By Bassam Al Kantar
Head of Campaign Strategy & Communications
Society for the Protection of Nature in Lebanon (SPNL)
If there’s one thing we know for sure, it’s that social media is in constant motion — and for SPNL, this means staying ahead while staying true to our mission.
2024 reminded us that it’s no longer just about following the trends. It’s about experimenting boldly, sharing authentically, and forging real connections with our communities — locally and globally.
In 2025, SPNL will double down on originality, transparency, and purpose-driven storytelling to amplify our message and grow our online presence. SPNL expanded its digital outreach by establishing a presence on TikTok, Tumblr, and Mastodon, complementing our existing platforms and allowing us to engage with more diverse and dynamic audiences across different online communities.
📱 As part of this shift, SPNL has expanded its digital presence to new platforms — TikTok, Tumblr, and Mastodon — to connect with diverse audiences and test fresh content formats. This expansion reflects our belief in reaching people where they are, while always staying true to our values.
Below are the key trends shaping our strategy this year:
🔟 SPNL Social Media Trends to Embrace in 2025
1. Long-form Content Makes a Comeback
Short-form clips will still have their moment, but we’ll explore longer storytelling formats to highlight our Hima success stories, day-in-the-life field reports, and community spotlights. People are craving depth and meaning, and we’re ready to deliver it.
2. Subtle Advocacy Through Product & Lifestyle Integration
We’ll work with eco-conscious influencers and partners to organically integrate conservation values into their daily content — from traditional crafts to sustainable living. Quiet influence can be louder than slogans.
3. “FaceTime Vibes” with Our Audience
We’re entering a more intimate era of content. Think candid field updates, casual check-ins, and authentic conversations. The goal? Make followers feel like they’re right there with us, walking Lebanon’s trails or planting native trees.
4. Embracing AI (Wisely)
We’ll use AI tools to help draft captions and optimize scheduling, but always with a human touch. Our voice is grounded in local knowledge and real-world action — and that can’t be automated.
5. Nostalgia Core with a Local Twist
Expect retro visuals, vintage Lebanese imagery, and throwbacks to traditional conservation practices. Nostalgia will be used to remind people that nature and culture have always been intertwined.
6. Keyword Optimization for Discovery
We’ll increase discoverability through SEO-smart captions and hashtags. Keywords like “Hima,” “biodiversity Lebanon,” and “nature conservation” will become central to our strategy — because searching on social is the new Google.
7. Platform Selectivity
Rather than trying to be everywhere at once, we’ll focus on platforms where our audiences are most engaged — Instagram, Facebook, LinkedIn, and possibly Threads. Quality over quantity will guide our content plan.
8. Nonlinear Storytelling
We’ll experiment with mid-story hooks and surprise formats — content that starts with action, then pulls people into the full story. It’s time to get creative in how we talk about nature.
9. Exclusive & Gated Content
Through features like Instagram Subscriptions and private WhatsApp groups, we’ll offer behind-the-scenes updates and early access to SPNL publications and events — creating more value for our closest supporters.
10. Instagram: Speaking to the Next Generation
With Gen Z leaning heavily into Instagram, our tone and design will adapt to be bolder, more visual, and story-first — helping us build bridges with the next generation of environmental stewards.
By leaning into these 2025 trends while staying grounded in our mission and values, SPNL’s social media will not only grow in reach, but deepen its impact and resonance with communities across Lebanon and beyond.
Let’s keep innovating, sharing, and inspiring — one post at a time.
