A Nonprofit Experiment With TikTok, Reels, and Shorts with Kate Meyers Emery

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Welcome back to another exciting episode of Nonprofit Nation! In today's episode, I sat down with a very special guest. Please give a warm welcome to Kate Meyers Emery, as we delve into the world of nonprofit content creation.

In this episode, Kate shares her insights and experiences on the importance of consistency in posting content. She discusses how her team decided to take a bold approach and post daily, leading to significant follower growth and engagement. Kate emphasizes the need for a clear strategy and goals in order to see success in this fast-paced digital landscape.

Additionally, Kate walks us through her journey of convincing others to include her proposal in Candid's Innovation Fund. She provides valuable data on the impact of video content, especially in reaching younger audiences, and how it can be a powerful tool for nonprofits. Through her experiment on video engagement, Kate uncovers fascinating findings that shed light on audience preferences and the key factors for successful videos.

But the road to effective content creation is not without its challenges. Kate addresses the limitations and concerns of certain platforms, such as Meta, and highlights the importance of priorities and data privacy. She also shares valuable tips for nonprofits looking to navigate the world of social media, including the benefits of embracing new platforms and the importance of demonstrating value to skeptics within the organization.

Key takeaways:

• Importance of Consistency in Posting Content
• Discussion on the Meta Platform and Data Privacy Concerns
• Challenges in Convincing Others to Explore New Marketing Channels
• Importance of Testing, Measuring, and Analyzing Results

Awesome quotes from this episode:

"Luckily for me, Candid actually has an innovation fund, and this gives staff funding and time to focus on a project for three months. And so I used that opportunity to try doing short form video, and we were able to really see is video something that works for Candid." - Kate Emery Meyers

"What we decided to do with a lot of this content was just look broadly at what people liked to already see from Candid. So we were looking at what are evergreen content pieces, what is our top blog post, what's our top help resource, what is our top YouTube video? And we took a lot of inspiration from that. So we were repurposing a lot of content that we already knew was successful in other formats." - Kate Emery Meyers

"You cannot just look at something like TikTok or Instagram reels and say, it's not for me, or, oh, this is going to be great, until you do it."

"Think about what might draw people to you. So which accounts did you already have sort of in the social media space? And which ones did you create for this experiment? 
- Julia Campbell

"I just talked to a client yesterday and she is struggling with getting her executive director on board with gett

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