You can’t control earned media like you do the owned one but you can influence it, creating content that is more likely to be shared.
Creating shareable content boils down, again, to understanding the mind of your audience. You can then understand what makes them tick…or not.
The psychology of why people share
Key motivations for people to share:
- To define ourselves to others
- To bring valuable and entertaining content to others
- To grow and nourish relationships
- To get the word out about causes and issues we care about.
Content is more likely to be shared if it is funny, moving, illuminating, inspiring or shocking.
Here are 6 guidelines to help increase the chances of your content being shared:
- Appeal to your audience’s motivation to connect with each other (not just with your organization).
- Tell a story.
- Credibility needs to be established, as does trust, which is the cost of getting shares.
- Keep the message simple.
- Appeal to positive emotions like inspiration, illumination or amusement to build a positive brand connection.
- Embed a sense of urgency.
CROWN – CHANNELS – EARNED MEDIA
Influencer marketing
Influencer marketing from a standpoint of commercial advertisers sits in the intersection of paid and earned media considering the message is coming from someone other than your organization but is on the other hand paid for (to the influencer).
However as you are an NGO and most probably you will not pay for this service but try to obtain it through building relationships we will leave it in earned media.
Regardless of getting stuck on the categorization of it, the point is that influencers are a valuable tool and you will benefit to consider how you can use them.
HOW INFLUENCERS CAN HELP YOU?
✍ Creating awareness
While some large NGOs have had great success with traditional advertising, the biggest advantage of influencers is that they help put a face behind the cause/organization. Since NGOs need to be present in people’s minds at all times (not just during crisis), it’s important to create brand awareness and create a relationship with the audience. These are two things that influencers excel at.
✍ Activating potential donors
Everyone knows that generosity is increased when people are watching. This is why using the “star power” of influencers big and small can help create a snowball effect when it comes to your campaigns. People care about projecting a positive image online, and showing that they donated to a good cause is the perfect opportunity for it, especially if their choice is validated by a famous YouTuber or Instagram celebrity.
✍ Targeting the right audience
Unlike traditional advertisers, influencers know and understand the young generations. They are the perfect audience for NGOs, since this generation cares more about sustainability and social responsibility. It is the perfect opportunity to help them do good, without pandering to them by talking to them in the wrong voice. Influencers will have the exact right words to promote your NGO to their audience.
Example:
☞ The Challenges Cup
A great example of influencer marketing for NGOs is the ‘’Challenges Cup’’. This is a Dutch YouTube channel where the biggest YouTubers of the Netherlands battle each other to raise money for their favorite charity. It’s a great way to create awareness for the charity because each video contains a part where they explain what the cause is. Linking it to a challenge, makes it perfect content for reaching younger generations.