Developed by Kate K.

This article provides key social media recommendations for activists and organisations looking to maximise engagement, awareness, and donations through strategic use of platforms such as Twitter/X, Facebook, Instagram, and TikTok. It also highlights platform-specific post frequencies and the types of content that most effectively drive results. For the full report, read the detailed recommendations here.

Table of Contents

• Introduction
• Platform Recommendations
  • Twitter/X
  • Facebook and Instagram
  • TikTok
• Content Recommendations
  • Effective Content Types
  • Best Practices for Posts
• Additional Insights
  • Social Media Tools
  • Posting Frequencies
  • Peak Engagement Times
• Full Report

Introduction

This article is a compilation of recommendations for nonprofits seeking to optimise their use of social media platforms for building awareness, increasing donations, and engaging audiences. The insights are drawn from the latest research on platform demographics, post timings, and content effectiveness, specifically tailored for Stop the Palestinian Genocide (SPG).

Platform Recommendations

Twitter/X

• Target Use: Twitter/X is ideal for spreading news and sharing updates on ongoing events.
• Post Frequency: Aim to post 7 times per week, specifically on weekdays (Mon-Fri), between 9 am and 3 pm.
• Content: News articles, funny posts, and opinion pieces tend to gain the most engagement here.

Facebook and Instagram

• Target Use: These platforms are most effective for creating engagement and inspiring social impact.
• Post Frequency:
  • Facebook: Post 6 times weekly, weekdays between 9 am and 2 pm.
  • Instagram: Post 5 times weekly, weekdays from 10 am to 2 pm, with extended timings on Tuesday and Wednesday to 4 pm.
• Content: Stories, reels, and posts from influencers resonate most with audiences here.

TikTok

• Target Demographic: Gen Z is more engaged with TikTok compared to other platforms.
• Post Frequency: Aim to post twice weekly, with peak times being Tuesday and Friday afternoons (4-6 pm), as well as Wednesday and Thursday mornings (9-11 am).

Content Recommendations

Effective Content Types

• Short-Form Videos: Across platforms, videos under 30 seconds drive the most engagement.
• Influencer Content: Using influencers to share organisational messages can be highly impactful.
• Community-Centric Videos: For nonprofits, community-building content tends to resonate more than pure informational content.

Best Practices for Posts

• Hashtags: Limit hashtags to 1-2 per post for higher engagement.
• Platform-Specific Content:
  • Twitter/X: Share news updates and commentary.
  • Instagram: Use reels and short clips to capture attention.
  • Facebook: Create posts that encourage discussion and sharing.

Additional Insights

Social Media Tools

• HootSuite: Best for experienced teams, offering discounted rates for nonprofits.
• Buffer: Beginner-friendly, with a free plan that’s suitable for smaller organisations.
• CrowdFire: Known for excellent analytics, ideal for tracking cross-platform engagement.

Posting Frequencies

• Aim for regular posting to keep the audience engaged:
  • Twitter/X: 7 posts per week.
  • Facebook: 6 posts per week.
  • Instagram: 5 posts per week.
  • TikTok: 2 posts per week.

Peak Engagement Times

• Across platforms, the peak engagement times are generally:
  • Tuesday to Thursday: Between 9 am to 2 pm.
  • Worst day to post: Sundays generally see the lowest engagement rates.

Full Report

For a comprehensive look at the research and data behind these recommendations, please see the detailed recommendations report.

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