Acknowledgement Note:
This project was carried out as part of the “Carreras con Impacto” program during the 14-week mentorship phase. You can find more information about the program in this entry https://forum.effectivealtruism.org/posts/EMqWrHaCHuEof5rd4/carreras-con-impacto-empowering-latin-american-students-in?utm_campaign=post_share&utm_source=link
Summary:
This project explored the potential of social media to raise awareness about global causes among young Latin American university students and those who are entering the workforce (aged 18-26). By creating engaging multimedia content and utilizing strategic online communication, the project aimed to empower this demographic to become informed advocates for critical global issues. However, low social media engagement raises questions about the effectiveness of this approach for raising awareness and prompting action. New strategies are needed for social marketing campaigns that focus on informing and inspiring audiences, considering metrics beyond traditional conversion rates.
To address this challenge, we invite you to collaborate on developing innovative approaches that effectively leverage social media for positive social change.
Introduction:
The digital age has revolutionized communication, with social media platforms playing a central role due to their immense reach and interactive potential. However, while the effectiveness of social media for communication and mobilization is well-established, there remains a gap in understanding its impact on raising awareness about complex topics like global catastrophic risks, particularly among specific demographics in Latin America.
My background in communication and media has instilled in me a profound belief in the power of communication to shape societal values and culture. This belief, combined with the existing gap in research and the proven influence of social media, inspired me to develop a project aimed at harnessing these platforms to raise awareness about priority causes and global catastrophic risks.
This research explores the potential of social media content specifically designed for young Latin American audiences to increase their understanding of these critical issues. Addressing this gap is crucial, as a more informed youth population can significantly advocate for solutions to global challenges. The target audience includes university students and young adults entering the workforce, aged 18-26, with Spanish as their native language; a demographic with high social media engagement and the potential to become powerful advocates.
The Opportunity in Latin America:
Latin America boasts a remarkable social media penetration rate[1] of approximately 86%[2]. This presents a unique opportunity to leverage social media for positive social change.
Despite the widespread use of social media in Latin America, there is a significant lack of content related to global catastrophic risks and priority causes in Spanish, including existential threats such as climate change, nuclear war, and artificial intelligence misuse. While some organizations, like the Observatorio de Riesgos Catastróficos Globales, are working to address this gap, their efforts are limited compared to the vast amount of content available in other languages.
The scarcity of Spanish-language content on global catastrophic risks and priority causes is evident when comparing the number of social media accounts dedicated to these topics in Latin America to those in other regions. For example, a search for "climate change" on X reveals a significantly higher number of English-language accounts compared to Spanish-language ones. This trend holds true for other global catastrophic risks as well.
In the same way, priority causes and global catastrophic risk are far more prevalent in the public discourse of developed nations. In the UK and US, issues such as climate change, nuclear proliferation, and the potential dangers of AI are widely discussed in mainstream media, educational institutions, and government policies. This robust conversation has fostered a greater public awareness and engagement.
For instance, in the UK and US, there exists a vast array of established organizations, think tanks, and media outlets dedicated to researching, communicating, and advocating for action on global catastrophic risks In contrast, Latin America's ecosystem for addressing these issues is still nascent, with limited resources and visibility.
This information disparity has profound implications. While citizens in developed countries can access a wealth of information to understand complex global challenges, their counterparts in Latin America often lack basic knowledge. This knowledge gap hinders the region's ability to participate effectively in global efforts to mitigate these risks, limiting the ability of Spanish-speaking individuals to access critical information about these threats, hindering their understanding and potential involvement in mitigation efforts. This is particularly concerning for Latin America, a region highly vulnerable to the impacts of global risks such as climate change and natural disasters.
Addressing the information gap requires a multi-pronged approach. Firstly, organizations working on global catastrophic risks should prioritize creating and translating content into Spanish. Secondly, social media platforms would play a role by promoting and amplifying Spanish-language content on these topics. Finally, governments and educational institutions might support initiatives to raise awareness about global catastrophic risks and priority causes among Spanish-speaking populations.
By bridging the information gap, we can empower Latin American communities to become more informed and engaged in addressing global catastrophic risks, contributing to a more resilient and sustainable future for the region.
Methodology:
The review encompassed a broad spectrum of topics pertinent to developing a robust content strategy:
The selection of these topics was grounded in their relevance to the "Carreras con Impacto" and the Introductory EA Program syllabi. These themes are known to provide a solid foundation for understanding priority global causes and developing effective communication strategies to foster awareness and action on these critical issues.
Some examples of the profiles taken into account are:
The implementation of this brand manual has significantly influenced the results by ensuring that all aspects of the brand’s presentation are cohesive and professional. This consistency leads to increased brand recognition, a stronger emotional connection with the audience, and a more streamlined communication strategy.
You can access the Brand Manual at the following link: https://www.canva.com/design/DAGMd5FOEME/xc0dGGWGtOrBRJQieypxhA/view?utm_content=DAGMd5FOEME&utm_campaign=designshare&utm_medium=link&utm_source=editor
You can find more about these profiles on:
Instagram: https://www.instagram.com/conacciontransformamos/
LinkedIn: https://www.linkedin.com/company/conacciontransformamos
The content creation process was: :
As a test, two types of content were created weekly: one focused on introducing the week's theme more formally, and another that will serve as its continuation in a fresher manner, which would serve as an A/B test to measure the perception of the audience depending on the way the information was presented.
The content distribution was organized as follows:
| Type of content | Total created |
| Carousels | 11 |
| Stories | 5 |
| LinkedIn blogs | 3 |
| Reels | 3 |
Strategic scheduling: Although initial reach expectations were limited, posts were strategically distributed to maximize visibility and potential engagement. A carefully planned schedule was implemented, leveraging analytics data to identify optimal audience activity times.
According to Sprout Social, the best times to post on Instagram in Colombia are Monday to Friday between 11:00 a.m. and 3:00 p.m., and on LinkedIn, according to HubSpot, in Tuesday and Wednesday from 10:00 a.m. to noon and then from 3:00 to 4:00 p.m., as well as Thursday from 10:00 a.m. to 2:00 p.m. Consequently, posts were scheduled for Tuesdays and Thursdays at 11:00 a.m. Colombia time, also considering convenient times for other countries on the continent, such as Mexico at 10:00 a.m. and Argentina at 1:00 p.m.
You can find more about the publication calendar on https://docs.google.com/spreadsheets/d/1K09MB2wajffbAP3AcFOU-LpWoO8J7k_Lr2vjIsp6TWw/edit?usp=sharing
#ConAccionTransformamos to build brand recognition around the account's name.
Using the Brand24 tool, the metrics for each of these hashtags were evaluated to ensure their effectiveness. Additionally, relevant accounts were tagged in the captions or comments, depending on the specific content, to generate traction on the topic and boost engagement. The hashtags used included:
Specific hashtags: #UneteALaconversación, #CausasPrioritarias, #ConAccionTransformamos and #RCG, as well as hashtags related to the content topic,were used as secondary hashtags, aiming to position while educating the audience.
Regarding the selection of the hashtag for global catastrophic risks, the metrics provided by Brand24 in different languages were evaluated. The hashtag #RCG was the only one with mentions on social media, and consequently, it was chosen for use.
Active interaction: proactive interaction with the audience was prioritized, responding to comments, direct messages, and mentions in a timely and authentic manner. Although interactions may be limited initially, each individual interaction will be valued and used to strengthen the relationship with the emerging community.
Additionally, accounts discussing similar topics and having global relevance, such as Rainforest Alliance, UNICEF, World Wildlife Fund, and Oxfam, were followed.
Results
While overall engagement and reach did not meet peak levels, the metric analysis of the published posts provided valuable insights into content consumption preferences on each platform:
Instagram Analysis
LinkedIn Analysis:
Despite not achieving high engagement, this analysis provides valuable information about content consumption preferences on the evaluated platforms. The findings suggest that:
Discussion
The findings suggest that on Instagram, dynamic formats like Reels and Carousels, particularly those addressing trending topics such as artificial intelligence, are more appealing to users. This aligns with broader trends where visually engaging and concise content tends to perform better on platforms geared towards quick consumption.
On LinkedIn, content that includes detailed information, such as posts with longer copy and carousels in PDF, seems to capture the audience’s attention more effectively. This reflects the platform's professional environment, where users are typically looking for in-depth, informative content rather than quick, visual posts.
However, despite these insights, the campaign did not achieve the desired levels of reach and engagement. Several factors likely contributed to these results:
Despite not achieving high engagement, this analysis provides crucial insights into platform-specific content preferences, which can guide future strategies. To maximize the impact of future initiatives, the following areas for improvement have been identified:
By incorporating diverse content formats, collaborating with young Latin American influencers, and continuously adapting to platform trends, we can transform social media into a powerful catalyst for change.
Sources Consulted:
The social media penetration rate refers to the percentage of a population that uses social media platforms. It is calculated by dividing the number of social media users by the total population. For instance, if a country has 100 million people and 80 million of them use social media, the social media penetration rate would be 80%.
Giménez, S. (2023). Redes sociales, estado actual y tendencias 2023. Redes sociales, estado actual y tendencias 2023. Disponible en: https://marketing.onlinebschool.es/Prensa/Informe_OBS_Tendencias_Redes_Sociales_2023.pdf (Consultado el 7 de abril de 2024).
