Dynamic content reigns supreme in the digital era, where attention spans are fleeting and competition for eyeballs is fierce. Techniques for generating engagement on social media have evolved, adapting to an era characterized by information overload. Civil society organizations have a responsibility to share governance-related information with citizens and leverage social media to achieve the greatest reach. However, governance-related information does not always achieve high engagement and can go unheard. With their high reach and engagement, social media influencers have important lessons for CSOs, in the ways they cultivate relationships and build communities among their followers. A recent Learning, Information, and Knowledge Exchange Session (LIKES) co-hosted by Accountability Lab Zimbabwe, Magamba Network, and Internews, explored how CSOs could enhance their work and expand their audiences using technology. This article considers potential best practices for CSOs, learning from social media influencers.

Embrace Authenticity

Influencers project an image of authenticity that resonates with audiences. They share glimpses into their lives, sharing their thoughts, and experiences, which foster a connection between the influencer and their audience that feels real. In contrast, organizations can often come across as robotic or overly promotional, especially those that tackle serious governance issues. To nurture authenticity and connections with audiences, CSOs need to add human interest to the content they publish on social media. By foregrounding the human experience CSO can nurture empathy and deep personal connection with their mission.

Mastering the Art of Storytelling

Influencers and socialites are natural storytellers. They weave narratives around their lives, experiences, and the brands they partner with in a captivating way. This makes their content more engaging and memorable than a simple product or messaging push. Drawing from the storytelling expertise within, organizations need to use visuals, humor, and relatable anecdotes to connect with their audiences on a deeper level, infusing key messages on critical issues within their mandate.

Cultivating a Community, Not Just Followers

Socialites excel at building a loyal following that feels like a community. They interact with their audience regularly, responding to comments, and creating a sense of belonging. Organizations, on the other hand, fall into the trap of one-way communication, mostly because of how their content is crafted. By fostering two-way conversations on their socials,  responding to comments, hosting live Question and Answer sessions, and encouraging user-generated content, CSOs can garner more engagement. Actively and creatively engaging with audiences to build a sense of community and loyalty can help maintain high levels of engagement. How the content is created has a bearing on whether or not people choose to become part of the community. A good example of creating a community out of online followers is Dj Zinhle’s bestie narrative on TikTok. Using her storytelling technique, she gives her followers sneak peeks into her life, while promoting her various brands on social media.  She addresses her followers as ‘besties’ creating a relationship with a human touch. Zinhle’s approach to community building has made her an influential voice on national issues, including South Africa’s elections.

Leveraging the Power of Micro-Influencers

Socialites often partner with smaller, niche influencers to reach a more targeted audience. This allows them to tap into specific communities and build trust with a more engaged following. Similarly, organizations can collaborate with socialites and influencers who resonate with their brand values and target audience. This can be a more cost-effective way to reach engaged communities compared to traditional celebrity endorsements or mass media advertising.

Experimenting and Staying Current

Organizations need to be more flexible to experiment on different social media platforms and explore new content formats like live videos or stories to remain relevant and engaging. CSOs should monitor what resonates with their audience and adapt the strategies accordingly.

By adopting the strategies of socialites and influencers, organizations can transform their online presence from bland to captivating. By prioritizing authenticity, storytelling, community building, and a willingness to adapt, organizations can cultivate a loyal online following and boost their engagement metrics. It is important, however, to note that it is not about replicating the flamboyant lifestyle of a socialite, but rather capturing the essence of genuine connection and audience engagement that fuels their online success.

LIKES is an initiative of Accountability Lab Zimbabwe, targeting the Democracy, Rights, and governance sector in Zimbabwe. The platform recognizes that while organizations can be agile by themselves, there is value in shared learning, information, and knowledge exchange amongst organizations in the same sector and pursuing similar goals, often with similar challenges.

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Nonsikelelo Ndlovu is the Monitoring, Evaluation and learning Officer at Accountability Lab Zimbabwe