Social media can be a valuable tool for climate tech startups when used correctly. It can help startups show their potential to investors, communicate their vision, attract talent, and test their value propositions with customers. By establishing a strong social media presence, startups can increase their reach and create a community of engaged followers.

How to win at social media in climate tech

Provide value to your audience

I know I’ve already said this but repetition is good for memory… To execute social media effectively, startups should focus on providing value to their followers instead of only talking about themselves. By sharing informative content — content that actually helps your audience succeed — you can build credibility and establish your business as a thought leader in the industry.

And yes, that means it’s a two way street. A conversation. You must actually interact with your followers and respond to their comments and messages.

Avoid the echo chamber

It’s important for climate tech startups to avoid only talking to the sustainability crowd. While this is an essential audience, startups should also aim to attract a broader audience and engage with people who may not be as familiar with sustainability issues. This can be achieved by using language that is accessible to everyone and sharing content that is relevant to a wider audience. Remember, even if you’re an interconnected bunch of system thinkers, your audience may not be…

Leverage your brand’s personality and identity

Climate tech startups should also aim to create a consistent and visually appealing brand identity across all their social media channels. By using the same colour palette, font, and imagery, they can create a cohesive and recognisable brand.

How to know it's useful

It's understandable that as academics or engineers, climate tech founders may be inclined to focus on hard metrics and immediate results. However, when it comes to social media, it's important to understand that it's a long-term investment that requires patience and consistency. I would encourage you not to give up on this too soon: it takes consistency before you get your first opportunity, but even before that first op rolls around, using social media is a great way to boost your confidence and test your message.

Here are a few ways to stick to it:

1. Emphasize the power of storytelling: Social media is a powerful platform for storytelling. By sharing their company's story, founders can communicate their mission and values effectively, differentiate themselves from competitors, and build trust with their audience. By consistently sharing valuable and engaging content, founders can create a strong brand identity and cultivate a loyal following over time.

2. Share success stories: Share examples of other climate tech startups that have successfully leveraged social media to grow their brand and engage their audience. Show founders how these startups have used social media to showcase their products, communicate their mission, and attract investors and talent. This can help inspire founders to invest in social media for their own startup.

3. Focus on long-term benefits: Social media is not a quick fix, but a long-term investment that can pay off in the form of increased brand awareness, customer loyalty, and ultimately, revenue. Emphasize the potential long-term benefits of social media, and encourage founders to take a strategic, data-driven approach to their social media strategy. By setting goals, tracking metrics, and regularly evaluating their strategy, founders can ensure that their social media efforts are driving real results for their business.

4. Track the results: You can can measure the effectiveness of your social media approach by tracking engagement rates, website traffic, and customer feedback. By analyzing this data, you can determine which types of content perform best — and which messages land with your audience — and adjust your strategy accordingly.

Overall, it's important to remind yourselves that, as climate tech founders, social media is an important tool for building your brand. For engaging with your audience. But it's a long-term investment that requires patience and consistency.