As December draws to a close, it’s time to take out our crystal ball here at Prichard and look ahead to the New Year. Here are three important trends in online communications my colleague Jenna Cerruti and I see happening in 2016 and our tips about how your nonprofit can make the most of these opportunities.

1. Medium Comes Into Its Own

Have you tried Medium yet? It’s a simple platform you can use to tell your nonprofit’s story. Contributors publish stand-alone posts, build collections of like-minded content, or submit work to collections on a topic.

Isn’t Medium just another blog site? Not at all. Here’s the big difference: Medium encourages readers to promote and share content, and it also publicizes posts that attract the most interest across its community.

Medium offers nonprofits a number of advantages to social change communicators, including superior graphic design, excellent analytics, and new ways to connect with your readers. Wired Impact gives good examples of how you can use Medium in this guide for nonprofits.

2. It’s Time to Start Investing in Paid Advertising

Your nonprofit’s Facebook page was once a free and effective way to reach your audience. With recent changes to the Facebook algorithm, however, fewer than 3% of your followers now see your posts.

After you’ve improved the organic reach of your Facebook page and other social media, it’s time to invest in paid advertising. Love them or hate them, paid ads have become an unavoidable part of your online experience.

Advertising for your nonprofits is just a few clicks away. You can now design and pay for social media ads on your own, and get started with a modest budget. Advertising your content will increase your reach, but remember: advertising quality content will attract authentic and loyal supporters.

3. Video is the King of Content

Facebook recently announced that its users logged 8 billion video views per day.

Why are videos so powerful? Because they emphasize visual content and often showcase real people and real moments, which create authentic connections with viewers.

New, free tools like Periscope and Meerkat make video production more affordable and easier than ever before. You can use them to live stream your nonprofit’s annual conferences, site visits or interviews. In doing so, you’ll create authentic connections with your audiences.. Before producing a video, study these best practices to make your video professional and effective.

What nonprofit communications trends do you see in 2016 that we missed? Let us know in the comments below.

Curious about our past New Year’s predictions at Prichard? Here’s what we forecasted for 2015, and 2014. How did we do?