Posting original content

This UNICEF post is about child marriage and how girls are forced to marry at the very young age. Usually posts like this does not have a long caption, more often UNICEF shares a strong phrase, in this case it only says "A teen girl, not a teen bride". Digital marketing expert Jeff Bullas study showed that Facebook posts with 80 characters or less receive 88% more engagement (Bullas, 2012), so UNICEF definitely uses this strategy. #EndChildMarriage and #IDONT hashtags are also used in this post and in other similar posts that talks about child marriage. The most important part of this post is video, which is different that most of UNICEF videos posted on Facebook, because this one is montage created using actors, not like most of the videos they post that are real life footage. However, posts that are created or animated by UNICEF usually gets more attention from its audience. With this video UNICEF wants to convey girls' that are forced to marry emotions and how lost and hopeless they feel. It shows what life will look like for most young Nigerian girls when they are forced to marry and how empowered they feel when they have a choice. Music used for this video is upbeat with chorus singing "I give you the power" and shows how much freedom of choice means to these girls. Video ends with UNICEF asking "Show your support. Share this video. #EndChildMarriage". Number of likes are relatively low for this kind of content, it might be because not everyone knows that child marriage happens in Nigeria, as it does not happen in many cultures and is not relevant for everyone, however this post was shared 1.4 thousand times which is more than average for UNICEF posts and it shows how effective post was and that audience wants to spread awareness and supports UNICEF and this campaign. Most of the comments were supporting, however there were a few comments saying that the information provided is not accurate and that not 3 out of 4 but more likely 3 out of 10 young girls are forced to marry in Nigeria. This shows that UNICEF should prepare information more carefully and precisely as exaggeration or misinformation loses audience's trust and post does not look reliable.

References:

Bullas, J. (2012) 10 Powerful Tips to Increase Fan Engagement on Facebook. Jeff Bullas. [online] [Accessed on 1st April 2020] https://www.jeffbullas.com/10-powerful-tips-to-increase-fan-engagement-on-facebook/