carousel post.
Create a canva template for your future carousels.
In the real world
See how carousels showcase the impact of Langham Partnership Australia in a quick and accessible way.
Filling your social content in 2023
More than ever, people want to see other people on social - and this means real people not stock images! This year is also seeing the rise of behind the scenes and other personable content, that breaks down the ‘professional’ wall, and gives your community an insight into what actually happens in your organisation.
If you were going to adopt a motto for creating social content in 2023 it would be ‘personable not professional’. Now, don’t hear us saying ‘don’t be professional’. However - do think about how you can incorporate personality and authenticity into your content. Our challenge is to remind people that our organisations aren’t machines, but rather people like them who love Jesus and want to make him known!
How to make it happen
Review your last months worth of content and count up how often you used real photos vs stock, graphics vs people and the word ‘I’ or ‘we’ versus ‘you’.
Look at your organisational calendar and pick five opportunities to ‘pull back the curtain’ and show the real work of your ministry.
To hit the criteria of ‘real’ AND ‘behind the scenes’, film short 1 min videos of your staff sharing WHY they love working for you and share them!
Fellowship through social content in 2023
The world is busy, and for many Christians, social media is a challenging and often unhelpful place. This gives you a unique opportunity to be a light for them in a sea of content that turns their mind away from Christ.
Consider who you are trying to reach on social media and what would be helpful to them. People online are not only seeking distraction and entertainment, but also community. How can you create fellowship through your social media in a way that helps your audience connect with your audience. Building this kind of connection is what will result in engaged givers, pray-ers and volunteers down the road.
Be consistent and clear
Trends come and go, so they shouldn’t be your whole marketing strategy, but that doesn’t make them worthless. Think of trends as a way to meet your audience where they are, but never forgo consistency and clarity just to be a part of trends.
Consistent social media (eg. sharing content 3 times a week every week) is more impactful over the long-term than chasing short-form video but only managing to share one a month. Also don’t forgo clarity of message for a trend either! To be that light on social, always consider if a trend is the right fit for you as an organisation, and put a spin on it so it is helpful and not harmful.
If you’re looking for help to make social media more impactful (and consistent) in 2023, contact us to see how we can help you.