Solutions around social impact topics are better found when given exposure and active discussion. Content is plentiful, so how can people come across content about social good that informs and creates a connection to the topics? One way is that advocates can share, create, and cultivate content options in meaningful ways. People with access to content that unfolds their genuine questions almost always revisit the content, and tell a friend or two.
Runner up for the most effective ways to spread content is making the content easy to find from the start. Imagine a piece of content with all the answers you ever needed on a topic existing somewhere out in the abyss. That’s missed value. A dedicated media company, or creative studio, could combine conscious content and easy access to bring that value forwards. In fact, a few initiatives that fit that profile exist, but today you’ll be introduced to one that’s living right on social media platforms.
In this series, called ALL Ways, we’ll grow to know social enterprises by their charming points. We say “charming” to refer to branding and approaches that help us see another way to manage social entrepreneurship. We’ll also suggest ways to interact or use these charming points in our own involvements with social enterprise (personally and professionally).
This post is an outside observation of a company for inspiration in social enterprise interaction and engagement.
In today’s post, we look into the eye-catching media magician ATTN: collaborating on all levels of content and influence. ATTN: is a creative studio partnering with companies and brands to modify how the public interacts with social impact content.
Knowing the Company: ATTN
One thing ATTN: is immensely talented at is getting a message out. Stories portrayed in their media projects call attention to social impact news, companies, organizations, brands, and advocates. Hence the name. In their own words, the initiative aspires to “create solutions-oriented narratives around the world’s biggest issues – sustainability, education, health, civic engagement, civil rights and more – to move social-first audiences to create positive change.”
Founded in 2014, the team at ATTN: provides original shows, series, and other formats with the aim of delivering ideas in a way that resonates. Not only that, strategies from this creative studio do particularly well for connecting content to an ideal audience. Two departments under the initiative’s brand studio handle the approaches to content creation. ATTN: Labs focuses on cultivating interactive and digital experiences, while ATTN: Moment brings experiential content formats by building IRL touchpoints.
Clients working with ATTN: include names such as Tiktok, Amazon, Adidas. Partnerships allow the creative studio to be present in a flexible capacity for cultivating purpose-driven narratives. As a social enterprise, there are a few common ways ATTN: provides services:
- CSR strategy
- Brand purpose workshops and non‑profit matching
- Content best practices and audits
- Audience and platform development
- Talent procurement
- Social media strategy and distribution
One of the latest ventures for the initiative is a striking partnership with TikTok and Palette Media that involves audience expansion, personal brands, and influence marketing.
What Surprised Us
ATTN: brings content with a new TikTok-centered studio that works in commercial partnerships, as well as interacts with TikTok influencers. Teams can receive assistance in the form of consulting, creative, and production services in content campaigns. Beginning this new chapter, ATTN: works with Unilever Entertainment to make TikTok content for Unilever brands, while also working with Madwell (influencer program), and both Google and MTV (co-branded TikTok campaigns). On their initiative updates, the media company shares the news of reaching new audiences:
“As the go-to agency supporting brands’ TikTok strategies, ATTN:’s new studio provides platform best practices, content production, creator and influencer matching, community management, paid media, insights and more.”
Don’t forget. Content that ATTN: creates revolves around social impact and social good. This is a relatively new domain being combined with social enterprise, outside of individual retail social enterprises that may have ambassador programs. Originally, the relationship with TikTok began by ATTN: taking over the social media platform’s @TikTokForGood account. In June 2021, ATTN: stated the account saw 50x in the account’s following after a few months of the takeover, then reported 95x by September 2021.
Collaboration goes deeper as the creative studio begins a commercial partnership with Palette Media, a TikTok-focused management and marketing company. Palette Media already represents some of the biggest stars on TikTok. Both companies will work together to create a TikTok original series, and further connect mission-driven talent to brands. To tie everything together, Palette clients will be cast for brand partnerships related to clients of ATTN:’s new TikTok Studio and any projects ATTN: creates directly for TikTok.
What is the benefit for good
Larger and more diverse audiences can be exposed to social impact through “entertainment that informs”. ATTN: is tapping into the curiosity already existing in generations that are more conscious of social impact concerns. Content gives audiences more context, and highlights what people can do in relation to the topics. This more organic approach may go over better than forcing the idea of “awareness” or using guilt in social impact communications.
Finding methods to incorporate the creative industry and influencer marketing is also a stride for social impact. Other social enterprises can gain inspiration for building business, and conversations on social impact topics can happen more regularly. Once audiences decide they want to know more, they can splurge on carefully, purposefully, attentively cultivated content through platforms they already use. ATTN: describes their presence in the social impact space as follows:
“ATTN: is a media company that bridges entertainment with topical issues to explain the world around us. We are leaders when it comes to reaching people who want context on the issues and conversations that matter to them.”
What’s Next
We like to encourage actively participating with positive initiatives. Each person making their own choice to participate adds up! Whether you engage for fun, inspiration, or expression, here are our suggestions for engaging this initiative:
Personal
- Watch content examples on the About page
- Follow Instagram, Twitter, or of course TikTok (@attn or @TikTokForGood) to stay up to date about campaigns and informational impact content.
Professional
- Consider working with ATTN: on social impact your content or project
- Apply as a brand to be matched up with talent
- Apply as talent to be matched up with brands
People Helping People Podcast is seeking methods clearly supporting an effective impact. Observations and discussions on happenings in the social enterprise community is a significant part of our contribution to social good. Continue to check-in for more conversation-starting content.
Relevant podcast episodes:
Dr. Lynda Ulrich of Ever Widening Circles Shares the Four Shifts for a New World
Relevant blog posts:
Raise Up Social Entrepreneurship through the Act of Sharing on Social Media
Build an Authentic Audience through Social Media Using These 8 Principles
How to Get Unstuck on Figuring Out the Best Marketing Approach for Your Social Enterprise
What Social Entrepreneurs Need to Know About Marketing Impact Businesses on Social Media
