2020 Social Media Report & Best Practices

By LaMar Thompson-Hightower

How we created unique, engaging content that helped us reach new audiences and pull young people into the political process.

Social media during COVID-19, civil rights protests, and the 2020 election pushed our team to be more compassionate, creative, and strategic than ever before. Our team’s social media program consisted of three priority platforms — Instagram, Facebook, and Twitter — and three additional platforms — TikTok, YouTube, and LinkedIn. In 2020, we’ve seen significant increases in audience growth and engagement across all platforms; most notably, we grew our Instagram following ~82%.

  1. Juneteenth: This Week of Action was led by BLACK, our internal Black Engagement Group. The days of action included a live-stream town hall event and The Function: a virtual Juneteenth celebration that included artist performances and DJ sets. Our video team (Ricky Govan, Bianka Bell, Alex Bello, Jonathan Maulino, and Maddy Kean) produced two videos for the days of action, titled The History of Juneteenth and Defund the Police.
  2. LGBTQ Pride: Our team focused on uplifting the political roots of Pride and the Stonewall Riots. Our design team created black-and-white images of LGBTQ icons as well as a colorful suite of rainbow-inspired graphics and a microsite. We hosted an online multimedia art contest to uplift LGBTQ+ voices at a time when intersectional justice couldn’t matter more, and three winning artists received $4500.
  3. Green Week: We used Earth Day to call for immediate climate action and marijuana legalization, making sure to highlight how both of these issues disproportionately affect communities of color. We also created Green Week merch that we used for giveaways on social.

Mobilizing the #YouthVote across 11 states. Visit us at nextgenamerica.org to learn how you can join the fight.