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Instagram is a social media platform that allows nonprofits to effectively engage with their audiences. In fact, nonprofits receive the fourth highest user engagement of any industry on the platform. Plus, with over 2 billion active users, Instagram allows your nonprofit to expand your reach and improve your social media marketing strategy.
A strong nonprofit Instagram account requires planning and frequent upkeep to be successful and engage the right audiences. Let’s explore some of the best nonprofit Instagram accounts to learn what they’re doing right and how you can emulate their success.
Nonprofit Instagram account essentials
Before you start posting, it’s important to know the fundamentals of how to run an Instagram account. Instagram is more than just an app for posting photos, and leveraging its many other features will set you apart from the crowd. Here are some useful tips to consider when making a nonprofit Instagram account:
- Make your account a business account: The business account feature signals to new visitors that you’re a professional organization. It also gives you access to Meta’s Charitable Giving Tools, so you can collect donations directly on the platform.
- Post various types of content: The Instagram algorithm rewards accounts that produce content besides photos, such as short-form videos known as reels, story posts, and livestreams. Be creative and post diverse types of content to your page.
- Incorporate your branding: Your brand is what sets you apart from other nonprofits. Instagram is a great place to cultivate your brand identity and attract new followers, so implement your nonprofit’s branding consistently across all of your content.
- Put important links in your bio: On your Instagram landing page, also known as your bio, there’s a space for you to include a link. Add a link leading to an important webpage, such as the “about us” section on your website, so your followers can easily find and learn more about your nonprofit.
- Stay active and interact with your followers: Between direct messages and the comments section, there are numerous channels on Instagram where you can communicate and interact with your followers to deepen your relationships with them. Remember to check your notifications and respond to your followers in a timely manner.
- Stick to a consistent schedule: Staying organized is crucial for maintaining your Instagram’s quality and keeping your followers interested in your content. Make a content calendar to help you stay on track.
- Use Instagram’s Charitable Giving Tools: This feature streamlines the donation process by adding a “donate” button to your Instagram profile. Make sure you have a business account, as Instagram only allows these accounts to sign up.
Now that you know the basics, learn how the best nonprofit Instagram accounts leverage these essentials to make a difference.
Best nonprofit Instagram accounts
Charity: water’s Instagram account features its purpose of providing clean water to all people through its feed with high-quality images and videos. The focal point of their posts is their beneficiaries accessing water and their supporters advocating for their cause, not the nonprofit itself. By centering their beneficiaries, they establish how much they value them and elevate them as the heroes of their story. All of their content is professionally edited and features detailed captions describing their initiatives to viewers.
One of the most important parts of visual branding is graphic design, and Yellowhammer Fund’s Instagram leverages it well. They use distinct colors in each of their posts and minimalist illustration style, which is popular with Millennials and Gen-Z. Through their posts and captions, they convey the seriousness of increasing abortion access and evoke an emotional response in the viewer.
Amnesty International’s Instagram reflects its mission of stopping hate crimes around the world through compelling visual and narrative storytelling. Despite having over a million followers, their account consistently engages with their audience. They post diverse types of content, most of which come from their supporters advocating for them in the field. Their posts also include text overlays and strong graphic design elements so that they can quickly capture the viewer’s attention and convey their message.
With nearly a quarter of a billion followers, National Geographic’s Instagram account is renowned for its high-quality photographs and detailed captions. This is especially important as their beneficiaries—animals and ecosystems—can’t tell their stories themselves. Their feed is both visually captivating and educational about a variety of conservation topics. Also, they leverage their saved stories to highlight trending topics they’ve covered previously and interviews with thought leaders in the field.
Elevating your Instagram presence
To get started with your own nonprofit Instagram account, use these profiles to inspire you. Then, determine what your goals are for your account and structure your social media strategy around them, encouraging your supporters to follow, like, comment, and share. This will help Instagram’s algorithm understand which users like your content and promote your account to similarly-minded users. As long as you focus on your beneficiaries and leverage Instagram’s robust features, you’ll reach your target audience and work towards building long-term relationships with them.