6 simple ways to be more sustainable across social platforms

Our online activities contribute to a surprising 4% of global greenhouse gas emissions. And yes, that includes the media-heavy, always-on world of social media.

Each time we upload high-resolution images, share videos, or run extensive campaigns; we’re consuming energy from non-renewable sources. By adopting digital sustainable practices, not only are you aligning your brand with eco-friendly values, but you’re also contributing to reducing energy waste and emissions. Moreover, consumers today care about the impact brands have on the environment. By leading with sustainability, you’re showing that you care about what your audience cares about.

The impact of social media

Social media is not a new phenomenon, but it has grown exponentially in the last decade. According to Statista, there were 4.48 billion active social media users worldwide as of October 2021, which is more than half of the global population. New social media platforms emerge more frequently nowadays, such as TikTok, Threads, or Clubhouse, offering new ways of engaging with audiences and creating content. Companies report up to 75% increased traffic and lead generation through social media efforts. However, this digital growth comes at an environmental cost.

Here’s a peek at the carbon footprint for one hour of daily use on popular platforms:

1. TikTok: 57,597 gCO₂Eq (equivalent to driving 143 miles)
2. Reddit: 54,312 gCO₂Eq (equivalent to driving 135 miles)
3. Pinterest: 27,521 gCO₂Eq (equivalent to driving 68 miles)
4. Instagram: 22,995 gCO₂Eq (equivalent to driving 57 miles)
5. Snapchat: 19,053 gCO₂Eq (equivalent to driving 47 miles)
6. Facebook: 17,301 gCO₂Eq (equivalent to driving 43 miles)
7. Twitter: 13,140 gCO₂Eq (equivalent to driving 33 miles)

How to adopt sustainable social media practices

Now that we’ve had a look at some pretty shocking stats - let’s dive into 6 simple ways your organization can successfully adopt sustainable social media practices to make a difference today.

If you’re hesitating to invest in sustainable practices because of cost, remember this: customers are prepared to pay for it. Sustainability could be a revenue driver for your brand.

6. Develop a sustainable social media policy

Create guidelines for your marketing team that prioritize sustainable practices. This could include rules on content compression, posting frequency, and platform selection based on energy efficiency.

5. Set sustainability KPIs

Incorporate environmental metrics into your social media performance indicators. For example, track the average file size of your posts or the carbon footprint of your campaigns.

4. Use better format

Compress images and videos before posting. Tools like TinyPNG or Handbrake can reduce file sizes by up to 70% without significant quality loss. Use vector graphics when possible, as they’re typically smaller than raster images. Opt for newer video codecs like H.265 (HEVC) which offer better compression rates.

3. Focus on meaningful engagement

Create high-value content that encourages interaction rather than creating for the sake of it. And we recommend using the stories format on Instagram and Facebook for short term content instead of permanent posts, as they require less long-term storage.

2. Use analytics to refine your schedule

Leverage tools like Hootsuite or Sprout Social to identify peak engagement times. Consolidate your posting schedule to maximize engagement while minimizing digital waste. This is the best use of resources and time.

1. Post across platforms strategically

Use cross-posting features wisely to avoid duplicate content storage across many platforms. By taking these simple steps, your brand can significantly reduce its digital carbon footprint while maintaining effective social media engagement. By making conscious choices, we can contribute to a more sustainable digital ecosystem.

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