5 Tips For Non-Profits on Instagram



With over 500 million users worldwide, Instagram is a hard tool to ignore.  It’s a  great place to follow your favorite celebrity, friends or corporate brand, but at its heart the platform is about sharing stories. The photos along with their messages can showcase your brand’s impact in a tangible way that is clear, concise and delivered with a lot less noise than their social media platforms. As we launch our very own Instagram account, here are some things to consider before getting started or as you maintain your account:

1.) Learn how to cross-post effectively

While it’s a good idea to market your Instagram page using your website and other social media pages, it’s important to learn to do it effectively. Facebook and Instagram usually work together seamlessly, but the formatting doesn’t always work well on other platforms. If you are sharing the same piece of content, always ensure that the content and message is appropriate for the platform. Experiment to see what works best for you and your followers.

2.) Does the media reflect your brand?

The best Instagram accounts post consistent content that matches with the brand’s identity.  It’s easy to lose sight of your goals when you have complete control of your content. Although you might have various content creators and admins , you must ensure that the content has a consistent voice. A great strategy is to categorize the type of posts that you make and limit yourself to only 2-3 categories.

3.)  Know your audience

Your Instagram account, like all other pieces of your communications strategy, should be tied to specific goals. What do you want to accomplish? Who do you need to reach to accomplish it? That group of people is your audience. Remember, your audience should be a specific group – not just a vague demographic.

Knowing your brand’s audience is important so you can tailor posts and better target who’s important 53% of Instagram’s users are  18-29 years old and female users have a slight majority. The best feeds combine their brand identity with a familiarity of their audience’s needs. Again, the best strategy is to identify, categorize and limit the types of posts you make to have a concise feed for you users to better appreciate.

4.) Limit calls-to-action.

Instagram and other social media platforms are a great place to motivate users to join your cause, but  that should not be all that you use it for. Calls-to-action should be very strategic and limited. Show how and why it is imperative that they participate in your work and why they should care about the cause you are asking them to take part in. When you do use the platform to reach out to your users, ask them to help share your story at  your events.

5.) Commit to posting regularly

It is sometimes better to have no representation on a platform than a dated or poorly executed account. With a clear direction you can reasonably post a couple times a week, if not everyday. You can also identify events for live posting and share content generated by your fans. If you create the account, commit to keeping up with regular posting. Determine a frequency and stick to it.

Looking for more information? Check out our blog on Mention and Replies.




Written by eric martinez

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