Digital Kindness in Communications: Small Acts, Big Impact
25 August 2025
A Digital Dispatch by Sian Jamieson, Partnership Lead
Random acts of social media kindness are a reminder that the smallest gestures often make the biggest difference. That’s just as true online as it is in everyday life.
In the charity, cultural, and membership sectors, kindness shows up in ways that don’t always make headlines — but they do build trust, spark collaboration, and strengthen communities.
At Pooka, we’ve seen our clients (and our own team) lead the way. A quick reshare, a public thank-you, a free resource offered with no strings attached — these are the digital equivalents of holding open a door.
Simple, thoughtful, and impactful.
TLDR – Digital Kindness in Communications 🐇💛
- Small digital acts — like a reshare, comment, or thank-you — create ripple effects far beyond algorithm boosts.
- Our clients show how kindness builds trust and stronger networks: from libraries amplifying events to charities sharing lessons.
- Sharing is often overlooked in busy comms work, but it’s one of the most powerful ways to support peers and communities.
- Instagram’s new feed-sharing update shows that Meta is starting to value collaboration and amplification more.
- Digital kindness isn’t just a nice extra — it’s a way of working that strengthens resilience and connection across our sectors.
The Digital Ripple Effect
Kindness spreads. One thoughtful comment can brighten someone’s day, one reshare can double an event’s reach, one thank-you post can spark a new partnership.
Digital kindness doesn’t cost money or take much time, but it builds the networks we all rely on.
Instagram’s Shift: Sharing Beyond Stories
Until recently, Instagram limited most reshares to Stories — meaning shared posts disappeared after 24 hours. Now, Meta is rolling out the ability to reshare posts directly to your main feed. It might feel like a small update, but it’s a big signal of how the platform is rethinking what matters.
For charities, cultural venues, and membership bodies, this shift means that a supportive share has more staying power. It won’t vanish overnight, and it tells the algorithm (and your audience) that partnership and generosity are part of the story. In practice, it makes “digital kindness” more visible — and more powerful.
Sharing Matters More Than You Think
In the fast pace of social media management, sharing can feel like the thing that slips to the bottom of the list. When time is short, it’s tempting to focus only on our own updates — the campaigns we’re running, the events we’re promoting, or the stories we’re telling.
When an organisation takes a moment to reshare, it says: “Your work matters, and we want more people to see it.” That kind of endorsement builds trust, sparks collaboration, and often creates opportunities no amount of scheduling could plan for.
Acts of Kindness in Action
Here are just a few examples of digital kindness from organisations we’re proud to work with:
📚 Edinburgh City Libraries
As one of Scotland’s busiest library services, Edinburgh City Libraries use their social channels not just to promote their own events, but to shine a light on others.
Recently, they shared a peer organisation’s cultural event on their Facebook page — giving it a boost to their own engaged audience. That simple reshare extended the event’s reach, connected more people with opportunities in the city, and showed the power of cultural organisations standing shoulder to shoulder online.
💚 Mental Health Foundation
The Mental Health Foundation regularly shares insights and resources to support sector peers and communities. On LinkedIn, they recently shared open reflections and learning from piloting a reduced-activity working model — offering their experience transparently so others could benefit from what worked (and what didn’t).
By sharing lessons so openly, they encouraged other organisations to explore healthier, more sustainable ways of working. It’s a generous act that shows leadership through vulnerability.
🎤 Scottish Poetry Library
The Scottish Poetry Library is passionate about making poetry accessible and shared. On Instagram, they promoted the School of Poets open mic series during the Edinburgh Fringe — highlighting that the events were free for both artists and audiences, and open to everyone from first-time performers to seasoned poets.
By using their platform to spotlight an inclusive, grassroots event, they encouraged new voices to step up to the mic, helping build confidence, community, and creativity.
At Pooka, we try to walk the talk too.
Each week, we actively engage with and amplify the work of our clients and peers across LinkedIn, Facebook, Instagram, Bluesky and even X.com. From resharing campaigns to celebrating sector wins, we use our channels to make sure the good work of others is seen and supported. It’s our way of showing that digital kindness isn’t just something we recommend — it’s something we practice.
5 Small Acts of Digital Kindness You Can Do This Week
Not sure where to start? Here are five easy ways to spread digital kindness right now:
- Leave a thoughtful comment — a few words of encouragement can mean the world.
- Reshare a peer’s post — help their work reach further.
- Offer a free tip or resource — something simple your sector peers will find useful.
- Tag collaborators — shine a light on the people behind the project.
- Add alt text or captions — making your content more accessible is a quiet but powerful act of inclusion.
Why It Matters
In our sectors, where budgets are tight and teams are stretched, kindness is more than a nice-to-have. It’s a way of working. It builds resilience, fosters collaboration, and reminds us that digital comms isn’t just about reach and metrics — it’s about people.
This week, let’s celebrate the small gestures that make a big difference. Whether it’s a like, a share, a kind word, or a helpful resource, every action helps create stronger, kinder networks.
👉 We’d love to hear from you: what’s the best example of digital kindness you’ve seen lately?
Digital Kindness: FAQs
Because it amplifies voices, fosters collaboration, and signals support to peers and audiences. A simple share can spark new partnerships and help communities feel connected.
Not at all. While shares do improve visibility, their true impact is in building trust, widening reach for good causes, and showing solidarity across sectors.
Start simple: commit to one reshare or thoughtful comment a week. Over time, these small, manageable acts create a culture of support that benefits both your organisation and your peers.
Get In Touch
We’d love to hear what you’re up to. Please get in touch using hello@pooka.co or through the form linked below. Don’t be shy!
