More than the images that it is so well known for, Instagram makes imagery engaging, evoking primal emotions – such as humor, concern, awe, or intrigue.

Instagram is another platform with which to work with nonprofits. With most users being of a younger demographic, Instagram will very likely reach many subscribers and members that other forms of social media. currently does not reach. More than 500 million people have an Instagram account and 59 percent of online adults ages 18-29 use the network. More than 300 million of them use it daily.

What makes Instagram different from social media networks such as Facebook or Twitter is the way people use it.

Instagrammers frequently check the site, often several times a day, and engage with posts at a much higher rate than with other social networks. In short, people who use Instagram LOVE Instagram.

To succeed with Instagram, it helps to have a clearly defined strategy, a noticeable visual style, a commitment to regular posts, and an in-depth knowledge of your target audience (subscribers and members).

On average, non-profits post to Instagram 1.5 times per day. If your company is creating and sharing great content designed with followers in mind, you will be well received. When used thoughtfully, Instagram is a great way to reach and engage younger volunteers, and advocates.

Content Strategy for Instagram

With millions of photos and videos posted daily to Instagram, how will you break through the clutter and reach your audience?

Balance Consistency and Quality: Post regularly so followers have content to examine. The images posted need to be compelling in a way that also provides context and understanding of your brand. There is a balance in consistency and quality that must be struck for a successful Instagram effort.

Tell a Story: Every post should tell a story about your brand and message. Use the caption to expand on the image – develop the story a visitor may not know just from looking at the picture.

Nonprofits Doing Instagram Right

St Baldrick’s Foundation is the self-proclaimed “crazy head-shaving charity,” trying to make a difference for kids with cancer. They use a combination of photos that tell personal stories and graphics that educate and inform. All of the funding that they have received goes to the most promising childhood cancer research. They focus on “passing it on” in every post.