Your content pillars need a refresh

Why are you online?

Was it 5 minutes between work meetings, or commuting, or waiting for the kettle to boil?

Of course, some of us are more intentional about our social media usage and make it a point to log into X every day to keep up with the news or peruse LinkedIn to stay up to date with our networks. Some of us even work in social media…

However, beyond staying in touch with friends and family, the main reason we generally tend to put our thumbs to work on the scroll-master-5000 is, in fact, to be entertained.

Hootsuite notes that most people, whether intentionally or not, fill their spare time with social media. There’s plenty of recent data to back this up – we’re idly scrolling to fill perceived gaps in our time, over consciously tapping-in with a goal or purpose in mind.

Findings from a global survey of social media users, conducted in Q4 2023, backs the assumption that we’re using it as a time-filler.

The platforms have followed suit – the algorithms of old, prioritising engagement, have arguably shifted.

Whether it’s apps logging how long we hover over a piece of content (we’re reminded of this disturbing WSJ investigation), or shares now being a key driver of reach on Instagram, or Zuck himself confirming that AI recommendations dictate over 50% of what a user might see on Meta apps, it’s reasonable to believe that the rules governing the digital landscape have changed.

This has a direct impact on how content “performs”, and subsequently how content should be crafted.

When it comes to reach, time spent is increasingly key.

Generating engagement? Perhaps less so.

The exact data for why we’re online varies across platforms and audience profiles, but these shifts – in both users’ behaviours and platforms changing the way content is prioritised – are worth keeping in mind when reviewing the weighting you give to communicating different organisational priorities.

Your content pillars might be bloated, and your audience might have switched off some time ago.

It can be quite a daunting task for cause-led organisations dealing with serious, real-world issues to make their content engaging to an audience that’s less likely to interact and is increasingly seeking entertainment.

Find new ways to share your key messages

How can you make social, political, environmental or economic problems entertaining? It isn’t easy, but it’s possible.

It’s important to note that ‘entertaining’ does not necessarily mean ‘funny’ or ‘lighthearted’. Entertaining can still be professional, serious and thorough.

There is no need to trivialise causes to make them accessible.

When it comes to the digital space, the level of entertainment a piece of content provides also depends on how it is delivered.

Is it a long, explanatory text? A scrollable PDF? Is there a call to action? If it’s a video, how effectively is it communicating the key messages?

Every copy and design decision matters, and digital managers should find innovative, brand-aligned ways to make your content more engaging.

Organisations’ success may well hinge on their ability to merge their objectives and goals with content that will entertain target audiences.

Time to rebalance your content pillars

Your organisation’s social media presence is probably focused on providing brand updates. Data suggests that 44% of nonprofits post updates (about themselves) at least weekly. Although it’s essential to continue sharing your organisation’s mission, events and news, it is just as (if not more!) important to take part in the digital conversation on your topic.

There’s one out there, trust us.

And if you don’t, check out our article on how the cosy web is redefining our online lives to refocus on interest-based communities. It all boils down to a desire for content that sparks authentic conversations and builds meaningful relationships between audiences.

With the right approach, there’s space for brands here too.

Authentic, non-promotional content is the main type of post consumers don’t see enough of from brands on social media. 56% of respondents in Hootsuite’s 2024 social trends report say brands need to be more relatable on social media.

This content can take many shapes and tones – from creating a short explanatory video of why your cause is relevant, to perhaps sharing your organisation’s key takeaways from a partner’s recently published report.

Our key recommendation? Talk around topics and issues, not directly about your own role in them.

How to reframe your approach

• • Think about the type of content that engages and entertains you when you scroll – could your own key messages be communicated in this way?

• • Is there a digital conversation or space where your topic is being discussed? Social listening may help you uncover key influencers, groups or keywords associated with your cause.

• • Consider placing a limit on the % of content your organisation can post about itself in a given time frame – your content calendar may suddenly feel quite empty.

• • Create content that engages your audience – whether it’s informative, humorous, educational or emotive, there are plenty of ways to capture attention.