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Impact & Media

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Impact & Media

overview //

The Jewish News is the UK’s biggest Jewish newspaper, and we are proud to be working with them to increase their social media presence. 

Our role is to improve engagement on their social media channels, boost readership and online traffic as well as to create engaging graphics for their feed. An additional element of our role is to leverage their community relationships into social media collaborations to compliment the news stories. 

We are sharing our strategy behind our work with Jewish News and how impactful social content can help drive engagement for media organisations. 

We worked to increase their following and engagement on each platform.

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Within 6 months of working with 8original, the Jewish News Instagram page saw a 3x+ increase in followers compared with the previous 5 months. 

While the follower increase is impressive, it is only worthwhile if the engagement rose with it. Spoiler alert: it did. 

More people than ever saw and engaged with The Jewish News’ content on Instagram. Impressions rose 3x+, average likes per post more than tripled and the engagement rate doubled. 

All of the engagement led to an almost triple increase in profile views and subsequently an increase in website clicks.

// impact

Our strategy for Instagram was to select the most engaging stories for the audience from the Jewish News website, present them in the most impactful way and post consistent high quality content. 

For Twitter, engagement improved across the board with retweets seeing a nice increase while impressions per tweet went up by almost a third. We increased Jewish News’s Twitter following with improved engagement bringing in just under 5m impressions.

Their LinkedIn profile improved overall more than double the amount of impressions and a significant increase in clicks. This helped helped to drive engagement figures. 

// conclusions

Our social media strategy helped our client improve the average listeners for ‘The Jewish News Podcast’. Over 6 months, the average listens per episode almost tripled. 

By targeting specific content for each platform’s audience, we were able to drive up Jewish News’ engagement across the board to drive traffic to their website and improve their readership numbers. 

For media outlets to stand out amongst the crowd on social media, it’s all about creating impactful content that produces a reaction from the audience.

Digital Age for Mitzvahs

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Digital Age for Mitzvahs

overview //

Mitzvah Day is an annual event focused on individuals giving up their time to make a difference in their community. It is the largest faith-led day for social action in the UK, with over 40,000 people coming together to make a difference in their local communities. 

Mitzvah Day took place this year during a global pandemic which meant restrictions on movement and gatherings. Additionally, there has been a huge increase in need for the services that Mitzvah Day and their community and charity partners provide. As a result, Mitzvah Day became a Month of Mitzvahs. November 2020 was the first Month of Mitzvahs and what a month it was! 

Our strategy for Mitzvah Day 2020 focused on highlighting their charity partners, sharing their projects throughout November and posting organic content, including from VIPs. 

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Despite the pandemic, Mitzvah Day’s social media content reach 4 times as many people as the previous year. 

Facebook impressions saw a 46.5% increase, while the average reach bumped up 46.7%.

We saw the most impressive improvement on Mitzvah Day’s Twitter. During Mitzvah Day, there was a 377% increase in impressions compared to in 2019. Their Twitter profile visits also doubled.

Part of our work with Mitzvah Day included launching their Instagram page, which went live on 26th October 2020 ahead of Mitzvah Day on November 15th. During this short window, the Instagram profile gained almost 300 followers with over 11,200 impressions on posts. 

// impact

The average engagement rate for charities on social media usually has an average of 2-5%. Throughout our time working on the Mizvah Day Instagram account, their average engagement rate per post was 16.4%. This exceptional level of engagement allowed us to increase awareness of Mitzvah Day within a brief window of time.

// conclusions

In 2019, Mitzvah Day was only using Twitter and Facebook, with total impressions of just under 20k on the event day. While working with 8original for Mitzvah Day 2020, this number of impressions rose to over triple that amount.

Our strategy shows that improving the quality of social media content within a short time frame can improve engagement, raise brand awareness and drive traffic to a charity project. It also showcases the potential of Instagram to make a real difference for charities, who can achieve exceptionally high engagement above the industry average.

The Making of a £1m Charity

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The Making of a £1m Charity

overview //

GIFT is a charity that focuses on the culture of giving in the UK Jewish community. They co-ordinate a range of services for those in need and encourage volunteering through community partnerships and informal educational activities.

Our task was to create an emotional connection between GIFT and its audience to help raise vital donations to help them continue to expand their work. We are proud to have played a role in helping to get their message out into the world.

Our social media strategy helped to turn GIFT into a £1m charity within 12 months. 

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The content we created and curated focused on spotlighting real-life stories to show the difference that donations can make. We focused on showing the work that GIFT was doing in all the parts of the community the operate in.

While increasing any client’s following on social media is important, we wanted to focus on driving up engagement. We treated engagement as a way of staying connected with those who are interested in the charity’s work. 

Our first target was to drive Facebook & Instagram engagement up to just above charity average. Within twelve months, both Facebook & Instagram had triple the engagement rate that they previously had. 

Our second achievement was to increase the reactions/likes per post on Facebook & Instagram. We were successfully able to double Facebook reactions per post, while on Instagram we increased likes 3x+. 

An engaged, but small, audience can often be more effective for fundraising than a larger but unengaged audience.

// impact

By increasing engagement on GIFT’s social media posts, we were able to show that their community was continuously interested in their activities. There were two main ways we were able to do this. First was by making sure that we posted on a consistent schedule and second was that we made sure that the content was of a high quality. A high quality post for GIFT isn’t only about resolution and aspect ratio, it’s about showing the community as an engaged partner in GIFT’s vision. Images and videos of volunteers and young people in the community is the best content for GIFT. 

Our final goal was to increase the follower count on GIFT’s Instagram. Using all the techniques and strategies outlined above we have been able to almost triple their following.

// conclusions

8original’s work with GIFT culminated with the annual ‘Giving Together’ fundraiser, with a focus on their work during COVID-19. 

GIFT raised the original £500k target to £750k before they smashed the £1m mark. 

By making sure that the social media strategy was aligned with the charity’s values & ambitions, we were able to be part of the process of GIFT becoming a £1m charity. 

We are very excited to see what 2021 can bring for GIFT!

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