Institutional brands benefit from a capital of seriousness and legitimacy, but sometimes struggle to bring their actions to life on social networks. And yet they have missions of general interest, concrete policies, grassroots initiatives... all content that can be promoted, provided that the right formats and storytelling codes are adopted.
Modernising your communications doesn't mean going all out for entertainment or virality. Rather, it means adopting codes that make information more understandable, more human, more sharable, without denying its DNA.
This requires detailed work on :
- the editorial line (tone, formats, visuals)
- the link between institutional highlights and day-to-day issues
- embodiment by legitimate voices (spokespeople, agents, experts)
- the ability to use the platforms without getting lost in them
What we often forget: form is substance
Just because you're an institution doesn't mean you have to produce heavy, cold or impersonal content. Sometimes it's just a matter of taking a step to the side:
- Instead of "our solidarity scheme", say "How 30 young people went on holiday for the first time".
- Rather than "our CSR commitments", show a testimonial or behind-the-scenes footage.
You remain serious. But you become accessible and, above all, concrete.
3 principles for modernising your social media presence
Focus on embodiment, not top-down communication
Show the faces of those who benefit from your actions, and those who support them. And let them speak in their own words. Incarnation brings a sense of proximity to issues that are perceived as administrative or technical.
Telling stories rather than raw data
We remember a story, not a table of figures. If you have to give statistics, do it through a concrete case study. This could be a before-and-after story, for example, or an interview with an expert. Social proof takes precedence over self-promotion.
Creating interaction rather than one-way distribution
The best content isn't necessarily the most polished, but it is the content that opens up a conversation. Ask questions. Dare to use the comment format, reply and use native formats: carousels on LinkedIn, story polls, question boxes.
Example: when the ANCV talks about a right, not a scheme
The ANCV's LinkedIn account doesn't just say that the programme Elles en Vacances helps women to go on holiday. We show that going on holiday can be part of a process of social and personal reconstruction.
And we show it through the eyes of those who have benefited from it. It's a way of conveying meaning and giving a voice to the beneficiaries. And it's precisely this that generates attention, recognition and commitment. When you put people back at the centre, the conversation naturally opens up.
Modernising an institutional brand on the networks is not about changing who it is. It's about telling a different story about what it's already doing, so that it can be heard, understood and shared. With substance, tone and method.
Are you a brand or institution looking for a clearer, more effective and more embodied social media strategy? Our agency can help you take a step forward and together build a digital presence that makes all the difference. Contact us so that together we can build a digital presence that makes all the difference.