How to make an impact with Meta Reels as a nonprofit brand
Your social media headspace might be preoccupied right now. You might wonder if you should invest precious time in Threads. However, if we can pull you back to Instagram and Facebook for a moment, we have news. You absolutely should spend time getting your charity brand noticed with Reels.
Members of the $\text{EMEA}$ Social Impact Team at Meta recently joined us. They held an exclusive webinar for GivePanel customers. We wanted to help non-profits make an impact on Meta’s platforms. Therefore, we reviewed the basics to help your organization get started correctly.
Reels 101: Why Short-Form Video Works
Simply put, Reels are like any other short-form social video. They can be up to $\mathbf{90}$ seconds long. You include music, filters, effects, texts, and $\text{CTAs}$. You can share them to your Facebook and Instagram profiles (unfortunately not Threads yet!).
Reels resonate strongly with social media users. They have become the fastest-growing content format. Over $\mathbf{20\%}$ of time spent on Instagram now involves viewing Reels. So, if your non-profit hasn’t dipped its toe into this format, you may miss an opportunity. Start engaging your audiences and driving awareness for your cause.
Source: Meta Reels School
What Makes a Great Reel?
Meta outlines five components that make up an impactful Reel for non-profits:
- Relate to your audience: Create content that resonates with your audience. This inspires them to engage with your cause.
- Engage in the conversation: Use cultural moments, trending topics, and relevant hashtags. Engage in dialogue with your social communities.
- Educate, entertain, and inspire: Tell people about the amazing work you do. Explain why it matters. Show how you help make the world a better place.
- Lead to action: Make it obvious how your audience can support your cause. This could mean donating, joining an event, or signing up for your mailing list.
- Storytell effectively: Be human. Share stories of success and impact from your non-profit.
Great news! You are probably doing all of these things already. You won’t need to return to the drawing board entirely.
💡 Tips, Tricks, and Best Practice
We’ve covered the basics of Reels. Now let’s dive a little deeper into some pro tips for success.
Start with Templates
We all know the energy-sapping feeling of staring at a blank page. Starting a Reel from scratch can be similar. But, good news folks! It doesn’t have to be this way. Instagram offers ready-made, suggested Reels templates. You simply drop your content in. The templates mix your content to fit a music and format combination. This allows you to create a Reel within minutes.
Grab Attention Immediately
Front-load your Reel with compelling visuals and audio. Grab the attention of your audience in the first $\mathbf{1-2}$ seconds before the dreaded swipe. Make it easy to understand what the Reel is about. Explain why they should pay attention. Use stickers, effects, and text to highlight key points and $\text{CTAs}$. Inspire viewers to take action.
Do Your Research
Look into trending topics, audio, or viral moments relevant to your cause. Get involved in these conversations. Bookmark Meta’s Cultural Moments Calendar and use it to plan upcoming content. Alternatively, use the search function on Facebook and Instagram. Look up keywords relevant to your non-profit. See what content already exists. See if you can do something similar.
Partner with Creators
Meta thinks about Instagram as a tool to empower creators. They provide tools for creators to get involved in charity missions. Furthermore, they enable non-profits to find and engage with creators directly. According to Meta, “organizations can partner with creators to help achieve different goals.” Creators bring an authentic voice to a story. Their communities often trust them more than organizations. Crucially, creators help you reach new, engaged audiences ready to discover your mission.
Source: Meta Reels School
Meta has many handy resources to help you start your creator strategy. Check out the Creators for Facebook Hub and the downloadable Creators for Causes guide.
Obsess Over Your Metrics
Finally, consider the data when embarking on a new initiative. Use Reels Insights to monitor your content’s impact. Metrics include accounts reached, plays, and watch time. Use this information to assess what resonates with your audience. Refine your strategy for future content. You don’t want to spend all your time organizing the party only for no one to show up.
🎁 5 Content Ideas to Try Right Now
You are sold on Reels, but you might be unsure what content to post. Here are $\mathbf{5}$ simple ideas that are easy to implement and will get your Reel ball rolling:
A “Day in the Life of…”: People love seeing behind the scenes. Give them a snapshot into your non-profit. Feature a community fundraiser, a vet, or a researcher. Give them a brief and let them film short videos throughout the day!
Promo for a Fundraising Event: Reels are a great way to promote your activity. If it’s exercise-based, film your team acting out the activity. If your event has a venue, give your audience a quick tour. Show them what to expect.
A Mythbuster About Your Mission: Does your audience regularly assume something about your non-profit that is incorrect? Address it with a funny Reel of two halves. Show the myth first, then the mythbuster second. Supporters won’t make the same mistake twice!
Meet the Team: Audiences love feeling part of a community. Introduce the faces behind the non-profit! Introduce them in one go with a theme (e.g., “Friends” and “the one with…”). Alternatively, draw it out into a series. Go into more detail on their likes and dislikes. Explain what they love about their job.
A Trending Topic: Social media loves a trend. Join in the conversation when you can! This might be a specific Reel format or a current TV show obsession. It could also be a news story relevant to your mission. Just ensure it aligns with your non-profit’s mission before jumping on the bandwagon.
🔗 Related Resources
Meta Reels School: Meta for Business – Reels School (Using the most relevant guide link from Meta for business users.)
5 considerations for your nonprofit’s Instagram fundraising strategy
https://givepanel.com/blog/5-considerations-for-your-nonprofits-instagram-fundraising-strategy/
The importance of storytelling in peer-to-peer fundraising
https://givepanel.com/blog/the-importance-of-storytelling-in-peer-to-peer-fundraising/
How to increase your Facebook organic reach in 6 easy steps
https://givepanel.com/blog/how-to-increase-your-facebook-organic-reach-in-6-easy-steps/
The complete guide to Facebook Charitable Giving Tools for nonprofits
https://givepanel.com/blog/the-complete-guide-to-facebook-charitable-giving-tools-for-nonprofits/