In a world where social media algorithms prioritise quick entertainment over depth, communicating social impact stories is equal parts art and science. At the recent Dialogues on Development Management (DoDM) 2024, I had the privilege of helping curate a session titled Amplifying Voices: Leveraging New-Age Communication Channels for Social Impact which brought together varied sector experts to talk about how innovative tools and creative strategies are transforming outreach in the social sector.

Moderated by Girish Balachandran (Founder & Managing Director of ON PURPOSE), the session featured Saswati Chatterjee (Manager of Digital Engagement at Breakthrough Trust); Mehak Mirza Prabhu (Corporate Storytelling Coach); Devanshi Vaid (Co-founder and Director of India Development Review); and Shalini Umachandran (Editor at Mint Lounge).

The session started with a powerful story narration by Mehak, followed by two thought-provoking videos by Breakthrough Trust, setting the stage for a discussion on strategies for making social issues more relatable and accessible. Whether you’re crafting advocacy campaigns or rethinking content for impact, the panel offered a masterclass in modern storytelling that moves the needle.

Here are 10 things I learnt from the session:

1. Start with ‘Why’- Before you dive into creating content or delving into distribution, ask yourself: Why does your story matter? Why should anyone care? Define the purpose behind your storytelling whether it’s to educate, inspire, or mobilise. A clear purpose ensures your message stays consistent and impactful
2. Know your audience – Tailor your stories to resonate with your specific audience. Use data and insights to find out what makes them laugh, cry, or spark their curiosity, and adapt your message to create stories that feel like they were written just for them
3. Give the mic to marginalised voices – The best stories aren’t told about people, they’re told by people. Co-create stories with underrepresented voices and communities to ensure authenticity and inclusivity. Empower local voices and grassroots organisations to share their own stories, creating a deeper connection and more credible content
4. Leverage Popular Culture and Entertainment – Harness the power of entertainment, humour, and Bollywood to present serious messages in a more engaging way. Instagram, YouTube, and WhatsApp are great tools for reaching audiences with relatable, accessible content.
5. Optimise for social media algorithms – Typically, algorithms favour content that is frequent, relevant, and shareable. Focus on creating engaging, bite-sized content that resonates with your audience’s interests. Adapt formats – short Instagram slides for younger users, or in-depth articles for sector professionals.
6. Consistency is key, but take risks too – Produce regular content, while experimenting with different formats and ideas. Understand what works with your audience, track engagement, refine your approach over time, and develop a repeatable content strategy. Consistency builds trust and loyalty, but creativity keeps things fresh.
7. Use influencers strategically – Collaborate with influencers who truly care about your cause. Authenticity is key. When working with influencers, focus on authenticity rather than follower counts. Alternatively, empower your own team or field workers to share relatable, on-the-ground stories. Genuine, transparent content is more effective than flashy endorsements.
8. Bridge the digital divide – Not everyone has equal access to digital platforms. Work with tech platforms to improve accessibility in terms of language, usability, and reach. Consider offline methods like group screenings or community events to share your message with underserved populations.
9. Adopt AI thoughtfully – Stay ahead of trends. Experiment with tools like AI for personalisation, or to streamline repetitive tasks like report summaries, but ensure ethical use. Use it to enhance your story, but don’t let the tech outshine the tale.
10. Measure, Iterate, and Evolve – Even the best storytellers don’t always get it right on the first try. Regularly monitor audience reactions, gather feedback, and refine your strategies. Adjust your approach based on data and insights to ensure your communication remains relevant and impactful.

The session underscored that while the tools and platforms for communication are evolving rapidly, the fundamentals of impactful storytelling remain rooted in authenticity, connection, and empathy. As social purpose organisations and storytellers continue to adapt to new media landscapes, keeping these principles at the forefront will be key to creating communications that resonate, and inspire change.