May 18, 2022

3 TikTok Tips for Nonprofits

2022_Q2_GiveSmart ABC_TikTok for Nonprofits_Blog

What is TikTok? 

TikTok is a short-form, video-sharing app that allows users to create and share up to three-minute videos on any topic. 

In recent years, TikTok became one of the most downloaded social media apps. TikTok is only the fifth non-gaming app to reach the three-billion download level. 

In addition, as of January 2022, TikTok had more than one billion monthly active users worldwide. Amongst these statistics, Statista found that TikTok users watch 167 million hours of videos on the app every minute.  

Did you know? In 2021, TikTok ranked in the top 10 list of platforms responsible for driving traffic from social media to GiveSmart fundraising event sites. And 85% of marketers rank short-form videos as the most effective type of social media content. 

These stats combined prove that TikTok has a large number of possible donors ready to support your mission! 

How can you use TikTok for your nonprofit? 

With users spending more than 14 hours per month on the app (Statista), your organization has the potential to reach users multiple times. The question is, how exactly can your nonprofit organization leverage TikTok to gain more donors? 

Let’s run through three tips on how your nonprofit can use TikTok: 

1. Don’t Forget Hashtags 

TikTok is no longer just for dance videos. The platform allows for all types of individual and business creators to take the stage, get creative, share their stories, gain supporters, and make changes in the world. 

Hashtags are still a big deal on social channels, especially TikTok. TikTok’s algorithm depends heavily on users’ hashtag interests. Hashtags are also essential for helping users discover your content via search. 

Along with hashtags, there’s some evidence that suggests trending topics are more likely to end up on a user’s unique “For You” page (also known as the FYP) or the curated home page for videos related to their likes, interests, and interactions on previous videos or topics. So, it can be worthwhile to watch for what is currently trending and hop into the conversation with related content, but make sure you stay authentic to your mission! 

It’s easy to find what is trending. All you need to do to find out which hashtags are trending is tap on the “Discover” tab and then tap ”Trends” at the top of the screen. 

2. You Don’t Always Need to Keep It Short 

Not a lot of users know this (and TikTok will not come out and say it) but like all businesses, TikTok needs to sustainably grow its revenue. To sustain its growth, it needs longer videos to promote to its users  to sell more ad space. Now, we know this sounds like a negative take, but the best place to be is on the good side of the algorithm in the social media realm. 

Should you always create the maximum length allowed? No. But including a few long-form videos that are related to the hashtags being used can help get the most return from your time and effort. 

3. Find Your Audience 

Roughly 50% of TikTok’s global audience is under the age of 34. 

There are specific subgenres of users for everyone.. You need to figure out whom you want to be engaging with your content. 

A great way to find your target audience is to observe your peers in those spaces and see what hashtags they’re using, and the format being used for content. Use those for your inspiration to get those in that space engaged with you! 

Commenting and liking can also help you build relationships with your specific audience. The hopes are that your responses will inspire others to check out what kind of content you’re creating on your page. 

Don’t forget that building relationships with individuals with large followings (aka “Influencers”) can vastly expand your reach. Find influencers with content or missions that align with yours, get to know them, and encourage them to help you promote your mission. 

The best way to gain exposure and build a movement is to be as active as you can with those that are most likely to support you and convert them into ambassadors to help expand your mission. 

Look at GiveSmart customer the Sacramento History Museum on TikTok. Their account has over two million followers (and counting). The content they produce is diverse, engaging, and fits into a niche that applies to their mission. 

Need some inspiration for TikTok content? 

To be effective on any social media channel, your content needs to be timely and relevant to your followers’ current focuses. The more relevant your organization can be to your followers, the more potential for donor growth. 

If you’re looking to get some inspiration or an overall planning guide, check out our Annual Fundraising Calendar. The 2022 GiveSmart Annual Fundraising Calendar delivers the major holidays, recognized awareness moments, days of giving and connection, and fun days (mostly food-based) worth celebrating and can help you plan and tailor your content throughout the year. 

We can’t wait to watch you create and reach your fundraising goals! 

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The Rotary Club of South Whidbey Island

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MicroFinancing Partners in Africa

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Hope Chest for Breast Cancer

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Literacy Coalition of Palm Beach County