When you post on social media for your nonprofit, the goal isn’t just to “be out there.” You want your content to connect. To start conversations, build community, and spark action. But not every post does that—and not every reaction means the same thing.
Understanding how people behave on social media helps you post smarter, not just more.
Because the truth is, likes, comments, and shares aren’t all equal. Each one reflects a different level of connection and intention. And knowing what type of content tends to spark each behavior can change the game for your engagement.
Let’s break it down.
Why People Like Content
Likes are low-effort. They’re the easiest, quickest way someone can show support. Think of them as a digital nod—“I see this, and I’m into it.”
People like posts that are:
Visually pleasing or uplifting (photos, quotes, celebrations)
Familiar (recognizable faces, community spots, values they already align with)
Emotionally safe (no heavy comment required)
If you post a photo of a volunteer event, a grant win, or a kid holding up their new backpack from your school supply drive—you’ll probably get a lot of likes. It’s feel-good and easy to double-tap.
Likes help boost your reach in the algorithm, but they don’t tell the whole story. You want to aim for deeper engagement too.
Why People Comment on Posts
Comments take more effort—and more risk. When someone comments, they’re publicly associating with your post. That means they either:
Feel personally connected to the story
Want to contribute their voice or opinion
Have a question or need clarification
Feel called out (in a good way)
If you’re trying to spark conversation, don’t just make a statement—ask a question.
Posts that work well for comments:
“What’s one thing you wish people knew about [your issue]?”
“Tag a friend who volunteers with you.”
“Drop your favorite community spot in the comments.”
“Tell us how you got involved in this cause.”
Comments are where community happens. It’s also where algorithms notice: people are talking here. That boosts your post’s visibility and reach.
Why People Share Content
Sharing is the highest form of social engagement. It says: “This matters to me—and I think it should matter to my people too.”
But people don’t share just anything. According to research by the New York Times Customer Insight Group, people share content to:
Entertain or inspire
Show they care about a cause
Connect with others over shared interests
Define their identity or values
So if your post is:
Funny or surprising
Offers a fresh perspective
Makes someone feel powerful for resharing it (not just sad or helpless)
Includes stats, visuals, or quotes that are easy to reshare
…it’s more likely to get passed around.
Infographics, short videos, stats about your impact, or community shoutouts tend to perform well here. So do testimonials—especially when they’re uplifting.
So, How Do You Get All Three?
Here’s a quick cheat sheet to mix your content intentionally:
For Likes – Keep it visual, personal, and celebratory. Think faces, milestones, behind-the-scenes moments.
For Comments – Ask questions, invite opinions, and tell stories that provoke thought or emotion.
For Shares – Provide value. Think inspiration, identity, advocacy, or practical insights. Make people feel smart or generous for sharing it.
A great post can hit all three if it’s real, relevant, and well-timed. But the goal isn’t just to go viral—it’s to build real relationships. That starts with knowing what your audience needs and how they show up for you.
Proof This Works
According to Sprout Social (https://sproutsocial.com/insights/social-media-engagement/), posts with questions get 100% more comments than statements. And video content is shared 12 times more than text and images combined.
Also, Facebook’s algorithm actively prioritizes content that sparks conversation. So when people comment and reply, it signals quality—and your reach increases. Instagram and LinkedIn follow similar patterns.
So no, you don’t need to be everywhere. But you do need to be intentional. Engagement doesn’t come from just showing up—it comes from showing up with purpose.
Let’s Make It Easier
If you’re trying to post consistently while juggling 10 other things, we built Maggie for you. Maggie writes social media posts that ask the right questions, spotlight your wins, and make your mission easy to engage with.
From “like-worthy” moments to shareable impact stories, Maggie helps you show up consistently and connect with the people who care most. All with posts that spark more than just likes—they spark community.
