Charity-led mental health campaign Time to Change attracted 25,000 new followers over the course of three days after one of its posts went viral and was shared over 100,000 times.
The post, a video of a text message conversation between two friends to show how someone reacts when a friend reveals they have been struggling with their mental health, has now been viewed nearly two million times.
Time to Change is a mental health campaign led by the charities Mind and Rethink Mental Illness. It now has 88,000 followers on Instagram.
Seb Baird, digital manager at Time to Change, told Civil Society News: “It’s not necessarily a particularly special piece of content for us.”
But he said that using a video of a text message conversation was a compelling way to get across the importance of how people react when others talk about mental health.
“It’s really hard not to watch it,” Baird said. “There’s something magnetic about watching it.”
Instagram’s analytics function is not sophisticated enough for the campaign to easily work out if the post went viral because it was shared by a single influential individual, but they do know that it has been shared a lot through the stories feature.
Time to Change is now focusing on sharing some of its core messages again to keep its new followers engaged, “so that we don’t lose the opportunity of having new people”.