Overview
DemCast is the largest digital amplification network on the left, mobilizing tens of thousands of grassroots social media users to spread pro-democracy messaging across social media platforms. Using tactics like social media swarming, algorithmic boosting, and disruptive commenting, DemCast volunteers work to combat disinformation and ensure accurate messaging reaches broad audiences.
In 2024, DemCast integrated Reach Content Sharing into their strategy, significantly expanding their volunteer engagement and content reach. With over 3,500 volunteers and nearly 700,000 pieces of content shared, Reach became an essential tool in DemCast’s digital messaging strategy.
Opportunity
Engage Digital Volunteers to Combat Misinformation and Spread Pro-Democracy Messaging
DemCast’s mission is to leverage everyday social media users to amplify progressive messaging and push back against disinformation. To do this effectively, they needed:
- A cost-effective, scalable content-sharing platform.
- A tool that allowed volunteers to share timely, vetted messaging quickly.
- A space where volunteers could communicate and coordinate directly within the platform.
While DemCast has a tool for organizing and implementing social media storms, in 2024, they realized they also needed a content-sharing tool to empower daily content amplification. While content-sharing platforms in the commercial space existed they were prohibitively expensive and lacked essential features like volunteer chat spaces to engage and mobilize. When DemCast leaders Nick Knudsen and Jamie Carter first saw Reach’s content sharing capability, they immediately recognized its potential for widescale digital mobilization.
Solution
Why DemCast Chose Reach
By partnering with Reach, Demcast was able to scale their digital organizing and easily pivot between responding to misinformation and proactively setting the tone of online conversations.
- Affordability & Functionality: Reach was cost-effective while offering advanced content-sharing tools including the ability to enable user-generated content, and to receive content feedback to adjust strategy.
- Volunteer Engagement: Reach provided features to highlight mission critical content to all users, and in-app chat spaces, making it easier for volunteers to communicate, ask questions, receive guidance, and build the DemCast community.
- Admin Flexibility: Admins could upload content directly from their phones, as well as approve user-generated content, streamlining the content approval and distribution process. They could also create and subscribe to shared galleries with like-minded campaigns for greater message penetration.
- User-Friendly Interface: Volunteers could quickly identify new content and track what they had already shared, as well as easily access suggested copy.
Implementation
Integrating Reach into DemCast’s Strategy
DemCast incorporated Reach into their workflow in several key ways:
- Content Library Access: Volunteers used Reach to browse and share fresh, vetted messaging daily.
- Volunteer Recruitment & Training: New volunteers were recruited via word of mouth, Substack, and social media calls-to-action, then onboarded through monthly new member welcome sessions where they were trained on using Reach.
- Chat & Coordination: A Q&A chat within Reach helped volunteers get support from moderators and organizers as well as build community with one another.
- Real-Time Rapid Response: Demcast used Reach for live event rapid response, ensuring key messages spread quickly during major rallies and political moments.
Results
Measurable Impact
Reach proved to be a game-changer for DemCast’s digital organizing efforts.
- 700,000+ content shares from Reach’s Content Library.
- 3,500+ volunteers actively engaged.
- A huge spike in engagement when Kamala Harris became the nominee.
- Like-minded organizations leveraged Demcast’s shared galleries in Reach, engaging even more movement volunteers in sharing pro-democracy messaging.
- Content tagged with campaign hashtags reached hundreds of thousands of people across social platforms.
Key Takeaways
Lessons for Other Organizations
Demcast’s advice for other organizations considering Reach:
- “Don’t ignore the content-sharing feature.” It’s a powerful tool for amplifying key messages at scale.
- Prioritize volunteer engagement. Word-of-mouth recruitment and peer-led training drive successful digital campaigns.
Looking Ahead
DemCast and Reach, a Long-Term Partnership
DemCast is ramping up content sharing efforts and plans to expand its use of Reach in future election cycles. As digital mobilization continues to evolve, tools like Reach will remain essential in the fight for accurate, pro-democracy messaging in online spaces.
