At this point, you’ve heard of TikTok. What was once a haven for the young and tech-savvy is now the fastest growing social platform in the world. And it’s not just for young people anymore.
Your donors are on TikTok, and your nonprofit should be leveraging the platform’s power to reach potential donors. Let’s explore TikTok for nonprofits and have you ready to get going.
What is TikTok?
TikTok is a social networking platform for users to post short videos that range from a few seconds to a minute in length (and up to three minutes for select creators). Videos auto-play as you scroll through the app, and to see the next video you simply swipe up on your mobile device. The simple format and ease of navigation through large amounts of content make it an easy app to get lost in. It’s that ease of use that has propelled TikTok to over 1.1 billion active monthly users worldwide.
Started in September of 2016, TikTok hit its first billion app downloads in February of 2019. After that, it only took until April of 2020 for the app to hit 2 billion downloads. In January of this year alone, TikTok hit 61 million downloads. This growth hasn’t come without its share of controversies, but despite it all TikTok users are still spending nearly 1 hour per day on the app.
TikTok Myth: TikTok is only for teenagers.
While it may have skewed young in its early days, it’s now estimated that over 64% of TikTok users are over the age of 20. This number continues to grow as more and more adults adopt the platform.
In addition to its rapid ascent to becoming a social media giant, TikTok boasts one of the highest engagement rates of any social media platform. TikTok users post more, comment more, and most importantly: share more. The “share” button is featured on the interface the same size as the “heart” and “comment” buttons. A simple tap gives the user a chance to share the content across multiple social media platforms, via text, or copy the link to post anywhere else.
The TikTok algorithm also prioritizes videos that are shared widely in its feeds. The prioritized sharing system coupled with the quick format gives viral potential to every piece of content on the platform. That virality is exactly why your nonprofit should consider jumping into this platform with both feet.
Should my nonprofit be on TikTok?
If your nonprofit needs more donors, then yes, your nonprofit should be on TikTok.
One of the biggest challenges facing nonprofits in 2021 is the ability to be recognized. As more and more organizations adopt digital platforms for messaging, the need to stand out is more important than ever. TikTok is a great opportunity to reach people in a new and unique way, which will leave a lasting impression.
These days platforms can come and go as quickly as you can download them, but TikTok shows no signs of slowing down. The best time to capitalize on the growth of the platform is right now. Any time you have a chance to not just broadcast your message to millions of people, but also interact and engage with them, all for free, it warrants serious consideration. TikTok content doesn’t have to include viral dances, political rants, or the latest crazy trends. There are lots of different ways you can use TikTok to further your mission.
3 ways to use TikTok for your nonprofit
You can get as creative as you want with TikTok, but here are three of our favorite ways to use it.
Story time
We’ve touched on the importance of storytelling in your nonprofit communications in the past, and with TikTok it’s no different: storytelling is key. The quick nature of the platform demands that you tell a compelling story in a very short amount of time in order to retain the attention of the user.
Social challenges
It’s a platform perfect for creating the next viral social challenge. TikTok uses hashtags just like other social media platforms, and they are a huge resource for your nonprofit. Start your own hashtag or hop on to the latest applicable trend to increase your visibility.
Behind the scenes
Some of the most popular social media content isn’t what you would expect. Showing viewers the inside scoop on what it takes to make a nonprofit thrive can be just as impactful as telling a story, and has the added benefit of making your mission more approachable.
In addition to being a fantastic option for content, TikTok includes the opportunity for nonprofits to receive donations directly through the app. Donation Stickers is a feature that will allow users to coordinate fundraisers directly on their videos in the app. As they continue to develop this program, it can make for a fantastic way to get a donation form in front of thousands of new eyeballs.
In short, TikTok can be a great tool for your nonprofit to increase visibility and make your mission more accessible to a huge user base of engaged viewers.
How do I get started?
Before you get started on any new platform, it’s important that you have a plan. Ask yourself the important questions, like:
What are your organization’s goals?
This might be visibility, increasing follower counts, increasing donors, or even just promoting a specific effort. Having specific goals keeps your content focused and on message.
How often do you want to produce content?
One of the quirks of TikTok is that it rewards higher volumes of quality content. It is definitely a commitment to come up with one (or more) compelling things to post every day, but if your organization has something to say don’t be afraid to say it repeatedly.
What brand voice are you projecting?
Making sure your content stays consistent with your organizational values is key. It’s easy to get caught up in the humor of certain viral trends, but always keep your eye on the ball and make sure every piece of content you produce is furthering your mission.
Get Started with Your Nonprofit TikTok Account
Once you’ve established your plan, it’s time to create an account. All you need is a smart phone with internet access, and an active phone number or email address. Then just download the TikTok app and register your account.
When creating an account, you’ll have the option to choose between two different “Pro” account options: Business or Creator. We recommend the Business account because it gives you access to deeper post analytics, an email button on your profile page, and a direct link to your website on your page. Those tools are crucial for turning viewers into supporters.
Once you set up your account, and enter all the requisite information, you’re all set to start browsing and creating content. Congratulations! Your nonprofit is on TikTok and can start leveraging the fastest growing social media platform in the world to further your mission.
Finally, you want to make sure that you aren’t treating TikTok as another broadcasting platform. The true value in any social media platform is to connect and engage with your donors and potential donors, and TikTok is no different. Go out, comment, like, and share videos that align with your brand mission, and you’ll start to see the benefits of using TikTok for your nonprofit.
Once you get started, share your TikTok page with us, we’d love to see what you’re up to.
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