How Nonprofits Can Use TikTok for Increase [Case Study + Examples]

TikTok has shaken up the digital panorama — and its explosive disclose over the previous 300 and sixty 5 days means that or not it’s right here to pause.

Although or not it’s an entertainment-first platform, TikTok is greater than true Gen Z dance challenges.

We’re seeing an rising number of social impression and non-earnings purchasers exhaust TikTok to repeat, educate, buy, promote, and carry funds and consciousness.

Right here, let’s discover pointers and best practices for nonprofits taking a gaze to leverage TikTok for disclose.

Is TikTok exact in your nonprofit?

Setting up a presence on a model recent social media platform is progressively a huge mission. As with all platform, or not it’s predominant to evaluate whether or not or no longer or not it’s a pleasant match for your group, and whether or not or no longer this can almost certainly almost certainly perchance allow you to fulfill your targets.

Prior to diving in, or not it’s predominant to create particular that your efforts hasten into areas and platforms that your viewers already makes use of.

First, create particular TikTok helps attain your group’s goal viewers. Keep in mind: over 50% of the apps’ clients are beneath 32 years aged, and over 41% of TikTok clients are between the ages of 16 and 24, based mostly totally on Qgiv.

You moreover mght can are looking for to evaluate whether or not or no longer your group can organize a TikTok channel. Must which it is likely you will be titillating about whether or not or no longer your group has the flexibility to create a TikTok presence, the 1st step is to rely on — and consider — the individual or crew who manages your social media.

Each different factor to raise expose of is the vogue TikTok prioritizes raw, actual, unedited, and individuals-first movies. On this platform, hyperlink posts or polished graphics and duplicate may perchance perchance additionally no longer decrease it. Keep about whether or not or no longer you rating gotten employees prepared to create movies for the fable, or whereas you rating gotten the funds to rent creators and influencers to create your presence.

Having an worker kick off your TikTok fable is a obedient initiating degree, however it be no longer probably the most helpful method. TikTok’s creator market is the platform’s actual collaboration middle that connects producers and creators to withhold out paid and reward-based totally campaigns. This is a obedient initiating degree for nonprofit’s which may perchance perchance be recent to TikTok.

8 Recommendations + Easiest Practices for Nonprofits on TikTok [+ Examples]

After you rating distinct TikTok will will allow you to achieve your targets and goal viewers, and likewise you rating ensured you rating gotten the assets to withhold a watch on the platform, or not it’s time to get into some pointers that may assist nonprofits switch missions ahead with high quality TikTok drawl materials.

1. Ingenious is the primary half for fulfillment.

Your drawl materials is each factor on this platform. As famed above, polished images and movies may perchance perchance additionally no longer decrease it. You want an precise individual (whether or not or no longer that be an worker or creator from TikTok’s Creator Market) to commit to creating movies which rating high-performing components.

2. Use the principle of “entertainment-first”.

Keep in mind the reality that TikTok is an leisure platform earlier than each factor.

The American Kennel Membership (AKC) makes use of Fb to portion pointers and articles about canine care — adore this submit that includes the actual canine raincoats — to position its location as an authority in canine welfare.

AKC’s TikTok, then once more, has a definite goal: to buy audiences with lovable canine movies. This TikTok submit succeeded no longer by instructing about canine care, however by exhibiting off the extraordinarily lovable Pekingese breed at a canine expose.

3. Leverage expertise to boost your movies to life.

Greater than one in three viral movies featured an individual speaking for the size of the primary three seconds, based mostly totally on a most modern prognosis of over 600 viral TikTok movies by SemRush. That includes correct people to your video drawl materials is essential, and it affords your group the probability to focus on and uplift a numerous neighborhood of voices.

There are a couple of key locations it is likely you will perchance be able to supply expertise from — as an illustration, elevate expose of provocative of us from a amount of departments of your group to originate or huge identify in drawl materials, or faucet into the platform’s tremendous provide of creators.

The It Will get Higher Problem faucets appropriate right into a neighborhood of creators that they’ve established relationships with — adore this video that includes Zoe Stoller — to originate gratifying, informative drawl materials for his or her web page.

4. Cease sooner than developments and catch attention-grabbing creations from the Stare web page.

Traits are frequently circulating on TikTok, and the actual method to know which drawl materials, audio, hashtags, or concepts are going viral on the platform is to buy with the Stare web page. Keep of this web page because the hub for probably the most conventional drawl materials on the app. This residing additionally entails featured placement for paid media.

On the Stare web page, it is likely you will perchance look a sequence of trending hashtags that you will be able to click on on through. The hole of movies that appear beneath every and every hashtag are movies that both began the sample or customary movies which may perchance perchance be related to the trending hashtag.

It is a good understanding to exhaust these examples as inspiration when rising recent movies, however a TikTok method will rating to by no means focal degree totally on reacting to viral developments.

5. Machine TikTok adore a licensed human — no longer a put.

Establishing your group’s identification or persona is extreme when setting up a drawl materials method which functionality is the 1st step in attracting an engaged viewers.

As famed earlier, Gen Z — a primary viewers on this app — favors authenticity greater than their millennial counterparts. As another of making an attempt to attraction to an enormous viewers, lean into your group’s titillating information corrupt and informative storytelling.

Must you’ll no longer be particular find out how to create a TikTok persona in your group, start up along with your mission commentary! From there, it is likely you will perchance be able to slender down which drawl materials buckets it is likely you will perchance perchance are looking for to focal degree on, and within the crash the type of movies which it is likely you will be looking for to create.

AKC posted this video of a canine competing in an agility contest — and regardless of being filmed on a smartphone, the TikTok earned over 2 million views. Costly devices is no longer predominant to get extremely partaking drawl materials.

6. Use a account arc.

Films must rating a concise initiating, middle, and pause. Keep in ideas mapping out key fable fundamentals paying homage to a hook, introduction, inspiring flip, and supreme pay-off sooner than executing a TikTok. Storyboarding can assist to streamline the filming course of, and it provides pointers for folks who’re recent at rising this type of drawl materials.

In preparation for It Will get Higher Problem’s natural TikTok promoting marketing campaign promoting the “50 States. 50 Grants. 5000 Voices.” grant program, the Media Motive crew developed a account construction and pattern script to correspond with the promoting marketing campaign’s branded hashtag.

Mapping out a pattern account arc and occasion script turned as soon as predominant as an example how the overarching promoting marketing campaign would function on the platform. It additionally served as a licensed process to portion with expertise who would finally elevate half within the rising drawl materials for the TikTok promoting marketing campaign.

Media Motive partnered with the TikTok crew to rep concepts on the account arc and branded hashtag — and, in consequence, It Will get Higher Problem’s promoting marketing campaign turned as soon as featured on the TikTok Uncover web page.

7. Attend it concise (15-30 seconds), and get to the extent.

Assure to show your followers the lesson or motive of the video for the size of the primary three seconds … That is progressively you get sooner than the reasonable person swipes.

You may perchance perchance be able to with out issues give up an attractive introduction by the exhaust of textual drawl materials on the cowl cowl, narration, or front-loading the video with probably the most salient information.

Keep in ideas, as an illustration, this Pure Useful resource Safety Council (NRDC) TikTok video, which educates viewers on the infrastructure tools in a mere 30 seconds: 

8. Encourage co-introduction.

When crafting a drawl materials method, you do not should start up from scratch. Leverage in-app devices to advertise dialog and engagement with current audiences that overlap along with your rating — this can almost certainly almost certainly perchance be through TikTok’s duet, react, acknowledge with video, and sew components.

Encourage your viewers to rating a dialogue along with your group through the exhaust of polls or Q&As. Additionally, neighborhood administration is essential on TikTok, so create particular to acknowledge to any questions you obtain to your suggestions (or within the remark portion of a amount of viral TikToks).

Throughout the crash, TikTok is right here to pause, and it provides the substitute to affix with an viewers which it is likely you will even no longer in any other case attain. As with all platform, or not it’s predominant to evaluate whether or not or no longer or not it’s a pleasant match in your group and targets.

After you rating distinct whether or not or no longer a TikTok method can assist your group attain its desired viewers and targets, embrace these tips to create particular success. Keep in mind: Experimentation and creativity are key! The time and power you make investments on this platform to rep put consciousness may perchance perchance additionally result in viewers loyalty and obedient high quality conversions.

Media Motive’s Patricia Camerota (Social Media Strategist) and Janine Guarino (Affiliate Social Director) contributed to this submit. 

Firstly printed Mar 21, 2022 7: 00: 00 AM, up so a methods March 21 2022