TikTok for Nonprofits: Using TikTok to Engage New Audiences

by Cameron Ripley  |   |  Strategy  |  0 comments

3 min to read ✭ In this post, we’ll dive into the world of TikTok and how you can take advantage of it for your nonprofit.

Today we’re talking about TikTok for nonprofits. It’s about time. With such explosive user growth, we’d be remiss not to bring it up. Whether you like it or not, if your organization is trying to engage Gen Z at all, TikTok is a tremendous place to do that. There is so much attention there. There are now over 1 billion downloads and the growth is incredible, faster than many of the major social networks today, with 41% of users between the ages of 16 and 24. 

What is TikTok?

TikTok is a popular social media app that allows users to record, like, and share short videos created by other content creators. Known for its smart algorithm that learns what type of content you enjoy watching, TikTok enables people to create content that reaches broader audiences organically.

What Can TikTok Do For Your Nonprofit

A great nonprofit marketer is always playing in the sandbox of what’s up and coming because those skill sets, whether you’re on TikTok long-term or not, will be applicable in the future. People started with posting on Snapchat, but now those skill sets are being applied extremely well to Instagram stories. It’s more about learning and understanding what people are using, where people’s attention is. With that, it’s clear that TikTok is gaining a ton of attention, especially for Gen Z. 

Reach a New Generation

Connecting with the younger generation can be difficult with more traditional methods like direct mail, which is why it’s crucial to adapt and get your nonprofit in front of them on new platforms like TikTok. By starting now, you’re ahead of the curve and can really build a following.

Repurpose Existing Content

One of the best features of TikTok is how easy it is to record and edit custom videos directly from your phone. If the thought of recording yourself for a TikTok video isn’t appealing, don’t worry! You’re able to upload and edit any existing video you’d like. Perhaps you have footage from the last in-person event you threw before Covid-19 that your audience would enjoy seeing. Whatever your videos may be, TikTok is a great opportunity to finally use some of the footage that’s been sitting on a memory card for years. 

Spread Your Message Organically

Some of the most successful videos on TikTok were ones created without the intention of going viral. TikTok users are savvy when it comes to spotting artificial content that feels fake and rewards content that appears natural. While it’s not easy to create something that will go viral, the beauty of TikTok is that videos can easily reach hundreds to thousands of people if it gets picked up as something that might be interesting to a certain audience. This gives nonprofits the opportunity to create fun, valuable content that spreads their message while keeping things authentic.

Tips for Nonprofits Using TikTok

The call to action here is that you need to check it out. You can start by creating an account and getting a handle on your organization. There are already nonprofits using it, so get out there and see what others are posting! Use their content as inspiration to get started for your own organization. TikTok is a short-form video platform, often with music involved, but the best part is that you don’t need to be a professional, you don’t need any expensive equipment. All you need is your phone and an idea! Here are some other tips for getting started on TikTok:

Utilize the Creativity of Younger Employees

If signing up for and using TikTok seems daunting, consider tapping some of your younger employees or volunteers to help! They might be more excited and more familiar with the platform, and it would give them an opportunity to take on a greater role within the organization. Either way, if you’re trying to reach a younger audience, you should consider enlisting the help of someone within that age range to do so.

Create Videos With A Purpose

The point of using TikTok for your nonprofit isn’t simply to have fun, but to reach and engage with a larger audience. If each video is created with a purpose, it will seem more authentic, and will be more likely to receive positive feedback. It’s ok if the purpose of one video is to make someone laugh, and for another one to be to spread awareness about a social issue. The purpose isn’t to only create videos that spread your message, but to create videos people want to watch. Focussing on a purpose for each video will help ensure the content is enjoyable to watch.


Cameron Ripley

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