When social media first emerged—think back to the early days of Facebook (before Business Pages even existed) and Twitter (when hashtags were considered revolutionary)—I absolutely loved it. I encouraged nearly every employer and freelance client I worked with to embrace it as a strategic tool to build their brand.
In recent years, though, the role of social media in marketing has shifted dramatically. What once felt like a game-changer now seems less reliable for building meaningful engagement and achieving long-term goals.
Three Trends That Highlight Social Media’s Decline
The current state of social media reveals some concerning trends:
- Marketers are rapidly abandoning social media platforms.
- Advertising spending has dropped to its lowest level in seven years.
- Users strongly dislike seeing ads cluttering their feeds (no surprise there!).
Curious about what’s driving these changes? Read the full article, “Why Social Media Is No Longer the ‘Shiny Next Big Thing’ in Marketing,” as explained by a Northeastern researcher, to learn more.
The Risks of Relying Too Heavily on Social Media
Beyond these trends, there’s an even bigger risk: organizations can spend significant time and effort building their social media presence, only to see it disappear overnight. Take TikTok, for example. Although President Trump is working to bring TikTok back in the United States, it remains a contentious issue in Canada. Many people who rely on the platform for their livelihood are currently in a state of uncertainty and despair.
The clear lesson here? Always prioritize converting your followers into leads that you own—whether through email or, if you want to be even more innovative, through phone numbers for SMS marketing.
Why Social Media Alone Won’t Drive Nonprofit Donations
In the nonprofit space, there’s often a heavy reliance on social media due to its cost-effectiveness. However, it’s also a massive time sink with limited results. Here’s the hard truth: people don’t donate just because they see your display ad or video. They donate because they believe in your cause. And it’s not your quarterly social media campaigns that will lead to those conversions.
Instead of relying solely on social media to market your programs or advocacy efforts, nonprofits must think strategically. While social platforms can support your messaging, they’re unlikely to be the primary driver of donations or long-term engagement.
A Smarter Approach: Think Like a Retailer
Nonprofits can learn a lot from the way retailers approach their marketing efforts. Instead of abandoning social media altogether, use it to support initiatives that nurture your existing audience. Here’s how:
- Focus on existing donors or members. Use social media to deepen their participation and loyalty.
- Invest in brand ambassadors. Empower supporters who are passionate about your mission to spread the word.
- Leverage your email list. Encourage existing subscribers to bring others into the fold through creative incentives.
By shifting your focus to nurturing relationships and creating ambassadors for your cause, you’ll build a stronger foundation for sustainable growth—without over-relying on platforms that may not deliver long-term value.