User Experience for Social Media Platforms

Not all platforms are worth it After I shared the story behind Mongabay’s decision to deprioritize Facebook (https://lnkd.in/gtNhEDYh), several people asked: Where should impact-driven organizations focus their energy instead? There’s no one-size-fits-all answer. The best platform depends on your audience and what you want them to do with the information you share. Are you trying to spark in-platform conversation? Drive traffic to your website? Reach decision-makers or a mass audience? For Mongabay’s global English-language reporting (Mongabay News), we’ve found LinkedIn to be the most valuable platform for engaging people whose decisions shape the real world — policymakers, funders, researchers, industry leaders, and advocates. Much of the interaction happens in-platform, but it also sends meaningful traffic to our site. We’ve experimented elsewhere. Bluesky Social, for example, feels like early Twitter — conversational but resource-intensive, requiring constant activity but with little measurable impact so far. It may evolve, but for now, it’s not much of a driver of real-world outcomes for us. If your goal is mass reach, Instagram, TikTok, or YouTube might be the better play — especially for visual storytelling. But these platforms are less about driving engagement back to owned channels and more about meeting audiences where they are. This is why understanding your audience is so critical. What platforms do they use? What format resonates? Who influences them — and what motivates action? At Mongabay News, our choices reflect both analysis and mission alignment. We prioritize the channels where engagement quality — not just volume — is highest. That means LinkedIn, newsletters, syndication partnerships, and webinars. We invest less in platforms that generate empty views. One thing that’s become clear: Focusing our efforts on platforms like LinkedIn doesn’t just help us reach our audience — it helps us learn who they are. That feedback loop is invaluable when impact is the goal. Of course, every organization’s calculus will be different. Even within Mongabay, each bureau sets its own strategy based on which platforms best align with their goals. But if you’re grappling with similar questions, I’d suggest starting here: Define what success looks like, measure what matters, and be ready to shift resources as the landscape evolves. For those experimenting — what’s working for you? Where are you seeing the most meaningful engagement? 📊 Engagement score is a quick metric based on scroll depth, time on page, bounce rate, and pages/session, all of which are related of course.

Google is no longer the first stop for product discovery. New data from PartnerCentric confirms what many of us in e-commerce already feel happening: TikTok, Pinterest, Reddit, Inc., and Discord are reshaping how people discover, evaluate, and buy products—especially among Gen Z and millennials. Here are the shifts worth paying attention to: 1. 1 in 10 Gen Z shoppers prefer TikTok over Google for finding products 2. 50% of Gen Z use Discord for shopping—often in private, loyalty-driven communities 3. 2/3 of U.S. consumers use Reddit in some form, with younger shoppers turning to it for trusted reviews 4. TikTok Shop users now spend ~$40/month—$50 for millennials And while Google still plays a role, it’s being edged out during the most influential parts of the funnel: discovery and validation. This is the rise of social-first commerce. For brands and marketers, it’s not just about ads—it’s about being part of the conversation where it starts. Your future customers aren’t searching. They’re scrolling, watching, and asking strangers on Reddit.

How often do we design with people, instead of for them? It’s easy to fall into the trap of thinking that creativity is something only designers hold the key to. But when we pause and engage with communities, we realize something powerful: Creativity thrives within the community itself—it just needs the right conditions to flourish. Take, for example, the Collective Action Toolkit (CAT) by Frog. It’s not just a tool; it’s a framework that empowers communities to solve problems by tapping into their collective strength. Through a series of activities—like clarifying goals and imagining new ideas—small groups around the world have used this toolkit to not only share their thoughts but to take decisive action that addresses their concerns. The beauty of this approach is in its adaptability. It’s not a one-size-fits-all model. Each group can mould it to fit their unique needs, ensuring that everyone’s voice is heard and valued. But collaboration, as we know, isn’t always easy. There’s often discomfort, sometimes even conflict, when differing ideas meet. Yet, as designers, navigating these challenges is where true progress happens. As Otto Scharmer and Peter Senge, leaders in organizational development, have shown, it's in this space of tension that new solutions are born. A recent contribution from @Design Impact offers a set of guiding principles for designers to keep in mind when working with communities. One of these, “Value me for who I am, not who I’m told to be,” resonates deeply. It’s a reminder that behind every design is a real person, with history, emotions, and passions. When we acknowledge that, we move beyond simply gathering feedback—we tap into real leadership within the community. At the end of the day, Social innovation isn’t just about creating a product or service. It’s about co-creating, about building alongside communities rather than handing down solutions. It’s about fostering a space where everyone’s creativity can shine, and where long-term, sustainable change is possible. Have you been part of a design process that values community leadership? What challenges—and opportunities—did you encounter along the way?

I don’t think people realise how genius this Claude email is. Most welcome emails say “Hi.” Claude’s teaches you how to actually get value from the product. They know the #1 reason new users churn: People don’t know how to give good context. So instead of hoping users “figure it out,” they use the highest-open-rate email (50%+) to remove the biggest adoption bottleneck . This one section caught my eye: “How to give Claude context.” Who, what, why, how: broken down like onboarding for prompting. Why it’s smart: – Users get their first “aha” faster – Better prompts → better outputs → more retention – Support load goes down – The product becomes sticky on day one Most brands waste their welcome email. Claude turned it into a growth engine. If you’re building a product, ask yourself: Does your welcome email actually help the user win or is it just “Welcome to X”?

🎥 Top Tip for Inclusive Design? Ask, Don’t Assume. If you’re designing for inclusivity, the biggest mistake you can make is thinking you already know what people need. My number one piece of advice: Talk to the people who will actually use the space. 📣 Ask questions. 🎧 Listen to lived experience. 🧠 Let the insight shape the outcome. Inclusive design isn’t about guessing—it’s about co-creating. Because one person’s calming space might feel overwhelming to someone else. When possible, involve end users in the design process, especially if the space is for neurodivergent individuals or those with sensory needs. This short clip is part of a video series we filmed with Dulux at the Allermuir London showroom—and I’ll be sharing more of these practical takeaways over the next few weeks. ✨ What’s your top tip for designing inclusive spaces? Let me know below 👇🏻

Most brands are obsessing over Instagram reels and stories to reach Gen Z. The budget, the creators, the campaigns, everything goes there. But Indian Gen Z is telling us something different. 79 percent use YouTube and Google daily. When forced to pick just one platform for an entire year, they choose YouTube over everything else. They're not just watching for entertainment. They're researching before buying anything. 👉 93 percent of Gen Z feel confident about purchases after watching YouTube content. They trust creators there more than influencers on other platforms. The shopping behavior has completely shifted: 83 percent have bought products directly through Instagram, and a significant portion of Gen Z discover products through YouTube content 71 percent prefer YouTube Shorts for product discovery over other short video platforms. Real examples show this working. ➜ Reliance Digital ran impactful YouTube campaigns during Durga Puja, resulting in increased brand engagement and visibility ➜ Hyundai Motor Company leveraged YouTube livestreams for their SUV launch, attracting millions of views and boosting showroom interest Indian Gen Z controls 860 billion dollars in household spending today. By 2035, that becomes 2 trillion dollars. Trust in celebrity endorsements among Gen Z has declined significantly too, with many preferring authentic peer reviews and relatable influencer content. Brands keep pouring money into flashy Instagram campaigns while Gen Z is on YouTube learning, researching, and making actual buying decisions. Where is your marketing budget actually going?

I'm noticing an interesting phenomenon happening on social media: The rise of silent supporters. People who consume tons of content but don't actually engage in the feed since many platforms (including X) publicly showcase "likes" & "replies". The only reason why I know this is because it's been happening to me. I obsessively track this stuff, constantly checking who are the people engaging with my content. Once in a while, I will have a conversation with someone who references multiple posts that I've done. The interesting part is oftentimes they didn't even engage with the post but consumed and maybe even shared it with their team (which in this case, a share is even better). But I guess this brings up the question of engagement in general and how valuable it really is? Yes, it should be used to track performance and even sentiment. But this doesn't fully showcase the impact that your content is having with your audience. 7 ideas that should help with this: 1) Have conversations with people who are engaging with your content and ask for feedback (so that you can replicate what's working) 2) Setup calls with people who follow you but maybe haven't engaged with your content (you might find that they love your content but just don't engage on social) 3) Allow people to join a private community or newsletter (and track engagement such as opens, sessions, etc.) 4) Host virtual or in-person events to deepen the relationship with your audience (you may find that they become more publicly supportive after they've attended an event, I know this is true for me) 5) Do more outbound community management (make it a daily goal of interacting with 5 different followers per day) 6) Test out different content formats (sometimes people may be supportive of you and what you stand for, but just don't learn or enjoy consuming the content format that you produce -- try video, photo, infographic, short form, long form, etc.) 7) Try different forms of engagement (like polls, questions, AMAs, etc.). Some people might not even use the "like" button but may be willing to respond to a question (or have a question to ask you if they were prompted to do so) As people become more inundated with social media, it's up to us as creators to find different ways of measuring our impact (as well as coming up with ideas to keep our audiences engaged along the way).

I don't believe in Web3. BUT the core ideas behind Web3 tell EVERYTHING about my generation. Here's what I mean 👇 I work in gaming and tech. I see the hype around blockchain, crypto, decentralization. 35% of Gen Z allocates over half of their portfolio to crypto. 53% of Gen Z stablecoin users conduct monthly transactions. But it's not about the technology. It's about what that technology represents. → Ownership without middlemen Web3 promises that YOUR stuff is YOURS. Not Google's. Not Facebook's. Yours. Gen Z grew up in a world where everything is rented. Netflix can remove shows. Spotify means you don't own music. Instagram can ban you without warning. 71% of blockchain gaming professionals say asset ownership is the primary benefit of Web3 games. → We don't trust institutions We lived through two economic crises before finishing college. We see how traditional finance fails. In the UK, 42% of Gen Z crypto owners use digital assets as a hedge against inflation. We don't believe a corporate job will get us a house. We believe we need to build our own business to achieve anything. Web3 tells us we don't need banks to make it. That resonates. → Community > corporations Gen Z doesn't want to be a customer. We want to be part of something. DAOs (decentralized autonomous organizations) let token holders vote. That's co-ownership, not consumption. That's why "fandom" is a word you'll hear more. Communities not audiences. → The internet IS our space For Gen Z, the internet isn't an add-on to life. It IS our life. 52% of Gen Z gamers feel more like themselves in the metaverse than in real life. Half of Gen Zs and Millennials believe online experiences are meaningful replacements for in-person ones. Not because it's a cool gadget. Because it's a natural extension of how we already live. → Why I don't believe in Web3 Despite all the hype, only 8% of people feel very familiar with Web3. 93% know what crypto is but understanding of blockchain remains low. The technology is too hard. UX is terrible. Scams everywhere (eg: $625 million stolen from Axie Infinity in 2022). The technology has potential, but the whole movement hasn't changed 'everything' as it promised. But the values that made Gen Z excited about Web3? Those stay. Gen Z doesn't need blockchain to want ownership. We don't need crypto to distrust institutions. We don't need DAOs to build communities. Brands that understand this will win. Not the ones launching NFT projects. The ones giving us control, ownership, and treating us like partners not customers. Do you believe in Web3? Or like me, do you see it's about something else? — Follow me (Wiktoria Wójcik) for more on Gen Z, tech & what really drives my generation – from someone who's deep in it. #web3 #genz #crypto #blockchain #marketing #community

Is your charity or organization considering joining a new platform? Here's five things I'd consider before jumping on: 👉 Your supporters For those of us who work for a charity, our community isn’t just an audience - it’s our donors, advocates, and often people with lived experience. Think about if your supporters are using the platform - will it help to reach new or existing audiences? Younger followers? Underrepresented voices? You don’t want to risk funneling energy into a space your core community doesn’t even inhabit. 👉 Your capacity Pressure from other teams, communities or leadership can result in quickly made decisions for the wrong reason. A new channel is a very big and long-lasting commitment. You need to straddle the balance between impact and effort - if the effort outweighs the impact, it might not be worth it. If you can’t post consistently, engage meaningfully, and measure impact, it could be better to focus on strengthening what’s already working. 👉 Your mission Think values first. Is this platform aligned with the mission of your organisation? Consider whether platforms policies and moderations support your principles. This is a big topic of conversation, and one you should be prepared to have an answer for to support your decisions. 👉Your comrades How big is the current non-profit space in the platform? It’s good to take a look at what other charities are posting, what audiences they are reaching and how they are using the platform. This shouldn’t be the sole deciding factor, but gives you an insight into the platform. 👉Internal buy-in Before you commit to launching something new, assess if other teams have the capacity to support this. Will it be used for media, campaigns, advocacy? It’s also a great idea to ask other team members what they think, if they are using the platform, and what value your organization can bring to it. Social media colleagues - what other tips would you add for when organisations are considering a new social platform?