{"id":28746,"date":"2024-05-07T00:00:07","date_gmt":"2024-05-07T07:00:07","guid":{"rendered":"https:\/\/pro-migration.local\/?p=28746"},"modified":"2025-06-10T11:36:34","modified_gmt":"2025-06-10T18:36:34","slug":"understanding-social-traffic","status":"publish","type":"post","link":"https:\/\/gofundme.to\/__proxy\/pro.gofundme.com\/c\/blog\/understanding-social-traffic\/","title":{"rendered":"Understanding Fluctuations in Your Nonprofit\u2019s Social Traffic"},"content":{"rendered":"

This blog was written in collaboration with\u00a0<\/em>Julia Patterson<\/em><\/a>, Digital Media Senior Manager of Organic Social at\u00a0<\/em>RKD Group<\/em><\/a>, a nonprofit growth accelerator.<\/em><\/p>\n

Social media is constantly evolving\u2014from trends to content types to algorithm updates and more. Each of these changes can affect your visibility, create viral moments, and influence the flow of traffic to your website.<\/p>\n

With more than\u00a04 billion users worldwide<\/a>, social media has never been more essential or relevant for your nonprofit organization. It\u2019s critical to understand the flow of organic social traffic to effectively use it as a marketing and communication tool.<\/p>\n

So, what do you do when you see fluctuations? What do they mean? How should your organization respond or adapt? Let\u2019s explore these questions.<\/p>\n

Get Strategic with Zero-Click Content<\/h2>\n

First, let\u2019s discuss zero-click content. This is the fully contained content within a social media channel\u2014a post, image, or video that doesn\u2019t link somewhere else (hence, zero click).<\/p>\n

The ultimate goal when developing a presence on social media should be to entertain, inform, and build a community. You must showcase value and convince the user that following you will benefit them through entertaining or educational content that teaches them something.<\/p>\n

Sure, you want to drive meaningful traffic to your nonprofit\u2019s website, but organic social requires the right balance of engaging posts and strategic links.<\/p>\n

That\u2019s because most algorithms prioritize zero-click content. They want users to stay in the app as long as possible, so naturally, algorithms favor posts without links that encourage users to leave the platform.<\/p>\n

Here\u2019s a great breakdown by channel from\u00a0SparkToro<\/a>:<\/p>\n\"Zero-click\n

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Instead of trying to manipulate the system, play into it. Create content that provides value upfront so users can learn and get entertained without leaving the platform.<\/p>\n

Here are good examples of zero-click content include:<\/p>\n