Leveraging TikTok for Your Nonprofit

By Elin Enrooth | August 2022

A person holding out their phone with the TikTok app on it.

Social media is an integral part of any digital marketing strategy. But, no social media platform has grown in recent years like TikTok. The app rose to prominence among a young audience with its bite-sized video content. It's proven to be addictive, scrollable and visible. 

Why Use TikTok as a Nonprofit?

TikTok launched in the U.S. in 2016, and has since reached a whopping 680 million users worldwide. Generation Z has embraced TikTok after eschewing other social media platforms as inauthentic. In fact, 41% of the app's users are between 16 and 24 years old. But, in the past couple of years, TikTok has become more popular among older age groups. 
With its growth, TikTok has also seen expansion in the types of content shared. Rather than lip-syncing and dancing, popular videos are also educational and insightful. For nonprofit organizations, this presents an opportunity to share valuable information.

How to Use TikTok

Learning any new platform can come with a learning curve, and TikTok is no different. But, if your organization has leaned into Instagram Reels, TikTok should be easy to pick up. 
TikTok allows you to record and edit videos and pictures in the app. You can choose to upload existing content or create it in the TikTok app. From there, you can add filters, audio, captions, stickers, and more. When you're ready to post the content, you can add a description and hashtags to help it reach the right audience.
Finding your stride will take experimentation, but once you do, you will reach the right users. Though TikTok offers tools to create your own videos, 68% of users only browse the app. But, less competition among creators means that content will likely find its audience.

Share TikTok Content Across Platforms

You can leverage the content you create on TikTok across your social media platforms. Repurposing content allows you to get more from your creative work. You can share your TikTok videos on:
  • Facebook
  • Instagram
  • Instagram Stories
  • LinkedIn
  • Twitter
  • NextDoor
You can also share content via messaging apps, like Messenger, Slack, and Signal, as well as email. To share content, click the three dots on the bottom right side of your post and choose where and how you want to share it. 
Sharing TikTok content on other platforms alerts your audience that they can find you on the app. This will help you grow the audience.

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Using TikTok for Your Nonprofit

One of the best tools for nonprofits is the TikTok for Good initiative. This feature offers:

  • Advanced analytics to help you create better and more engaging content over time. 
  • Account management to connect you with creators, manage relationships and provide best practices
  • Promoted hashtags to help you raise awareness and drive content creation on the app. 
  • Donation stickers for tappable in-app fundraising.

Promoted Hashtags and Hashtag Challenges

Promoted hashtags can be on any post or to create a hashtag challenge. You can start a hashtag challenge on your own or partner with TikTok to create one. Challenges encourage participation to drive your mission forward.
To create a successful hashtag challenge, be specific. Give participants a clear goal and call to action. Choose a concise and easy-to-type hashtag to avoid typos or confusion. 
Partnering with an influencer gives you the best chance at a successful campaign. Also, promoting the challenge across all social platforms can drive users to TikTok. 

Informational or Educational Content 

Odds are, your nonprofit has a wealth of knowledge about the mission that drives you. Put that knowledge to use in bite-sized infotainment on TikTok. 
For information or educational content, drill down to a specific subject. For example, in a blog post, you may be able to approach several angles of an issue. But in a 60-second video, it's best to be more specific and narrow your focus to one subtopic. 
Talk about what you do, share behind-the-scenes, or educate viewers on the issues you solve. 

Leverage Donation Stickers

Donation stickers launched in April 2020 and offer a tappable way to involve viewers. When they first launched, they were only able to support limited organizations.
Now, to add your organization you only need to create a Tiltify account and provide proof of your nonprofit status.
Creating TikTok content provides a ton of benefits, including increased engagement and visibility. Plus, TikTok offers features that are only available for nonprofits. These exist to help you improve your video performance and brand awareness. For help integrating TikTok into your content marketing strategy, contact us today!

Topics: Digital Marketing