Value vs Virality: Keeping Your Social Enterprise's Content Visible

If your social enterprise has ever seen a sudden drop in likes, shares, or reach, chances are an algorithm change is to blame. It’s the digital version of the rug being pulled out from under your content strategy - sudden, invisible, and frustratingly common.

Social media platforms like Instagram, Facebook, LinkedIn, and X (formerly Twitter) constantly tweak their algorithms. These changes can significantly affect how your content is delivered (or not) to your audience. For mission-driven organisations, staying visible isn’t just about engagement; it’s about driving awareness, support, and change.

So, how can social enterprises and nonprofits keep up without burning out? Let’s explore a few strategies to keep your message front and centre - no matter how the algorithms shift.

1. Focus on Value, Not Virality

Chasing trends may get a spike in views, but consistent value builds trust. The platforms reward content that people engage with—and nothing drives engagement like authenticity. Share your stories. Highlight impact. Celebrate small wins. Educational content, behind-the-scenes updates, and personal narratives tend to perform well over time.

Ask yourself, "Would our audience find this helpful or inspiring—even if it only reached 50 people?"  That’s your compass.

2. Encourage Conversation, Not Just Likes

Comments and shares are often weighted more heavily by algorithms than passive engagement. Encourage your audience to respond to questions, tag friends, or share their opinions. Even a simple “What do you think?” at the end of a post can turn passive scrollers into active participants.

Bonus tip: Reply to comments. It keeps the conversation going - and keeps your post visible longer.

3. Diversify Your Content Formats

Platforms are favouring different content types: Instagram pushes Reels, LinkedIn boosts native documents and carousels, and Facebook still loves video. Test various formats to see what performs best for your audience. A well-designed infographic might do better than a long caption. A short, mission-driven video might outperform a photo update.

But don’t just follow format trends - match them to your message.

4. Post Consistently, But Strategically

Consistency still matters, but quality beats quantity. Use scheduling tools to plan content ahead. Check platform analytics to find when your audience is online and adjust accordingly. If you’re short on time, scale back the number of posts, not the thoughtfulness behind them.

5. Don’t Rely on One Platform

If you’re only active on one social media platform, you’re putting all your eggs in one very unpredictable basket. Consider repurposing content across channels - turn an Instagram post into a LinkedIn article, or use snippets from a blog as Twitter threads. A broader presence protects your visibility and extends your reach.

Also, think beyond social: newsletters, blogs, and your website are channels you control. Use them.

6. Stay Informed - But Don’t Panic

Algorithm changes will keep coming. Instead of reacting to every tweak, build resilience by prioritizsng strategies that focus on engagement, value, and community. Follow platform blogs, trusted marketing sites, or subscribe to digital updates (including our newsletter!). Staying informed helps you adapt without the scramble.

Final Thought

For social enterprises, visibility is more than a metric - it’s a mission amplifier. Algorithms might change, but the power of human connection doesn’t. If your content speaks to real people about real impact, it’ll find its way, whether the algorithm likes it or not.