Everybody hates jargon.
Thanks to social media, people are becoming more aware of sustainable movements than ever before. They want to be a part of the ecosystem but don’t know where to begin.
Most eco-friendly businesses miss the mark by just focusing data.
Here’s the scoop: being active and nurturing a community are the keys to winning on social media. Forget about bombarding people with stats and reports; what they really want is easy-to-access info and straight-up guidance.
So, ditch the complicated stuff and keep it simple if you want to be a social media champion.
Here are 5 mistakes causing your audience to move on from your social media pages:
- Complex data fills your social media without a brand narrative.
- Your content is too generic or too specific.
- You only talk about your product or service and not educating your audience.
- You don’t have standard colors, fonts, or copy guidelines.
- Human faces and humane communication are missing.
While these may seem simple things, the impact on your social media can be huge:
- People don’t understand what you do
- Your audience doesn’t remember you
- Low engagement
- No visual retention, which means your brand is forgettable
- Lack of humane factors causes low relatability
Why should you consider positioning your brand on social media?
In recent years, sustainability has claimed a prominent role in numerous global discussions.
According to the IEA, global investment in clean energy is on course to rise to USD 1.7 trillion in 2023, with solar set to eclipse oil production for the first time.
This indicates clean energy and green finance are emerging as influential drivers of change, gradually transforming the landscape for the better.
Despite the financial support and access to resources, sustainable brands encounter challenges in establishing their digital presence and effectively communicating their commitment, goals, and vision. This gives rise to an echo chamber situation.
Google Cloud sponsored a recent survey where respondents knew which parts of their day-to-day consumption were environmentally unsustainable, citing things like plastic use and driving. Still, they expressed frustration when they couldn’t afford to change their habits.
They expressed a clear desire to contribute to the new era of eco-consciousness but perceived the means to make a difference as ‘inaccessible.’
The absence of educational information on leading affordable yet sustainable lives makes individuals feel demotivated and helpless.
In this scenario, social media, infotainment (information told entertainingly), and creative content have the potential to not only educate people but also establish a trusting relationship with the audience.
This is achieved by communicating commitments and making relevant information easily accessible.
5 Ways You Can Harness Social Media to Share Your Deeper Commitment to Sustainability & Environmental Impact
1. Crafting Eco-Tales
Take on the role of a digital storyteller. Instead of overwhelming your audience with data, infuse your sustainability journey into engaging stories. Social media loves relatable content, so narrate the ups and downs of your eco-adventures. Use Instagram and LinkedIn’s carousel feature to visually tell your story, guiding your followers through your successes and setbacks.
Volta Trucks is a great example of sustainability-focused digital storytelling done right:
Image Source: https://www.instagram.com/voltatrucks/
You can also use carousels to showcase case studies and trends in bite-sized formats:
2. Podcast Wisdom
Podcasts are the hidden gems of the digital soundscape. Use impactful quotes from sustainability podcasts to add depth to your posts. Create dynamic content by overlaying podcast snippets on visually appealing graphics or short video clips. This not only captures attention but also appeals to the growing preference for multimedia content.
Image Source: https://www.instagram.com/p/CU5ThOVLxGD/
Sustainability Podcasts for inspiration: Sustainable Jungle, Green Dreamer, The Sustainability Agenda, Planet Shakers
3. Collaborative Ventures
Think beyond solo missions. Collaborate with like-minded individuals to co-create engaging content on platforms like LinkedIn and YouTube. Host live Q&A sessions with eco-experts, organise virtual workshops or even embark on joint challenges. Leverage Instagram’s new ‘Collaborative’ feature for shared posts, demonstrating a united front in the fight for a greener planet.
Image Source: https://www.linkedin.com/company/transform-unilever-fcdouk-ey/
4. Drive Loyalty with a Purpose
Campaigns are the social media linchpin but use them strategically. Create a branded campaign for your sustainability journey and encourage followers to use it. This not only creates a sense of community but also allows you to track and share user-generated content easily. Remember, your hashtag is not just a tag; it’s a rallying cry for a collective movement.
Image Source: https://www.costa.co.uk/sustainability
5. Empowerment Station
Empower your audience with actionable insights. Create visually appealing infographics with quick tips for sustainable living. Utilise Instagram and LinkedIn Live for interactive sessions where you share your eco-hacks and answer questions in real-time. Remember, clear communication is key, so break down complex eco-concepts into digestible, shareable nuggets.
Here are six things you can keep in mind while crafting your narrative:
Your Audience? They Want To Know YOU
Your audience is well-versed in sustainability, from clean energy and green finance to sustainable agriculture.
They thrive on connecting with your mission, values, and initiatives.
Make it effortless for them to resonate with your brand through social media.
Embrace the digital stage, communicate with clarity, try out different content formats, and witness your online presence become a guiding light for a sustainable future.
Ready to dive deeper into the world of sustainability marketing? Visit our website to explore innovative solutions and become part of the movement for a greener tomorrow. Let’s make a sustainable impact together.
