Just when you think you’ve figured out your social media strategy, the platforms go and change everything. AGAIN.
This week, I’ve been digging into three developments that I think every nonprofit marketer needs to know about – because they tell us something pretty important about where social media is headed.
Let’s get into it.
1. Instagram wants you to make LONGER videos. Yes, really.
Remember when everyone (myself included) said that short-form video ruled the Internet? That every video needed to be 30 seconds or less?
Well, Instagram apparently has some new ideas.
In order to compete with YouTube (my speculation), Instagram announced that it’s testing several new video features, including:
- Features: Long-form, horizontal videos up to 90 MINUTES. Think interviews, podcasts, documentaries, and deeper storytelling.
- Clips as Reels: The ability to connect shorter Reels to a longer video, so people can discover your content and then watch the full thing.
- Series: A way to organize related Reels around a particular topic or theme.
These are still being tested, so don’t go rearranging your entire content calendar just yet.
But here’s what I find interesting.
For years, nonprofits have been told to make everything shorter. Cut the video. Cut the caption. Get to the point.
And now Instagram is experimenting with ways to help people spend MORE time with content they care about.
My takeaway for nonprofits?
Maybe the question isn’t “How short can we make this?”
Maybe it’s “Is this interesting, useful, or compelling enough that someone actually wants to keep watching?”
You have stories worth telling. You have experts on your staff. You have people doing fascinating, important work.
Don’t assume nobody wants to hear more about it.
Read more: Instagram’s new video features
2. Facebook is experimenting with restricting links. Unless you pay.
Meta has been testing restrictions that limit some Facebook accounts to just TWO posts containing links per month.
Want to share a link to your latest blog post? Your donation page? Your event registration?
You may eventually have to pay for that privilege.
To be clear, this isn’t a universal restriction. It’s a test affecting certain accounts.
But the direction is concerning.
Nonprofits have spent YEARS building audiences on Facebook, often investing significant time and money into doing so.
And now we’re seeing another example of how little control we actually have over those audiences.
My takeaway for nonprofits?
Stop treating your Facebook followers like an email list.
They’re not.
You don’t own your Facebook audience. You don’t control who sees your posts. And you certainly don’t control what Meta decides to charge for next.
This is one more reason to prioritize building your email list, improving your website, and creating content that provides value right where people encounter it.
And please, PLEASE, don’t build your entire fundraising strategy around a platform you don’t control.
Read more: Facebook’s link restrictions
3. Your social media presence may influence whether AI recommends your organization.
A recent study examined 100,000 keywords to better understand which sources appear in AI-generated search results.
According to the findings, links to social media platforms appeared in:
- 67.66% of Google’s AI Overviews
- 32.39% of Google’s AI Mode responses
- 8.4% of ChatGPT answers
Now, that doesn’t mean every organization with an active Instagram account will suddenly become an AI search superstar.
The research looked at how often social platforms appeared as sources, not whether posting more frequently directly improves your organization’s ranking.
But it does suggest something worth paying attention to.
Your social media presence isn’t just about reaching people who follow you anymore.
It may also help people discover your organization when they’re searching for information.
Think about someone asking an AI tool:
“Where can I volunteer to help families experiencing homelessness?”
“What organizations are working to protect local wildlife?”
“How can I support domestic violence survivors in my community?”
Would your nonprofit show up?
Would the information available about your organization help someone understand what you do, why it matters, and how to get involved?
This is another reason to create useful, educational, specific content, not just endless announcements about your next event.
My takeaway for nonprofits?
Your social media content should help people understand your mission, whether they’re longtime followers, first-time visitors, or discovering your work through search.
Read more: AI favors brands with an active social media presence
So, what does all of this mean?
Social media is changing. It always will.
But the answer is not to post MORE, jump on every new feature, or spend hours trying to outsmart an algorithm.
Nonprofits need to get much more intentional about what they’re creating and WHY.
Are you helping people understand an issue?
Are you sharing stories that make your mission tangible?
Are you building relationships with people who might become volunteers, advocates, donors, or champions?
Are you giving people something worth their attention?
Because that’s what matters.
And it’s exactly why I’m bringing together some of the smartest, most practical voices in nonprofit digital marketing for this year’s Nonprofit Social Media Summit! 🎉
🎉 Join us for the Nonprofit Social Media Summit!
If you’re tired of feeling like you’re constantly playing catch-up with social media, this event is for YOU.
We’re bringing together nonprofit experts, practitioners, and thought leaders to talk about what’s actually working right now – and how to make it work for organizations with limited time, staff, and budgets.
We’ll dig into social media strategy, storytelling, engagement, AI, and so much more.
No fluff. No generic advice to “just post more.”
Real strategies you can actually use.
Registration is FREE!
👉 Save your free seat at the Nonprofit Social Media Summit
And if you want to get even more out of the experience, check out our Premium Pass when you register.
You’ll get access to the session recordings, practical templates and resources, and an exclusive live workshop with me where we’ll turn what you’ve learned into an actual plan for your nonprofit.
Because learning is great. But knowing what to DO with that information? Even better.
👉 Check out the Premium Pass – available when you click Register
I hope you’ll join us!