Video platforms like TikTok and YouTube offer a new and exciting way to tell a story and consume interesting media. These digital platforms are now the primary sources of information for millions of viewers, and content creators are the backbone that makes these engines churn and get viewers clicking and digesting robust content.
Through video content, content creators establish authentic relationships with viewers, leading to high engagement and sustained involvement. That high level of audience engagement, coupled with dwindling trust in traditional news media, makes TikTok and YouTube ideal platforms for social justice organizations to disseminate their messaging and storytelling.
But how should organizations work with content creators to effectively engage audiences with social justice issues and move their messages to action? For social activist movements to take root and engage the right people at the right time, partnerships are key. Nonprofits and other organizations need to lean into partnerships with content creators to educate and activate their audiences on pressing social issues.
How do these partnerships work?
How can social justice organizations ensure this work is sustainable for creators, given that content creation is often their primary source of income? And how can creators deliver energized, robust content that captures audience attention and motivates them to engage with an organization?
Spitfire developed a new report, in partnership with Impact Guild and supported by MacArthur Foundation, to answer those questions and more. After surveying 50 content creators and interviewing 17 experts, we found that:
● Content creators are the engines that make social issue campaigns run.
● Partnerships between social justice movements and content creators are essential for educating and activating audiences.
● By working together, content creators and social justice advocates can create sustained engagement and build viewer trust.
Our report, “StitchThis! Content Creators and Prospects for Social Justice Communications,” outlines those findings and provides valuable insights and recommendations that will help social justice organizations strategically leverage the power of TikTok and YouTube.
Check out an executive summary of “StitchThis!”; then download the full report by subscribing to Spitfire’s email newsletter below.
Get “StitchThis!” and learn how to create and deliver viral content that moves the needle on social justice issues.
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Want to learn more about the report or work to maximize the potential of these platforms? Contact creatorlab@spitfirestrategies.com.