Using Instagram for charities

We’ve previously discussed animation’s benefits as a powerful communication tool for charities, but in this article, we’ll focus specifically on using Instagram for charities.

According to Social Sprout, Instagram has 2 billion monthly active users. Many users use it alongside other social media platforms such as Facebook (80.8%), YouTube (77.4%), and TikTok (52.8%). That means having a solid cross-platform marketing strategy for your charity is crucial.

With this in mind, it’s no surprise charity brands are increasingly using this channel to tell their stories and connect with audiences. But what makes Instagram particularly appealing to these not-for-profit organisations?


1. Ease of use

Although several social media platforms exist for sharing visual information, Instagram is the simplest to use. You don’t need any video or photo-editing skills beyond the application, for example, which makes it straightforward to post videos and photos directly from devices to the platform.


2. It’s measurable

When you post an image or video that is seen by some of your followers, Instagram will monitor how many of those viewers engage with your post by liking or commenting. The more engagement the post gets, the more people Instagram will show it to, either by bumping it to the top of followers’ feeds or by adding it to a curated collection of posts in Instagram’s ‘Explore’ section, which is seen by followers and non-followers alike.


3. Don’t forget the #

Choosing the right wording for your captions is important, using a tone that suits your messaging. Still, you can also categorise your posts by adding relevant #s – up to 30 in one post – but be wary not to come across as too spammy with #overkill. Keep captions brief and relevant and aim to stimulate engagement through likes and comments. Ask questions, look for feedback and invite people to interact with you.


4. Exposure

Your Instagram activity will expose your organisation to increasingly diverse communities, potentially leading to collaborations with the likes of partners, media, supporters and donors.


5. Connecting with audiences

People are increasingly using the platform for entertainment. Looking for funny or entertaining content was the second most popular activity, with 64.8% of users engaging in it. Inspire an interest in the work you do by showing them. Share powerful images of captivating situations and bring your online audience closer to the action. Inspire them by talking about beneficiaries who have defied the odds or overcome adversity as a result of the work you do.

Want to use Instagram more but struggle to generate content? We can help. From a one- to two-minute animation, we can create a series of bite-size clips and images that can be repurposed and shared on Instagram and other social media channels.