At Something Digital, the BA team were thrilled to hear about elements of NASA’s digital content strategy first-hand. The team took away many learnings and insights. One of the coolest sessions we’ve had the privilege to witness. Here’s our summary of the session:

Out-of-this-world content - Driving meaningful audience engagement across NASA’s digital ecosystem

This was an insightful discussion featuring:

Brittany Brown, Director of Digital & Technology Division, NASA

 

NASA's Digital Strategy: Engaging a Global Audience with 390 Million Followers

NASA’s digital communication strategies are as expansive as the cosmos they explore. At a recent session led by Brittany Brown, NASA’s Director of Digital Communications, attendees were treated to a behind-the-scenes look at how NASA has amassed an impressive 390 million followers across various platforms. Here’s a breakdown of the key tactics, insights, and future plans that NASA is using to connect with audiences worldwide.

Engaging Audiences with Purpose and Precision

NASA’s approach to digital engagement centers around delivering the right content to the right audience at the right time. Aiming for a “cool high school teacher” persona, NASA’s brand voice is both knowledgeable and approachable, which helps to humanize the organization and make it more relatable. Brown emphasized the importance of balancing storytelling with data-driven decision-making, allowing NASA to adapt quickly to emerging trends and cultural moments.

One of the standout strategies discussed was NASA's multifaceted engagement approach, which includes nine essential tactics:

1. Consistent Brand Voice – NASA maintains a steady tone that’s both authoritative and accessible, much like a cool teacher everyone admires.
2. Unique Storytelling – Every piece of content is crafted to tell NASA’s unique stories, from groundbreaking discoveries to day-to-day operations.
3. Trend Engagement – NASA isn’t afraid to dive into pop culture, whether it's through memes, trending hashtags, or collaborating with influencers.
4. Collaboration with Digital Creators – Partnering with creators allows NASA to reach new audiences in fresh and engaging ways.
5. Owning Key Moments – Events like solar eclipses become major opportunities for NASA to engage with its audience, providing real-time updates and information.
6. Humanizing the Organization – By sharing stories from astronauts and scientists, NASA puts a human face on its vast operations.
7. Inclusivity in Content – NASA is dedicated to ensuring everyone can access their content, incorporating ASL interpreters, captions, and alt text.
8. Preferred Content Delivery – From NASA TV to social media, NASA delivers content where audiences want it, including the latest shift to the NASA+ streaming service.
9. Two-Way Conversations – Engagement is a priority, with NASA actively fostering conversations with its audience and welcoming feedback.

NASA+: The Next Chapter in Digital Engagement

NASA’s transition from a traditional broadcast with NASA TV to its new streaming platform, NASA+, marks a significant step in its digital evolution. NASA+ will serve as a central hub for everything from live spacewalks to educational programming, allowing for more flexibility in how NASA reaches its audiences. Brown mentioned that this shift will also allow NASA to leverage emerging technologies and expand its reach to even more people, aligning with the organization’s broader goal of democratizing space knowledge.

Inclusivity as a Core Principle

Inclusivity is woven into the fabric of NASA’s digital strategy. Content is crafted with accessibility in mind, whether through ASL interpretation for live events, captioning on videos, or alt text on social media images. This commitment to inclusivity not only broadens NASA’s reach but also reflects its core values as an organization. Ensuring that everyone can access NASA’s content, regardless of physical ability, is paramount to building a truly global community of space enthusiasts.

Navigating Social Media with Care

Handling social media interactions comes with unique challenges, especially for an organization with such a broad reach. NASA employs a 50/50 split between planned content and trend-based, timely posts. Daily news meetings allow the team to stay nimble and pivot as needed, whether it’s to address a breaking story or participate in an emerging trend. Brown highlighted that a diverse team makes this possible, providing various perspectives that inform content choices and ensure NASA remains authentic.

The Q&A portion of the session also shed light on how NASA handles the less glamorous aspects of social media. Trolls and negative comments are inevitable, but the community of NASA followers often steps in, self-policing and helping to maintain a respectful environment. This community spirit is a testament to the loyalty and engagement that NASA has cultivated over the years.

Celebrity Collaborations and Exciting Initiatives

NASA frequently collaborates with celebrities and brands to broaden its appeal and engage with different demographics. Recent partnerships have included stars like Megan Thee Stallion and Halle Berry, and an upcoming collaboration with Coldplay for International Observe the Moon Night. These collaborations infuse a sense of fun and relevance into NASA’s content, helping to bridge the gap between space science and popular culture.

What’s Next for NASA’s Digital Strategy?

Moving forward, NASA’s focus is on fully transitioning to NASA+ and continuing to adapt to social media trends in authentic ways. By maintaining a flexible approach to content planning, NASA ensures that it can engage with its audience on their terms. Upcoming initiatives, like the Coldplay collaboration, showcase NASA’s commitment to not only observing the universe but also inviting the world to participate in those moments of wonder.

NASA's digital strategy reflects a deep understanding of its audience and a commitment to making space exploration accessible and engaging for everyone. As they continue to innovate and evolve, one thing is clear: NASA is not just about exploring space—it’s about inspiring the next generation to dream bigger, reach further, and understand that the universe is within reach for us all.

 

BA's Final Thoughts 

The BA team couldn't be more thrilled to have had the chance to hear directly from an international expert of Brittany Brown’s calibre. Gaining insights into NASA’s digital strategies and social media achievements from someone so deeply involved in one of the world’s most iconic organisations was both inspiring and enlightening. This unique opportunity has given us a fresh perspective on engaging with audiences on a grand scale, and we're excited to apply these insights to elevate our own digital efforts.