6 Social Media Trends for Nonprofits in 2023

On social media, some things are forever (yikes!), but in terms of over-arching trends, nothing lasts. So, if your nonprofit wants to stay top of mind and ahead of the curve, here’s what you need to know about social media in 2023.

And to see these trends in action, go like and follow our social accounts—Facebook, Instagram, Twitter, LinkedIn, and TikTok—we've got fundraising ideas, nonprofit trends, and awesome examples galore!

We've got more in-depth information on these nonprofit social media trends on our blog. Check it out to get the whole scoop.

1. AI is here to stay. ??

From 2018-2020, marketers’ use of AI jumped from 29% to 84%. That’s a 184% increase (Salesforce’s Sixth State of Marketing Report).

AI isn’t a replacement for a human, but it can definitely help streamline workflows, generate ideas, and pinpoint what your audience is looking for content-wise. So, take advantage of those capabilities to plan your social calendar and lighten your workload. At the same time, remember that with the rapid adoption of AI in marketing, tools that are specific to marketers will be created and iterated on quickly. The game is changing—and fast. Be on the lookout for new use cases for AI and be ready to think creatively about how AI can be of use in the nonprofitsphere.

2. TikTok use continues to go up. ?

The average American watches TikTok for a staggering 80 minutes every day (Washington Post). The average person on an average day spends 34 minutes socializing and communicating in person (American Time Use Survey). That means folks are spending wayyy more time on TikTok than socializing IRL.

Many of us have held off on TikTok because change is hard and we already have SO MUCH going on. But now’s the time to hire a TikTok expert (or maybe you have a Gen Z board member who could lend a hand?), get your account up, and become the CEO of nonprofit dance-offs. (It’s a TikTok thing, we swear.) If you’re still feeling intimidated, here’s some good news: nonprofits are already in a position of success, according to TikTok itself! That’s because over 40% of TikTok users said brands have to “lift their spirits” to motivate them to part with their hard-earned cash, and there’s nothing nonprofits do better than sharing a rousing success story (TikTok’s 2023 What’s Next Trend Report).

3. User-generated content and influencer marketing makes an impact. ??

• In 2022, people watched influencer content 13.2 times more than media and brand content (Tubular).
• 72% of Gen Z and Millennials follow influencers on social media (HubSpot). That’s over 40% of the US population—and a lot of nonprofit supporters (Statista).

You already know that social media is effective for online fundraising. (Well, 79% of you do, according to the Global NGO Technology Report 2019.) But some nonprofits waver on whether influencer marketing and UGC is worth it. Here’s our advice: Don’t overthink it because you already have a leg up here. After all, it's difficult to find a nonprofit that's NOT using UGC—usually in the form of client testimonials and the nonprofit's story. So, keep doing what you know, lean into your unique story, and be the influencer you want to see in the world.

4. Companies are investing more in video content. ??

• 73% of consumers prefer to watch a short video, as opposed to a text-based article, e-book, or infographic, to learn about a product or service (Wyzowl).
• In 2021, nearly 76 million people in the US scanned a QR code on their mobile devices, a 15.3% increase compared to 2020. That rise is expected to continue, and by 2025, usage of mobile QR code scanners is projected to reach approximately 99.5 million users (Statista).

We think it's time you made short-form videos a key part of your outreach strategy. Share links in your direct mail, play them at events, and splash them across social media. Additionally, QR codes are gaining enormous ground, especially with the donor’s cousin, the consumer. Use QR codes to introduce videos into spaces previously reserved for words or static images.

5. Employee advocacy increases organic reach. ?? ??

In a recent study, over 87% of those surveyed said that employee advocacy contributed to expanding their professional network, and 76% believed that it helped them keep up with industry trends (Hinge Marketing).

As with these other trends, this is made for nonprofits! Word-of-mouth marketing is a great minimal-cost strategy to tap into if you want to increase donations. What for-profit industry can claim more passionate employees? How many corporations have mission-focused staff? What other company fundraises as a team for the cause they work toward every day? Yeah, you’ve got this.

6. Social media customer care is a must. ??

When people reach out to brands on social, they expect a response. But now, brands are using their responses to drive brand awareness. Some even have their own dedicated customer accounts.

From 2020-2021 alone, the volume of consumers who reported a preference for social messaging for customer service jumped a whopping 110% (ZenDesk).

This is an easy and obvious win for nonprofits. Invite engagement from your community by asking questions, inviting feedback, and encouraging interaction. And with today's automation solutions, you don’t have to do much to check this social media box.

Sure, social media trends come and go, but by staying on top of them, you can lead the pack in the year ahead. It’s time for a 2023 social media glow up, friend! Go get ‘em.