Visual storytelling is a powerful way to connect with people and share your message. When done well, it can capture attention, evoke emotions and inspire action. 

Video on social media is a perfect platform for visual storytelling. With billions of users worldwide, social media platforms such as Facebook, Instagram and TikTok offer a vast audience for your stories. And because these platforms are designed for mobile, they’re ideal for sharing short, engaging videos. 

Reels: A dynamic tool for engagement 

Facebook and Instagram are two of the most popular social media platforms in the world, with a combined user base of more than 5 billion people. Reels are short, vertical videos that capture attention and tell stories. They have a high reach rate and engagement rate, making them a go-to connection with your target audience. 

Facebook Reels: Facebook Reels have become one of the most popular types of content on the platform. In October 2022, Facebook reported that more than 140 billion Reels were played every day across Facebook apps, an increase of more than 50 percent six months before. 

Instagram Reels: Instagram Reels are also very popular. In fact, they are the most-watched type of content on Instagram. Studies have shown that Reels boast an average reach rate for Instagram Reels stands at an impressive 20.59 percent. This gives Reels a significant advantage over other media types, such as carousels, images, and videos. 

Engagement: In addition to their high reach rate, studies have shown that Reels have an average engagement rate of 1.95 percent significantly higher than other media types on Instagram. This means users are not only seeing your Reels, but they are also interacting with them. 

TikTok: A compelling platform for nonprofit fundraising 

With more than 800 million users worldwide, TikTok’s large and engaged user base makes it a compelling platform to reach new donors and raise awareness of your nonprofit’s cause. In 2023, TikTok was the most downloaded social media app in the world. Users spend an average of 90 minutes per day on the app, and TikTok Reels are watched for an average of 10 minutes a day. TikTok users are more likely to engage with brands than users on other social media platforms. It offers features that make it a formidable tool for nonprofit fundraising, including: 

• Nonprofit profiles: Nonprofits can create profiles on TikTok that include information about their mission, impact and how to donate. 

• Donation stickers: Nonprofits can add donation stickers to their videos, which allow users to donate directly to the nonprofit from within the app. 

• Partnership with Tiltify: TikTok has partnered with Tiltify, a fundraising platform that makes it easy for nonprofits to raise money online. 

Hook PR and Marketing works with changemakers to tell their stories and craft their messages in print, social, digital and multiple languages. Learn more at