Incorporating activism into your business’s social media content can feel both exciting and intimidating. You may worry about coming across as insincere or alienating your audience, but when done thoughtfully, activism in content can help create positive change and foster a genuine connection with your audience. So, how can you use your platform to advocate for social change, even subtly, without making activism the main focus of every post?
In this post, we’ll explore what activism in online content means for service-based businesses and offer actionable steps you can take to make a real impact while staying true to your values and your brand. If you’d like personalised support on this topic, you’re welcome to book a free 30-minute 1:1 session with me HERE to brainstorm activism ideas for your business content!
What Is Activism in Online Content?
Activism in online content is about using your platform to advocate for positive change, whether it’s promoting inclusivity, diversity, equity, accessibility, or allyship. It doesn’t always mean discussing hot-button issues; instead, it can be as simple as consistently showing your values in your language, visuals, and engagement. For online service-based business owners, this means weaving your values into your content in ways that resonate with your audience, making a statement through subtle but intentional choices.
1. Use Inclusive Language and Visuals
Why: Inclusive language and visuals show that you value everyone’s experiences and are mindful of diverse backgrounds.
How:
- Avoid gendered terms when addressing your audience. Opt for neutral words like “folks” or “everyone”. Better yet, create a non-gendered way of address your audience through a common thread that they’ll resonate with. E.g. If you’re a business coach you can call them “Entrepreneurs” or “CEO’s”, or if you’re in the wellness industry you could call them “Healers” or “Wellness Advocates”.
- When selecting visuals, choose images that represent a diverse range of people without reinforcing stereotypes. Ensure you have a diverse range of images from a wide range of communities for all your content and not just the ones that talk about diversity, as this can be seen as tokenistic. Side note: I have a list of 20x diverse stock image companies you might want to check out. You can download the list for free when you sign up to my mailing list HERE.
- Add alt text to images and captions to videos, ensuring your content is accessible to people with hearing impairments or to people in situations where they choose not to listen with the sound on (like while riding on public transport or even while a parent is scrolling while putting a baby to sleep nearby).
Challenge: You may worry that inclusive language or imagery could seem performative or insincere.
Overcome It: No one truly knows if something you post is genuine or performative except you. When you post something genuinely, you embed it with that same energy. Remember the purpose of you engaging in activism is to create positive change in the world. Worrying about what others think is going to distract you from the purpose. Hold that purpose in your mind and start by making one small, genuine change at a time. Let these practices become part of your usual routine so they feel authentic rather than forced.
2. Highlight and Amplify Marginalised Voices
Why: Sharing insights from people in marginalised communities brings attention to important perspectives and shows allyship.
How:
- Share resources, quotes, or articles from thought leaders within underrepresented communities.
- Introduce fun business themes like “Feature Fridays” to highlight diverse creators, businesses, or initiatives relevant to your industry.
- Invite guest posts, bloggers, speakers or collaborative content from voices within marginalised communities.
Challenge: You may fear tokenising these voices by highlighting them.
Overcome It: Make sure to highlight them regularly and in meaningful ways, rather than as one-off content. When you share their work, make it clear why their voice is valuable to your audience. But one of the best ways to overcome the fear of seeming like you’re tokenising them is to build genuine relationships with them. You’ve then transformed from being a stranger who is featuring another strangers content into a business bestie who is supporting the perspective of a friend.
3. Address Inclusivity Concerns in Your Industry
Why: Calling attention to barriers in your industry shows that you’re aware of and care about creating a safer, more equitable space.
How:
- Write a post about common challenges marginalised people face in your industry and share the actionable steps to improve that is being called for by those marginalised communities.
- Discuss how you’re addressing these challenges within your own business, like offering equitable pricing options, what you’re doing to prioritising accessibility, or the steps you’re taking to create safer spaces.
Challenge: You might worry that discussing industry issues could seem critical or divisive. Overcome It: Inclusion is only divisive to people who don’t value margnalised people or believe they should not be afforded the same rights as them. Focus on the kind of business you want to be. Is it one that stands up for human rights, inclusion, and justice? If it is, focus on the fulfillment of that. Take actions that bring you closer to achieving that. Please know, that you don’t have to educate or convince anyone to do or believe in the things you do. Modeling and speaking your truth on why you’re doing the things in your business is enough to inspire positive change among your audience.
4. Model Allyship in Your Comments and DMs
Why: People notice how you handle comments and direct messages. Showing respect, empathy, and active listening models allyship in real time.
How:
- If someone raises a concern or offers a different perspective, respond respectfully and openly. Unless their comments conflict with human rights or harms marginalised communities…then you can report and delete that shiz!
- Acknowledge mistakes if they occur—apologise, take responsibility, and share how you’ll improve. DO NOT double down. It’s probably the worst thing you can do and can greatly damage your reputation.
- Set clear boundaries to ensure your page is a safe space for respectful engagement. Having community guidelines is a great starting point.
Challenge: You might feel vulnerable or worry about responding “perfectly” every time. Overcome It: Allyship isn’t about perfection; it’s about ongoing learning and action taking. Show your audience that you’re committed to learning and growing by being open to feedback and adapting when needed.
5. De-Center Yourself to Focus on Community Impact
Why: When your content spotlights the community rather than yourself, it shows your commitment to activism without making it about you.
How:
- Create posts that encourage your audience to take action or reflect on their role in fostering inclusion. Of course, the choice is aways theirs but there’s no harm in gentle encouragement.
- Use your platform to promote relevant causes or nonprofits, providing resources for those interested in supporting social justice work.
Challenge: You may feel like it’s hard to gauge if your posts are coming across as genuine or whether you’re bening seen as a “do-gooder” that’s all talk and no action..
Overcome It: Approach it with humility. Make it clear that you’re there to support and amplify rather. That you have have a platform and you’re going to use it to spotlight social impact businesses, organisations, creators, and social justice campaigns. Transparency about your intentions goes a long way.
Final Thoughts on Activism in Business Content
Activism in content doesn’t have to mean discussing politics or engaging in debates. Instead, it can be about demonstrating your values through the small, intentional choices you make in your content, language, and interactions. By embedding these values in your day-to-day content, you can make a meaningful impact while building a more engaged, inclusive community around you, your business, and your brand.
Now you’ve read this blog, are you ready to brainstorm ideas that fit your unique business and audience? You’re invited to book a free 30-minute 1:1 session with me, so we can work together to craft content that reflects your values and inspires positive change! You can book your session HERE.
Every Action Counts
Engaging in activism through your business content is not only a powerful way to show up for your community but also to create a business and brand that resonates with others who share your values and respect for human rights. Remember, even subtle shifts in your content can add up to meaningful change. Whether you’re starting small or ready to make a bigger statement, each effort counts.
If you’d like support with your activism, please reach out so we can get it sorted sooner rather than later.
Until next time, keep taking action!
