How To Use TikTok For Nonprofits

What Is TikTok?

TikTok is a social media platform for sharing short video content that has exploded in popularity since it was introduced in 2017, with huge growth during the pandemic when people were looking for something, anything, to fight their boredom. TikTok is where it’s at for content creators who are serving up short videos between 3 seconds to 3 minutes long that feature them dancing, singing, telling jokes, sharing funny moments and telling stories.

Ask Our Team About TikTok

Like YouTube, TikTok users push their creativity to new levels to gain more followers, which can earn them more advertiser dollars. And viewers love it because they don’t have to invest a lot of time watching content they’re unsure of because they’re likely to come across videos that are already made popular by other TikTok users so they know they’re getting something good.

The cream rises to the top on TikTok much more quickly and easily than on other platforms, creating a feel-good experience that keeps more eyeballs glued and engaged. TikTok’s algorithm is also incredibly effective in curating content for users based on what they watch.   

The Power of TikTok

TikTok is one of the most popular social media platforms globally, with over 1.9 billion users as of 2023. The platform is especially popular among younger audiences, with 37.3% of its users aged 18 to 24 and an additional 32.9% aged 25 to 34. On average, users spend more than 1.5 hours per day on the app, making it one of the most engaging social media platforms. This high level of user engagement presents a significant opportunity for nonprofits to connect with potential donors who are highly interactive and more likely to support causes they care about.

Benefits Of Using TikTok For Your Nonprofit

Many nonprofits struggle to identify compelling strategies to identify and engage the next-gen of donors and TikTok is certainly worth some exploration. If you’re ever going to experiment on a social media platform, TikTok is the place to do it because it is geared toward short, compelling messages that have authenticity at their core.  This is where you want to experiment with new ways of messaging, putting your best, most passionate team members in front of an iPhone to talk about your impact and how your work is building community. 

As you start to get better at creating content that’s resonating with viewers, you can then double down on what works and extend your brand awareness and donor base. While TikTok was once known for dance-along videos in its infancy, anything can trend these days, including educational and how-to videos that nonprofits can excel at.

TikTok For Good

TikTok for Good levates content that catalyzes social impact, providing a unique opportunity for nonprofits to highlight their initiatives addressing global issues or community needs. Whether you’re creating educational videos about environmental conservation or health initiatives, this platform can significantly amplify awareness and motivate viewers to take action.

To optimize your presence, start by setting your account type as ‘business.’ This unlocks advanced features conducive to professional content creation and detailed analytics. Craft your bio to serve as a compelling elevator pitch, clearly articulating your mission and objectives. Additionally, ensure regular links to and from your TikTok content to integrate with your activities on other social platforms, thereby enhancing your overall digital footprint and creating a cohesive online presence.

How To Use TikTok As A Nonprofit

Ready to get started? Remember that this is where you experiment and there is no such thing as failure when you’re getting started on TikTok. Have fun, see what works and do more of that.

Authenticity

Authenticity is key on TikTok because nearly all videos tend to be very casual, and far less curated than the content you’d find on Facebook, Instagram or LinkedIn. Think short, compelling, urgent, emotional, or funny soundbites. This isn’t the place for the glossy four-minute overview video that is placed on your homepage. This is your “elevator pitch” where you only have a few sentences to get your point across. 

Tiktok moves fast and you’ll have to try and keep up with it. Hopefully, you’re enjoying the experience as much as others do and this isn’t a work task you must do but rather something you enjoy doing.

Anyone can go viral on TikTok, regardless of the number of followers they have. That’s the beauty of this platform: anyone with a good video can go viral if you tap into the right trend and people share your work with others.

Step-by-Step Guide to Creating Engaging Content

Creating engaging content on TikTok requires planning, creativity, and a clear understanding of your audience.

Research and Plan

Strategic Content Planning

Content Themes

Develop core content themes that reflect your nonprofit’s mission. For example, “Volunteer Stories” or “Impact Highlights” could be recurring topics.

Consistency

Use a content calendar to schedule posts during peak activity times. Consistent posting keeps your audience engaged and signals to TikTok’s algorithm that your account is active. Post all the time if you’ve got the content for it. This app favors the noisy ones. You’ll have to compute your cost/benefit analysis of seeing if the time you’re spending gathering content is worth the effort of posting on a daily basis but if it is, post as much as you can. If you’re scheduling video recording sessions with anyone on your team, have five to ten videos in mind for them so you can save them in the story bank and maximize their time. And when you get really good at building your content stream, look into using a posting tool to schedule the content dissemination on TikTok.    

Script and Storyboard

Crafting the Narrative

Storyboarding

Even short videos benefit from a clear structure. Outline the key scenes, transitions, and the narrative arc to keep your video engaging.

Effective Scripting

Write concise scripts with a strong hook to grab attention in the first few seconds. Every word should serve a purpose, making your message clear and impactful.

Visual and Audio Planning

Shot Composition

Plan your shots with attention to angles, lighting, and framing to maximize impact. Incorporate educational elements creatively to inform and engage users. For example, use the Green Screen feature to provide commentary on current events or to explain complex topics visually.

Audio Elements

Choose audio that complements your visuals—whether it’s voiceovers, background music, or sound effects—to enhance the storytelling.

Optimize for TikTok’s Algorithm

Leverage TikTok Features

Utilize in-app features like filters, effects, and trending sounds to enhance your content and increase its appeal. The algorithm often favors content that uses these features, so experimenting with them can give your videos a competitive edge.

Hashtag Strategy

Use a balanced mix of trending and niche hashtags to reach both broad and targeted audiences. Regularly update your hashtags based on current trends by checking the Discover section on TikTok. Maintaining a glossary of relevant hashtags for your niche can save time and ensure consistency across your posts.

Stay Current with Trends

Participate in trending topics or challenges that align with your nonprofit’s mission. The algorithm tends to promote content that is timely and relevant, so keeping your content fresh and engaging is key to maintaining visibility. This not only keeps your content relevant but also increases the chances of it being discovered by new audiences.

Content Duration

Keep your videos concise and engaging to ensure viewers watch them to the end. High completion rates signal to TikTok that your content is valuable, which can boost its visibility.

Key Metrics

The algorithm favors content that generates high engagement—such as likes, comments, shares, and video completions. Focus on creating content that encourages interaction, such as asking questions or prompting viewers to share their thoughts in the comments.

Continuous Improvement

Regularly analyze your TikTok insights to understand what content works best. Track engagement rates, viewer demographics, and content performance to refine your strategies and maximize your outreach efforts.

Engagement Strategies

TikTok’s interactive tools provide nonprofits with unique ways to engage their audience and foster community connections.

Duets, Stitch and Influencer Collaboration

• Duets: Collaborate with others by creating side-by-side videos. This feature can be used to share supporter stories, respond to content, or amplify voices within your community.
• Stitch: Clip and integrate parts of another user’s video into your own. Use this to add context, provide additional information, or react to relevant content, making your videos more dynamic and connected to broader conversations.
• Influencer and Micro-Influencer Partnerships: Collaborate with influencers who align with your mission. Influencers with large followings can significantly boost your campaigns, while micro-influencers, who have smaller but highly engaged audiences, can help you connect with niche communities. Influencers can lend credibility to your cause and help expand your reach.

TikTok LIVE

• Q&A Sessions: Host live Q&As to engage directly with your audience, answer questions, and build transparency.
• Behind-the-Scenes: Take viewers behind the scenes of your work, offering real-time insights into your nonprofit’s daily activities.
• Fundraising Events: Use TikTok LIVE for interactive fundraising events, engaging viewers in real-time to boost donations. Take advantage of TikTok’s built-in donation tools to facilitate fundraising directly through the app. This seamless integration can significantly increase the likelihood of donations, as it allows users to contribute without leaving the platform. To learn more about Tiktok Fundraising, visit our guide here.

Polls, Q&A Stickers, and Challenges

• Polls and Q&A Stickers: Engage your audience by asking for their opinions or letting them submit questions before a live session, making your content more interactive.
• Challenges: Launch or participate in hashtag challenges to increase visibility and encourage community involvement.

Respond to Comments and Create ‘Reply’ Videos

Regular Engagement: Engage with your audience by replying to comments and creating ‘reply’ videos based on their feedback. This fosters community and encourages reciprocation, helping to expand your reach.

Amplifying Your Reach with Paid TikTok Advertising

While organic growth is powerful, TikTok’s paid advertising options can further amplify your message, ensuring it reaches a larger and more targeted audience.

• In-Feed Ads: These are short videos that appear in users’ feeds as they scroll, blending seamlessly with organic content. Use these ads to highlight key campaigns, promote events, or drive donations.
• Branded Effects: Create custom filters, stickers, or effects that users can apply to their videos. This not only increases brand awareness but also encourages creative interaction with your cause.
• TopView Ads: These are premium placements that appear as the first video when users open TikTok. They guarantee high visibility and can be particularly effective for major campaigns or announcements.

Ready to take your TikTok strategy to the next level? Our expert team can help you craft and execute powerful paid advertising campaigns that resonate with your audience and drive real results. Let’s Talk! Contact us today to discover how we can help you harness the full potential of TikTok ads to achieve your goals.

Additional Tools and Resources

• TikTok Pro Account: Upgrade to a Pro account for access to analytics that offer insights into your audience, reach, and video performance.
• TikTok Creative Center: Explore resources to enhance your content creation skills.
• Third-Party Tools: Consider using tools like Canva for video editing or Hootsuite for social media management.

If you’re looking to expand your network and potential donor base, particularly among younger audiences, you should check out TikTok and start experimenting. And most importantly, have fun with it and you’ll see the rewards!

Ray Delgado