Social media is now extensively integrated in every aspect of our lives. From uploading selfies to showcasing one's talent to communicating with authorities, social media acts as the catalyst for all these things. Something that was previously used for entertainment is now a source of income for many.

Compared to other forms of communication, social media offers the greatest opportunity for success for an idea, product, or service. This is particularly true given the potential for back-and-forth communication on social media, which enables customers to have faith in a concept, product, or service.

One main pillar of social media is content creators and social media influencers, who are often attributed as authentic advocates of the causes they link themselves with. As a result, they are perfect for promoting a particular cause and maximising its impact because they can raise awareness, grab the attention of decision-makers, and even connect with volunteers to help out on the ground.

But how can influencers help in driving a cause?

Driving Awareness

The objective of many conventional brand-influencer collaborations is to raise customer recognition and recall for a particular good or service. Similarly, Influencers may help in raising awareness for nonprofits and other organisations.

Influencers can use their platform to draw attention to causes that are important to them and to highlight the work of charitable organisations in ways that appeal to their followers.

An influencer who is best recognised for her parenting-related content can promote the cause of adoption and fostering by giving concrete instances of parenting and the differences one can make in a child's life connecting these benefits to her own parenting experience.

Amplifying Authenticity

Influencers, especially micro-influencers, are often thought of as being more relatable than well-known celebrities. Notably, because they are regarded as online peers, their suggestions and endorsements frequently carry more weight.

For example, think of the effect a content creator known to have battled skin cancer would have while promoting Melanoma and Skin Cancer Awareness Month. They could speak out about their own struggles and tell their story, educate the audience about the complications, teach them various ways of protecting themselves, etc.

Going Viral

Although no one can guarantee it, partnering with the right influencers can push the odds in a cause's favour.

The ALS ice bucket challenge from 2014 is a well-known example of using viral challenges. It helped boost the ALS Association's annual funding by 187%. Tens of millions of people watched this extremely popular challenge on many platforms, which sparked active social sharing and made amyotrophic lateral sclerosis known to the world.

Any organisation that wants to increase awareness of their cause can do so by working with influencers to:

Make content that’s trending
Use top hashtags at the moment.
Use humour and sincerity in the messaging.
Remix or co-create content with well-known creators.

Prompt Direct Action

Influencer campaigns for social causes can include direct calls to action that encourage followers to take the next step right then and there. These prompts can include:

Visit a fundraiser page by clicking on the social media content.
Make a donation right from the social media posts.
Take on a challenge that has been promoted.
Get to know the cause or mission better.
Tell their community about the promoted content.
Sign up for a mailing list or membership.
Offer volunteering services to the organisation.

Considering the boom influencer marketing is witnessing right now, nonprofit organisations have more options than ever to establish credibility, broaden their audiences, and further their goals by bringing attention to social issues through the voices of social media influencers.

Influencer Marketing: A cause for greater good?