The Role of Digital Platforms in Social Movements

Digital Platforms and Social Movements go hand in hand, maximising impact, fostering connections, generating interest - all relatively cheaply and efficiently. If we think back to more analogue ways of generating awareness or gathering groups of like minded people together, there would be flyers, contact lists and a large reliance on word of mouth. Now, organisations or individuals can harness the power of Digital Platforms and maximise their impact, fast.?

Global connection and amplification

The sheer capacity to connect with people on a global level, rather than local, is hugely beneficial to social movements. The algorithms and audience capturing technologies can put your message right in front of the people who want to hear it, wherever they are in the world.?

Digital platforms enable groups in one part of the world to inspire similar movements globally, fostering a sense of international solidarity. People can share knowledge, experience and strategies more rapidly, which can help a movement grow more quickly.?

The amplification platforms such as Instagram and X can give organisations or grassroots movements to communicate their messages and events means marginalized voices can bypass traditional gatekeepers, ensuring their concerns are heard. Utilising digital spaces in these ways can also provide a much more inclusive and accessible route to activism, for a large portion of people, although it still must be said that for some communities this isn’t the case.?

Education and awareness

Digital Platforms are a rich source of information, meaning the consumer is more in control of what they seek out and engage with. Increasing public awareness is quicker, more efficient and has a bigger impact when using digital platforms. These platforms serve as educational tools, offering accessible information about social issues, injustices, and solutions.?

Rapid growth, mobilisation and improved fundraising

By utilising social media features such as live streams and hashtags you are able to amplify your collective voices as well as helping to coordinate action, campaigns and protests on a global level.?

Tapping into platforms such as GoFundMe or Kickstarter can change a movement's capacity to raise funds. No longer reliant on a local crowd, and physical “money in a pot” donations, people are willing to donate money to campaigns that truly resonate with them, wherever they are in the world.?

Petitions for change can be circulated rapidly at the touch of a button, gaining traction by public sharing and amplification, placing pressure on governments and corporations to make systemic change.?

How can brands implement this into their digital strategy??

Know your core values and support causes that align with that.?

Through collaborations, public support, financial donations, sponsorship or amplification, brands are in a position to support grassroots movements, whilst reinforcing their values.?

Create discussions, encourage the use of hashtags, create campaigns with local organisations or leaders, host live discussions - there are a lot of possibilities here.?

Always make sure your choices and actions are timely and authentic.??

Create a deeper authentic connection with your audience.?

By using User-Generated Content (UGC) you are inviting your audience into your storytelling, by amplifying their voices and validating their experiences. This all contributes to a deeper authentic connection with your audience, who really will feel aligned to your brand.?

Perhaps you can implement discussion spaces online, create digital spaces or groups for people to interact, use live streams for Q&A’s that mean you are directly communicating with your audience on a specific topic and creating a valuable community.?

Ensure there is a real-world impact, not just a digital post.?

Performative activism has no place in brand culture. It will damage consumer trust and the brand’s reputation rapidly.?

Digital actions should be coordinated with concrete actions. By being transparent and open, people will go on the journey with you in an authentic way.??

For example donate a percentage of sales to a cause or perhaps change your sustainability policy with a clear timeline that is communicated publicly. Share behind the scenes footage, have business leader’s talking to your audience on comms and make your values and the causes you support really clear on your website and across all social platforms.?

There are so many benefits to be reaped from Digital Platforms and social Movements, and something that brand’s can really take note of. Ben & Jerry’s are a classic example of a global brand that utilises its platform for good.

Who else do you think does this well?