Chris Rosica
Chris Rosica

Social media provides an important opportunity for nonprofits to promote and protect their brands and reputations – and stand apart from the (ever-increasing) competition. Forward-thinking nonprofits, whether they are focused on education, healthcare, or human services, are constantly setting goals and developing social media strategies that align with them. But because the digital landscape is ever changing, it is essential to regularly define clear objectives and action plans to improve an organization’s digital footprint.

Social media platforms are ever changing, evolving to create new user experiences and meet the needs of their users. Keeping up to date with these changes is vital if you want to execute a robust digital strategy and leverage social media for content marketing, organic search optimization (SEO), internal and external communications, resource development/fundraising, and other marketing communication activities.

In 2022, we saw the rise of video reels on Instagram as the platform sought to compete with the growing popularity of TikTok. As a result, nonprofit organizations and smart brands have elevated their social strategies to prioritize interactive and engaging video content. The pivot to video is a testament to the rapidly changing social media landscape and a reminder to always adapt and make fundamental changes and tweaks to your organization’s digital strategy.

Recently, Instagram’s parent company Meta announced a paid verification service for users to pay for a blue checkmark and receive a variety of perks for a monthly fee. In a video posted at the end of 2022, Instagram CEO Adam Mosseri provided some valuable insights about what the platform is prioritizing this year: sparking connections between people, inspiring people to discover what they love, and inspiring people to be creative. This article will explore insights from Rosica Communications on these three subject areas and provide helpful tips to incorporate it in your organization’s Instagram strategy.

Growing Connectivity

This priority is due to a shift of engagement on Instagram. Traditionally, users shared content to their feed as a primary source of engagement on the platform. The increasing popularity of features like Instagram stories and direct messages are now used more commonly to share content, and the main feed is now used for more carefully curated content. Still, Instagram wants to make sure people keep sharing. They’ve incorporated new features like Notes, which allow users to write short, public messages that can spark conversation in direct messages.

It’s clear that Instagram wants to encourage increased interaction and engagement on the platform. Nonprofits and for-profits alike can leverage this by creating shareable content to circulate amongst your community of supporters, employees, brand champions/advocates, and/or volunteers who you can ask they share it with their social networks. Be intentional about creating content that inspires your supporters to engage and act. You can get started today:

  • Update the links in your bio – make sure they are current and relevant.
  • Make your first Instagram note.
  • Make it a priority to post on your story at least 3 times a week.
  • Practice incorporating new and engaging calls to action in your posts.
  • Incorporate links to your Instagram content in your outreach to supporters and continue to use the app to spread awareness about your organization.

Promote Discovery

Instagram has augmented its algorithm to try to direct people toward new experiences, beyond the people and pages that they already follow. This provides an opportunity for your organization to expand its reach and awareness. To reach new audiences, it is key to consistently produce content that motivates people to stay involved and engaged. Instagram should be used to tell your organization’s story about what makes it unique and meaningful. Increasing your reach and expanding your demographic of followers will help spread your organization’s key messages and mission to others.

Ways to get started:

  • Make sure you have links to your organization’s Instagram page in a place that is easy to find on your website.
  • Leave comments on pages or posts with high interaction to increase visibility.
  • Research the most popular hashtags within your industry, and regularly incorporate them into your posts.

Inspire Creativity

Instagram states that creativity is the foundation that the platform was built upon. Features including collaborative post options, the option to add music to posts, and filters were created to encourage creativity on the app.

Instagram’s algorithm will prioritize creative content, and your organization can take advantage by developing creative content that tells stories about your work and mission. Incorporate videos, photos, and testimonies from clients or supporters to convey your organization’s impact in action. Faces and personalized content are a great way to humanize your organization, and after all – authenticity is powerful. Presenting content that showcases your values will constantly reinforce your brand and its value.

Ways to get started:

  • Shoot videos highlighting and storytelling about the communities you serve. CapCut is a free app that can bring your videos to life.
  • Spark conversation in real time by contributing your thought leadership to current events that are relevant to your organization or industry.
  • Use free apps like Canva to experiment with new photo layouts and infographic templates.

The possibilities for sharing content on social media channels are endless. Staying abreast of algorithm changes and best practices for each social media platform will help your agency maintain a modern presence, keep followers engaged, and strategically connect with new audiences.


Chris Rosica is president of Rosica Communications, co-founder of Interact Marketing, and author of three PR and marketing booksThe Authentic Brand, The Business of Cause Marketing, and The Power of B2B Social Media. He is past president of the world’s largest chapter of the Entrepreneurs’ Organization (EO) in New York City and presently serves on the boards of Boys & Girls Clubs in New Jersey and the Boys & Girls Club of Paterson & Passaic.