TikTok: Everything your charity wants to know, but was afraid to ask
Everywhere you go these days, people are talking about TikTok. The latest surging social media trend, you’re probably wondering what it’s all about, and if you should be on it? We know there can be a lot of pressure when it comes to social media for charities. There are so many platforms out there, it can be easy to spread yourself too thin. We don’t want to advocate that. But we do want to help your charity track the social media landscape and stay ahead of any potential ‘digital disruptions’. So take five minutes and travel with us into the world of TikTok. Maybe it’s the platform for you, maybe it isn’t. Before you decide, you need to gather the information that will help your charity make that decision.
Ready? Let’s start at the beginning…
What is TikTok?
Starting life as a platform known as ‘Douyin’ in 2016, TikTok is a relatively ‘young’ social media channel. The idea is simple. Snap a 15-60 second video on your phone, customise it with effects, sounds, graphics, captions, and filters. When you’re happy – post! Job done. Not only is your creation live for users to browse, it’s easy to cross-post content to the likes of Twitter, Facebook and Instagram. It’s a concept that’s catching on.
How many people use it?
TikTok is available in around 150 different countries, and has earned itself an estimated 800 million users worldwide. That’s pretty impressive for a platform that’s been around for less than five years. In fact, according to Global Web Index, in 2020 18% of global internet users (outside China) used the TikTok app in the last month (that’s up from 5% in 2018). One of the world’s fastest growing apps, it’s looking set to be a trend that will outlast pandemic restrictions.
Who uses TikTok, and how?
‘Young’ in more ways than one, TikTok has proven itself to be particularly popular with the Gen Z market (folks born in the late 1990s on). But it doesn’t stop there. Research shows that video content, such as that shared through TikTok, can have a broader family appeal. What’s more, lockdown months have seen TikTok users growing up, with more and more millennials signing on to the platform.
And what are they doing?
The average TikTok user spends 500+ minutes on the platform every month. For the most part, content is known for being light-hearted and entertaining. It might not be somewhere you go to catch-up on the news, but content is maturing, with investment (and uptake) in educational content on the rise.
TikTok for charities
Looking at the main user demographics, you could be forgiven for thinking that TikTok simply doesn’t apply to you. But before you write it off, remember. TikTok has a HUGE user-base. One that isn’t just growing, it’s aging. It is quick and easy to use, has one of the highest post engagement rates around, and it allows users to share video content across different platforms.
All the ingredients are there.
When it comes to charities, there are two key threads to explore. Let’s start with TikTok charity fundraising. Mobilised through TikTok for good, the team want their platform to ‘inspire and encourage a new generation to have a positive impact on the planet and those around them’. One of the most obvious ways to do this, is with their new ‘Donate Sticker’. Going live in April 2020, creators can add stickers to their charity social media posts and raise funds for their chosen cause. The Red Cross and Help Musicians were the first UK charities to benefit. The list might still be quite small, but we think it’s set to grow.
But social media for charities isn’t just about direct donations. It is part of a journey, a broader strategy to engage and connect with your supporter base - particularly in these socially distant times. So here are a few tips to help your organisation make the most of TikTok.
How to engage supporters and fundraise with TikTok
- Keep it real: you don’t need a glossy film with high-production value. TikTok is all about creating and sharing authentic content.
CHECK OUT: The Caenhill Countryside Centre. A local farm with a social mission, it’s become something of a TikTok sensation. With almost 168,000 followers and regular updates featuring furry friends, it’s not hard to see why.
- Keep it light and varied: It’s been a rough year, and we all need something to smile about. A break from the doomscroll, TikTok is about entertaining people and bringing joy. So focus your charity social media posts on content that will make people smile.
CHECK OUT: WaterAid. We think it’s the variation that has helped WaterAid build its following. From trivia quizzes, to ‘meet the team’ posts and handwashing challenges, there’s true potential in this charity page.
- Share tips: If you want to take it a bit deeper, educational content is a great way to go. Video snapshots that share tips, info and insights are a great source of TikTok content.
CHECK OUT: The British Red Cross. With almost 400,000 followers, we LOVE how this team engage charity donors with TikTok. Posts are fun, creative, light-hearted and engaging. But there’s a serious message underneath and practical tips galore.
- Run a hashtag challenge: A great way to get people involved, keep the ask accessible and the tag snappy - people will soon start capturing and sharing their progress.
CHECK OUT: #EduTok. Currently the most popular challenge on TikTok, users were asked to create educational and motivational challenges around different themes. With 8.8 million videos created and 48.1 billion views it’s a great example of a powerful hashtag challenge.
- Get people involved: The golden rule of any social media channel. Don’t just talk about you. Start a conversation and create ways for people to interact with your brand.
CHECK OUT: UNICEF. In December 2019, TikTok and UNICEF joined forces to create and end of year campaign. Shared through #TikTokTraditions (and backed by a commitment of $1.5 million), this was a great way for users to share special moments, show their support and raise the profile of UNICEF’s work.
And finally..
Regardless of whether or not TikTok is the right next move for you, its popularity is an important reminder of the role and potential of video marketing. We all know that social media posts with video content prompt more engagement than those without (10 and 20 times more, in the case of Twitter and LinkedIn). Whether yours is created and shared on TikTok, or another social media platform, the world of video content is ready and waiting to be explored.
