Members of Gen-Z have shown their skill in organizing online and using social media to spread awareness for a variety of causes. Recently, Gen-Z rallied together through TikTok in an effort to impact the turnout at a Trump rally in Tulsa. They reserved fake tickets and the Trump rally had a lower turnout than projected. Connecting with Gen-Z is important because they are powerful and want to cause change in the world. Nonprofits would benefit from reaching out to them, but traditional ways nonprofits spread awareness may not be effective for capturing the attention of a young audience.
The most effective way to gain traction among these digitally-fluent young people is to meet the audience where they are – online. Here are some helpful tips that will help you reach the tech-savvy generation.
Pick the Right Social Media Platforms
It’s no secret that Gen-Z loves social media. Social media is not only used to connect with friends, but also as a tool to learn more about the world and engage in social activism. According to a Business Insider Survey, Gen-Z primarily uses apps like Instagram, YouTube and Snapchat. These apps offer a way for users to engage with friends and brands they may like. Gen-Z enjoys connecting with their favorite brands and will be loyal if they think a nonprofit’s message aligns with their values.
Create Frequent Interesting Posts
Social media accounts should be an avenue for you to expose more people to your organization. Posting social media content more frequently will help draw in new followers through content unique to your organization and mission. If you begin to post more often, you will increase your chances of getting noticed. Glass Half Full NOLA is doing a great job on social media, specifically on TikTok. Based in New Orleans, Glass Half Full is a nonprofit that recycles glass into sand to address the global shortage of sand. Their most popular video has over a million views and explains their entire mission in under 60 seconds.
Interact with your Audience
It is essential to interact with your audience. Many movements started through social media, like the #ClimateStrike spearheaded by youth activist Greta Thunberg or the #BlackLivesMatter movement led by different activists across the nation succeeded in spreading their message because they invited their audience to engage with the movements. The #ClimateStrike uplifts voices from across the world to add to the conversation surrounding climate change. Greta reposts and interacts with activists from different countries. Gen-Z trusts their family and friends. By engaging with them through social media you can build a relationship based on trust. As an organization, interacting may be something as simple as liking a comment or replying to a question. These simple interactions will make your audience feel included and heard.
Listen to What’s Important
Although it may be tempting to only focus on your own social media, it is important to also review what is happening elsewhere. Look at what other organizations are doing and keep track of news related to your mission. The social media of other organizations can be a source of inspiration and can reveal trends to follow.
We also suggest researching events in the news that may impact how your message is received. Gen-Z primarily gets their news through social media, because it is easier to consume and less traditional than normal news outlets. Following trends and news cycles helps you understand what people care about. Using social media is not just about posting, it’s also about listening to your audience and competitors.
Connecting to Gen-Z is vital for your organization to grow and reach its desired goals. Whether you need more volunteers or donors, getting Gen-Z involved and interested will help any organization build a loyal audience.
