Here in London we are seeing eco-conscious consumers driving demand for green practices. Your business ethos on sustainability should be evident throughout your marketing and on paid social media. Paid social media campaigns can be a powerful tool to promote initiatives. They connect your business with environmentally conscious audiences resulting in meaningful change.
TL;DR
Why sustainability matters
In London, like many major cities worldwide, our impact is evident. In litter on the street. In smoggy skies. In waste piled high and overflowing our collection bins. Water pollution in our canals and rivers. I could go on.
Cities and governments are making efforts to combat climate and promote sustainability with green urban planning and zero waste initiatives. As businesses we play our part by choosing to use sustainable materials, renewable energy, low carbon transportation, etc.
Our eco-conscious consumers are voting with their feet and showing a preference for brands that align with their values. We can use this to our advantage (if we are genuinely sustainable). A green business can build brand loyalty and reputation by communicating this ethos in our social ads.
The role of social media in promoting sustainability
Paid social media platforms (Facebook, Instagram, TikTok, X, Linkedin) allow our businesses to reach very specific demographics. They are powerful tools to reach Gen Z, millennials, or any other age group in a specific location. They allow us to tap into interests, careers, behaviours around sustainability and reach the ideal audience.
Visually appealing ads have the power to transform. They tell stories about sustainability that showcase our efforts, e.g. zero-waste packaging or renewable energy use. These need to be true and on brand. Don’t underestimate the power of a single image or video – the policeman giving the Queen’s guard a sip of water in the record-breaking heatwave in London.
Running successful paid social campaigns
Running a successful paid social campaign requires the same sound basis as organic social media. Underlying a successful campaign is a business strategy and ethos that already works and has been tested. It is emphasised by the social ads campaign, put on steroids if you will.
If your business is already making a difference, it makes sense to shout about it from the hilltops – and in your ads. Highlight the work that you are already doing in your business. Share behind the scenes content showing sustainable operations, technology, materials. If you work with a community partnership, mention that.
Collaborate with influencer partners. This works well on organic social media and is beneficial on ads too. A recognisable personality will attract attention in an ad. It will enhance your credibility and build trust. If the personality shares your content, it will help to amplify your message even further.
A Unilever study in 2023 found that influencers have “the single biggest impact on people’s green choices” at 78%, ahead of TV, news and government campaigns. 83% of those in the study agree that TikTok and Instagram are “helpful places to seek out advice on how to be greener at home”.
Paid social media campaigns provide data insights that can be used to improve the strategy and measure the impact. Paid social has the potential to reach tremendous numbers of people, from hundreds of thousands to millions quickly and relatively easily. Testing and iterating content is essential for success.
Incentivise your audience to take action. Provide discounts or rewards for taking eco-friendly action. Ask them to bring reusable containers. Offer them rewards for going paperless. Time limited offers will stimulate them to take action quickly instead of leaving it for later. Highlighting the other people who have already acted will give them FOMO.
The challenge of communicating sustainability
There is a lot of skepticism about greenwashing. Be transparent about your sustainability efforts. Make sure you can back up what you say with data. You are not saying that you are perfect (no business is), but you are saying that you are making changes to be better.
There is a segment of social media users who are trolls. They’ll jump on any positive news about sustainability and say something aggravating. Have a strategy to deal with them.
Standing out in a crowded digital space is difficult. Invest in high quality photos and videos. Tell authentic stories. Show real people. People buy from people. Use local content. If you are in London, show it.
Don’t promote sustainability unless it is something that really makes you stand out. In other words, don’t just jump on the bandwagon. Genuine stories will engage users.
Using paid social media to promote sustainability
Paid social media can drive awareness of your sustainability initiatives. It enables you to reach hundreds of thousands or even millions of people.
Use the powerful data that you can use in social media platforms like Facebook, Instagram or Tiktok for accurately targeting your audience. Know who you want to reach.
Be genuine. Showcase your journey to sustainability. Make sure you know what you stand for and talk about it.
Invest in quality content. Have a great offer. Work with collaborators. Incentivise your audience to take action today.
As with any marketing, make sure you measure the results and reassess your paid social campaign strategy regularly. Scale what works. It has the power to change your business.
