Social media is an essential tool for charities but it’s easy to fall into some common traps that limit its effectiveness. Whether it’s focusing too much on vanity metrics or taking a one-size-fits-all approach to content, small changes to your strategy can make a big difference.

Here are five goals to help you correct mistakes and drive real impact with your social media in 2025.

1. Focus on Engagement, Not Follower Counts

The Mistake: Prioritising follower growth without considering whether those followers are actually engaging with your content.

It’s great to have thousands of followers but if they’re passive and not interacting, sharing or donating, they’re not helping your mission. In 2025, shift your focus to engagement – turn your followers into active supporters who feel personally connected to your cause.

The Goal: Create posts that encourage action. Whether it’s asking a question, hosting a Q&A or sharing a powerful story that makes people want to comment, engagement should be your priority.

2. Prioritise Video to Tell Better Stories

The Mistake: Relying too heavily on static images or lengthy captions to communicate your message.

Visual storytelling is key to capturing attention and evoking emotion, and video does this better than anything else. But the goal isn’t to produce polished, corporate-style clips – your audience wants authenticity.

The Goal: Share short, impactful videos that showcase your mission in action. Show volunteers in the field, recipients of your work or behind-the-scenes moments that bring your charity to life.

3. Tailor Content to the Platform

The Mistake: Copying and pasting the same content across all platforms without adapting it to each audience.

Not all platforms are created equal and your followers on LinkedIn expect very different content from those on Instagram. Posting the same content everywhere can come across as lazy and disconnected.

The Goal: Define your audience for each platform and tailor your content accordingly. For example:

• LinkedIn: Share impact statistics, case studies, partnerships and professional updates.
• Instagram & Facebook: Focus on storytelling, events and community engagement.
• X (formerly Twitter): Use it for advocacy, updates and real-time announcements.

4. Set Goals Beyond Vanity Metrics

The Mistake: Measuring success by likes, comments and followers without connecting those metrics to your mission.

Social media is about more than just looking popular. If you’re not driving donations, increasing event attendance or boosting newsletter sign-ups, you’re missing the bigger picture.

The Goal: Align your social media strategy with measurable, mission-driven goals. For example, aim to increase clicks to your donation page by 20% or drive 100 new email sign-ups through Instagram Stories by March.

5. Consistency is Everything

The Mistake: Posting sporadically or only when you remember. This leads to inconsistent engagement and a lack of trust from your audience.

Social media thrives on routine. If your followers don’t know when to expect updates, they’re less likely to engage. Inconsistent posting also makes it harder for algorithms to prioritise your content.

The Goal: Have an overarching monthly plan alongside a detailed weekly schedule. Map out your content themes and key dates for the month ahead to create a cohesive strategy. Then, break this down into a weekly plan that includes specific posts, captions, visuals, and platforms to ensure consistent, timely updates for your audience.

The Takeaway

2025 is the year to fix the common mistakes holding your social media back. By focusing on engagement over numbers, prioritising video, tailoring content, setting mission-driven goals and staying consistent, you can create a strategy that not only boosts your online presence but also drives real impact for your charity.

What’s the first change you’re making to your strategy?