The Social Media Strategy Behind Benevity Live! 2024

Due to internal privacy standards, some specifics are anonymized.

Overview

Benevity Live! is Benevity’s flagship conference, gathering social impact professionals and nonprofit leaders to connect, learn, and drive meaningful change. As the social media lead for the 2024 edition, I developed and executed a cross-channel content strategy aimed at building pre-event momentum, increasing brand visibility, and fostering community engagement across LinkedIn, Instagram, and TikTok.

Approach

I led the strategy and production of over 100 social media assets from December 2023 to May 2024, including Instagram Reels, carousels, short-form interviews, and in-the-moment event coverage.

The campaign followed a three-phase approach:

• Pre-event: Content designed to build awareness and drive registrations, such as agenda updates, attendee's testimonials, conference highlights, and speaker reveals.

• Event week: Interviews with attendees, live Instagram Stories coverage, daily recaps and real-time UGC re-sharing that brought the energy of Benevity Live! to our digital audience.

• Post-event: Thought leadership recaps, partner shout-outs, and evergreen insights that sustained momentum and built anticipation for the next conference.

Throughout, the strategy prioritized quality over quantity, strategic channel differentiation, and relatable storytelling tailored to CSR professionals.

Results

Despite posting 25% less content than the previous year, Benevity Live! 2024 outperformed across every major social media metric.

• +125% avg. engagement rate (18% avg. vs. 8% in 2023)

• +132% in client mentions, highlighting organic community buzz

• +186% in engagements and +85% in website sessions

• +130% of our follower growth goal, driven mainly by LinkedIn

• Reels and carousels proved to be top-performing formats across platforms

This project reinforced the power of strategic storytelling and channel-specific creative, demonstrating that when social content is tailored to both platform and audience, it can meaningfully cut through the noise.