We Must Create Experiences for Gen Z on Social Platforms and Not Expect Conversions on Our Websites

It has been quite telling lately in campaigns we oversee that we are getting increased engagement on social media platforms but not on organization websites. Though the latter offer useful and informative content, those sites aren’t designed to keep people engaged in a way a social platform can. Social media platforms are designed for that exact purpose. Social is where young people are experiencing and engaging with content – and that’s where they stay to be entertained and to immerse themselves in content that is authentic and mirrors one’s interests.

As movement leaders, our role is not to spend time just creating a web experience on our own and then steering young people to it. We should be developing new content that enables one to change attitudes, build new knowledge and experience a full supporter journey that lives entirely on social media platforms. Aim for a slow drip of an ongoing series of content that builds over time rather than one-time conversion campaigns.

Read: A new journey in changing knowledge, attitudes, and behaviors