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 the 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. This 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 what must content creators and organizations do to engage effectively with social justice issues to 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 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?
A new report by Spitfire, in partnership with Impact Guild and supported by MacArthur Foundation, answers these 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 these 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 causes.
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Want to learn more about the report or work to maximize the potential of these platforms? Contact creatorlab@spitfirestrategies.com.