Snapchat and Instagram for Charities

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An Introduction to Snapchat and Instagram Mary Mitchell @mary_mitch IBT @_IBT

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  • An Introduction to Snapchat and Instagram

    Mary Mitchell @mary_mitchIBT @_IBT

  • Facebook is for major life updates. (Your friend from third grade just had her 10th baby!) Twitter is for keeping up with news and live events. ( Taylor Swift released a new videoagain.) Instagram is for jealousy-inducing photos. (Bora Bora is beautiful; your cubicle is not.) Snapchat is for bearing witnesstelling stories in raw, often humorous, behind-the-scenes clips or messages.

    - Joana Stern, WSJ

  • The future of content marketing is video

    Cisco predicts that consumer internet video traffic will go from 64 percent in 2014 to surpass 80 percent by 2019

    Slow death of interruption marketing (Seth Godin), rise of storytelling Video has higher completion rate than text articles Video is increasingly watched on mobile Social networks are prioritising video

  • Why or why not?

  • Snapchat is YOUNG!

    10 billion video views per day (up from 4 billion in April 2015) - Facebook currently 8 million.

  • Peoples behavior is changing so that photos are being used as speech instead of a repository for memories.

    - Robert Peck, Sun Trust Robinson Humphrey

  • Basic functionality

  • British Charities Muslim Aid YoungEnterprise RNLI

    Other Charities WWF_DK OneCampaign

    Political Organisations/Individuals Hillary Clinton The White House

  • Chat





  • Becoming a storyteller

  • Creating snaps, building stories

    Camera Effects Text and Art Filters

  • Case Studies (mostly) from the charity sector

  • When we make interactive Snapchat stories, we ask ourselves, How ridiculous can we be? How much fun can we have? Recently, weve been experimenting a lot with interactive Snapchat stories and cross-platform engagement. All of DoSomethings campaigns have an SMS text message component, since text messages have a 97% open rate and are one of the best ways to reach teens.

    - Colleen Wormsley and Bryce Mathias,

  • WWF Denmark

  • Do Something

  • Muslim Aid

  • GrubHub

  • Ideas for creating content....

  • Tips for content creation...

    Create a geofilter for a location Create a geofilter for an event Paid advertising Customise your QR code with your charitys branding Be authentic Create value Audience first

  • Concept creation



    Campaign Concept

  • Why or why not?

  • In 2015 Instagram overtook Twitter in global users (300m on Instagram, 280m on Twitter)90% of UK Instagram users are under 35, high amount of these female, likely to live in urban areas

  • The culture of filtered squares

  • Basic functionality


  • Case studies from the charity sector

  • We keep track of whats happening around the world, and ensure our posts resonate People from all over discover WaterAid because of Instagram. Weve been contacted by everyone from keen seven-year-old fundraisers, to politicians in Sierra Leone. Its given us a completely different kind of visibility.

    - Neil Wissink, Water Aid, interviewed by Zoe Amar

  • Water Aid - Fresh perspectives

  • Oceana - Adding value

  • National Trust - UGC

  • Ideas for creating content

  • Advertising on Instagram

    Photo, video or carousel adverts Clicks to website Website engagement Mobile App installs Mobile App engagement Video views Reach and frequency Page post engagement

  • Ideas for content creation...

    Live events Behind the scenes Campaigns Stories Thanking supporters User Generated Content


  • Concept creation



    Campaign Concept

  • Q&A

  • More tips


    #BreaktheInternet -

    Buffer Guide to Snapchat -

    Todd Brisons Snapchat Playbook -


    21 Instagram Tips and Tricks you cant afford to miss -