Charity Digital – Themes – Trends in digital content creation in 2022


Digital and content marketing trends are hard to follow. However, the pandemic brings to light crucial information about what the public craves. Here we look at digital trends and how charities can make the most of them.

The metaverse is not just a name to know

You may have already heard the big news that Facebook’s parent company has changed its name to Meta. But what’s in a name? Mark Zuckerberg hopes reinvent Facebook as a business and creator within the metaverse.

As charitable digital leaders acknowledge the name change, more subtly, the metaverse is taking shape. The magazine for techies The wired, describes the metaverse as a new frontier. They say it’s not just about being online and socializing. These are new realities.

Virtual and augmented games like Fortnite and World of Warcraft are prime examples. But the metaverse pushes the boat even further. This new world includes avatars, virtual shopping, clothing, and real estate.

As the metaverse dabbles in the digital fantasy side, charities are already embracing it. To name a few, Special effects, Children with cancer United Kingdomand jingle jam are charities that set the bar in gaming. They create live game content to raise funds.

Going forward, there is considerable excitement about charities engaging in metaverse content creation. There are emerging opportunities for charities creating NFTs and more. Remember that the metaverse is just the beginning of a new world of content.

Customization can no longer be skipped

Big data and algorithms, they are here to stay. Digital platforms facilitate the processing of data. They are also stimulating opportunities to improve communications. With big data and algorithms, the personalization of digital content is booming.

Taking a look at retail digital marketing shows what’s at stake. McKinsey says that: “Large-scale personalization…often results in a 1-2% increase in total sales for food companies and an even greater increase for other retailers…These programs can also reduce marketing costs and sale of about 10 to 20%.

By applying the same concepts to the charitable sector, personalization results in increased loyalty and donations, and cost savings.

How charities can see the impact of personalization by personalizing donor and audience experiences. This includes suggesting new giving opportunities, updates on existing projects, and creating content that would be of particular interest to specific donors.

Quality content is a differentiator

Whoever said the written word is dead is clearly wrong. Quality writing, content and communication are in greater demand than ever. As part of your digital content strategy, written messages should generate interest and increase reach. Our five-step guide to creating great content helps guide the course without killing creativity.

Influencers are making more and more noise

What do Charlie D’Amelio, Germán Garmendia, PewDiePie and Whindersson Nunes Batista have in common? If you’re not sure, then this digital content trend is a must read.

They are the next generation of online influencers who have millions of followers on TikTok, YouTube and Instagram. They’re not celebrities in the traditional sense, but they still generate excitement around their digital posts.

Engaging influencers with your charity is a new digital content strategy that brings your brand to new audiences. the visual capitalisttrend analysis of top influencers indicates that the average age of the top 50 influencers is around 37 years old. For charities, harnessing the power of influencer marketing means they can tap into younger donors.

Working with influencers means building a successful and fruitful relationship. We suggest sharing ideas and letting your influencer communicate, in their own words, to their audience. Remember that influencers have honed their craft, so it’s important to let them speak with their own tone of voice.

Confidentiality will not be sacrificed

Privacy is a digital trend that’s here to stay. To be clear, there is a confusion between privacy and security – protecting customer, customer and audience data is all about security. Confidentiality concerns shared information. In the future, privacy does not disappear. Fines and public denunciations for the mishandling of information will only increase.

Charities practicing strong data privacy inform staff and report any mishandling of private data. This means collecting the minimum information about the audience and protecting private information about vulnerable beneficiaries. Looking to the future, it may be important for charities to justify why they need to collect certain data.

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Jenny T. Curlee