At CONNECT(ED)ITORIAL we pride ourselves on creating content that is both people-centric and lifestyle driven - especially when working with ethical companies. In this article, we'll talk about planning content around social good initiatives. While your goal may be to get a particular message across, make sure the content is created in a way that is appealing, aesthetically-pleasing and generally accessible (especially if there is a call-to-action involved!). If you're stumped for what to actually post, explore PLANOLY's new Discover feature where you'll find endless amount of inspiration and things to repost (read: #rePLANOLY) on your own feed. If you're creating the content yourself, make sure to carefully assess what's performed well in the past (you can access analytics and more information on the PLANOLY dashboard) so you can make informed decisions as you plan your content.
Speaking more to the above point, make sure that whatever you do end up posting provides context around your brand or the cause you're supporting. For example Reformation is an authority in the fashion and sustainability space, and their tagline says all: "We make killer clothes that don't kill the environment." Their feed is comprised of reposts from stylish women who wear their pieces, high quality editorial campaign shots, and every so often a fact about the environment that Reformation is looking to do their part in changing- hence their hashtag #jointhereformation. Their strategy is the perfect example of relating back to their mission without getting away from what performs well with their audience.
We've seen a gradual return to values across a myriad of industries. The conversation around sustainability is at the forefront of the fashion industry. "Real" and natural beauty are dominating the beauty space, and for food, the idea of supporting local vendors and businesses has become the new normal. While all of these industries have vastly different approaches and communities, they share one common approach: utilizing the power of social media. In the case of this article we're talking all things Instagram, which has become the go-to vehicle for most leaders in their respective space in terms of disseminating information, breaking boundaries, and bringing people together. So when it comes to posting content that revolves around social good initiatives, it's important to consider what content you post and how it's coming across to your followers, both old and new.
It may sound like a no-brainer but oftentimes brands can fall victim to jumping on the bandwagon of a certain cause just to stay relevant in certain circles or conversations - but to be completely candid, people can see right through this. Use PLANOLY as a tool to plan your content carefully, remain educated about what your audience is responding well to, and use the discover feature as a place to search for what other brands you admire are doing. They say slow and steady wins the race, so allow yourself and your brand the time to get to know your values and to post about causes or ideas that you'll stand behind no matter the season.