Don’t rely on fear appeals or depressing personal stories to reach your audience. In 2017, social media research about skin cancer awareness revealed humorous content had a higher engagement rate than content that was meant to shock, inform or sadden. Even if your organization is promoting a serious topic, try to find room for some comedy.
Eysenbach, G., Giraud-Carrier, C., Yang, H., Soron, T. (2017). Tweet for Behavior Change: Using Social Media for the Dissemination of Public Health Messages. JMIR Public Health and Surveillance, 3(1), JMIR Public Health and Surveillance, 2017, Vol.3(1).