In 2021, TikTok had over 1 billion users. The biggest draw of this app is the ability to post a short video about anything: dance challenges, travel tips and cooking hacks. What started as another social media network for individuals to share content is now seen as a must-see advertising platform for organizations to spread their message.
With an even split in demographics, age groups from 10-19 and 50+ are all active users of this app. For your nonprofit, this means you can target community supporters of all ages who can be potential long-term donors, volunteers, and activists standing behind your cause.
If you’ve been on the fence about using TikTok as part of your nonprofit’s social media marketing strategy, keep reading. This article outlines why your nonprofit needs to be on TikTok and how to make these short, catchy videos a regular part of your posting schedule.
What Is TikTok?
Formerly known as Musical.ly, TikTok is the world’s fastest-growing social media app. It allows users to create and post creative short-form videos (up to three minutes) using a variety of filters, songs, and other features.
TikTok started primarily as a leisurely app for teens and young adults to film a fun snippet of their day and share it with the world. However, its audience has expanded and diversified over the last few years, and all kinds of people, including businesses and nonprofit organizations, are using TikTok to increase brand awareness and attract new customers.
Why Should Your Nonprofit Use TikTok?
There are lots of reasons to add TikTok video creation to your nonprofit’s social media strategy, including the following:
1. Utilize “TikTok for Good“
TikTok wants to inspire individuals to have a positive social impact and spread kindness, encouraging others to get involved and make an impact where they work and live. So much so that they’ve created TikTok for Good. When you become part of the TikTok for Good community, you are offered the following:
- Advanced Analytics– data and insights to gauge the effectiveness of your videos and the growth of your audience over time.
- Account Management– personalized guidance to assist you as you learn and navigate through the app.
- Promoted Hashtags– create a unique hashtag and allow your audience to upload videos under that hashtag
2. Better brand awareness
Nonprofits must worry about branding just as much as for-profit businesses and organizations. Using TikToks helps more people to become aware of your nonprofit and helps them to feel a stronger connection to your mission and values.
3. Increased recognition of your cause
TikTok has a ‘For You Page,’ acting as the main homepage that appears when a user first opens the app. The ‘For You Page’ will populate content that is personalized to that user’s interests based on previous search activity and behaviour. This algorithm ensures your cause is actually being seen by users who are interested in areas of social change, community giving, and acts of kindness.
4. Increased donations
Upon discovering your video content on TikTok and learning more about your cause, individuals may decide to make a donation as their first action. You can even include links to your donation page from TikTok to make it easier for people to make donations directly from the app.
5. Greater number of volunteers
Not everyone has the funds to donate to your organization. However, they may still feel connected to your cause and will want to engage in other ways. For example, they may choose to get in contact with your nonprofit to see if any volunteer opportunities are available at that time.
How to Integrate TikTok into Your Social Media Strategy
At this point, you’re likely convinced that TikTok should be part of your social media marketing plan. If you’re not familiar with TikTok, you might be wondering how you can use the app to see the best ROI.
Here are some essential tips to keep in mind when you start using TikTok:
1. Personalize Posts
If your posts are too generic, people are going to scroll past and won’t connect to your organization. Look for ways to personalize videos whenever you can, from sharing behind-the-scenes clips, introducing your staff, or highlighting the community members you’ve helped in the past.
2. Post Regularly
The more consistent you are, the better. TikTok rewards your account with more visibility when you post regularly; therefore, aim to share videos at least 3-4 times per week, if not every day. Once you have maximized growth with a large following, posting multiple times a day is encouraged.
3. Track Trends
Dedicate some time to scrolling on TikTok and checking out the latest trends. This will help you to come up with ideas for future videos and ensure your content is catered to the preferences of your target audience. In addition to scrolling, you might want to search some of your competitors on TikTok and pay attention to the types of videos they publish.
4. Use the Right Hashtags
As is the case with other types of social media platforms, adding hashtags to your post expands your reach and helps you to get in front of more potential donors. In addition, consider creating your hashtag challenge to gain more attention and generate more engagement from your followers.
5. Vary Content
Once you find a style of video that works, it may be tempting to stick to that style and never deviate from the formula. Don’t be afraid to shake it up and experiment with longer videos, film more content in the community, or even partner with a nonprofit influencer.
6. Go Live
TikTok’s new live feature is a great option for you to connect with your followers in real-time. You can use the live feature to share behind-the-scenes information, make big announcements, conduct interviews with staff members, and answer your follower’s questions.
Top Nonprofits Using TikTok
Currently, lots of nonprofits are successfully using this app to grow their audiences and further their missions. The following are some of the best examples we’ve found:
The American Heart Association has an impressive TikTok presence dedicated to encouraging people to take better care of themselves and their cardiovascular health. They post daily and incorporate all kinds of exciting, engaging videos. They also host challenges during Heart Health Awareness month to generate even more awareness.
The ASPCA’s TikTok profile has it all: entertaining videos, heartwarming music, and, of course, adorable animals. They’ve cracked the code and are one of the best accounts for nonprofits (especially those committed to supporting animal welfare) to emulate.
Pencils of Promise is a nonprofit organization dedicated to providing kids all over the world with quality education. This nonprofit doesn’t have as large of a following as the others on this list, but they are still doing a great job of creating varied, personalized, and unique content, so it’s only a matter of time before their follower base starts to grow.
Start Using TikTok Today
If you want to reach a larger audience, generate more donations, and get more people interested in volunteering, adding TikTok to your nonprofit’s digital marketing strategy is a must. Keep the tips discussed above in mind so you can start achieving your goals today.