A brief 20-second video may attain hundreds—if not hundreds of thousands—of viewers. TikTok’s highly effective algorithm doesn’t simply favor influencers; it’s additionally a useful software for amplifying worthwhile causes.
For nonprofits, TikTok is greater than a platform for leisure—it’s a game-changer for mobilizing the subsequent technology of supporters. As consideration spans shrink and competitors for donors grows fiercer, TikTok for nonprofits has emerged as a shocking but efficient digital advertising and marketing software to construct neighborhood and drive motion. However how can nonprofits rework fleeting scrolls into significant engagement?
On this information, we’ll present you find out how to leverage TikTok for nonprofits to advance your mission:
Able to faucet into TikTok’s potential to encourage social change? Let’s dive into the fundamentals of how this platform can improve your nonprofit’s advertising and marketing efforts.
The Fundamentals of TikTok for Nonprofit Organizations
Let’s reply some frequent questions you may need in regards to the platform and its affect on charitable causes.
Is TikTok Good for Charities?
Completely! Whether or not you’re a grassroots nonprofit or a global group, TikTok offers artistic methods to amplify your trigger, join with youthful audiences, and share behind-the-scenes content material, success tales, and ongoing campaigns.
With over 1.5 billion lively customers, TikTok is a robust platform for nonprofits trying to increase their attain. Plus, 55% of TikTok customers say the app helps them uncover new manufacturers.
Its concentrate on quick, partaking movies opens the door to distinctive alternatives for storytelling, inspiring motion, and sharing memorable messages. In reality, formatting your outreach as movies means viewers will retain 95% of your message, in comparison with simply 10% when studying it as plain textual content.
Nonprofits can use TikTok to:
- Elevate consciousness. Share bite-sized content material about your mission, upcoming occasions, or essential points with a world viewers by utilizing viral challenges, interactive campaigns, and fascinating content material.
- Safe donations. TikTok’s donation instruments make contributing straightforward with stickers and bio hyperlinks.
- Construct neighborhood. Domesticate a neighborhood of passionate supporters by partaking with feedback and responding to user-generated content material.
- Present affect. Submit real-time updates and success tales that present the tangible outcomes of donations and volunteer work, encouraging continued assist.
Since TikTok’s algorithm promotes content material based mostly on engagement reasonably than follower rely, even smaller nonprofits have the potential to go viral and make a big effect.
From local weather change consciousness to psychological well being advocacy, the potential for creating real-world affect by way of TikTok movies is staggering. Your nonprofit can construct a passionate following, humanize your trigger, increase donations, and enhance assist.
What Is TikTok For Good?
TikTok for Good is TikTok’s initiative that goals to highlight nonprofits and causes making a optimistic social affect by way of the platform. Whereas many options—resembling Donation Stickers, fundraising livestreams, and Branded Hashtag Challenges—can be found to any registered nonprofit on the app, TikTok for Good offers extra visibility and assist to organizations making significant change.
This system highlights social affect efforts, fostering partnerships with nonprofits, creators, and communities, encouraging TikTok’s world viewers to take motion by donating, taking part in campaigns, or spreading consciousness. Via TikTok for Good, nonprofits may entry promotional alternatives, academic sources, and techniques to amplify their attain.
Instagram and YouTube to your TikTok profile, customers can simply comply with your different digital advertising and marketing channels.
Right here’s an instance of a whole profile for LLS:
- Profile image: LLS’s brand
- Username: @llsusa with verification checkmark
- Bio: United in progress towards a world with out blood most cancers
- Hyperlinks: LLS’s donation web page, Instagram account, and speak to web page for beneficiaries
Step 4) Begin Posting TikToks
Begin sharing your nonprofit’s story with the TikTok neighborhood. Whereas we’ll present in-depth suggestions later, listed here are some recommendations to get began:
- Movie your movies in vertical orientation (9:16) to make the most of the full-screen expertise.
- Have good lighting, whether or not you employ a hoop mild, a lamp, and even the solar.
- TikTok recommends utilizing the app’s results and textual content therapy choices to make your content material really feel native to the platform and amplify it on For You pages.
Rival IQ’s Social Media Trade Benchmark Report, most nonprofits solely submit a mean of 1.59 occasions to TikTok per week, in comparison with 5.95 occasions on Instagram. Intention for 3-5 posts weekly. Consistency retains your viewers engaged, will increase your probabilities of being seen by TikTok’s algorithm, and helps you keep related on the platform.
Your movies might be wherever from 3 seconds and half-hour lengthy, however Socialinsider’s 2024 analysis exhibits that TikToks between 90 and 120 seconds maximize views and think about fee. That very same analysis signifies that most manufacturers are inclined to publish movies between 40 and 50 seconds lengthy, however shorter movies or longer, partaking content material as much as 3 minutes may carry out effectively relying on the message.
Leverage Widespread Sounds, Hashtags, and Developments
To maximise the attain of your movies, use trending sounds, hashtags, and challenges. TikTok’s algorithm favors content material that faucets into what’s presently standard. Right here’s find out how to do it:
- Trending Sounds: Add trending audio clips to your movies to extend your probabilities of showing on folks’s For You web page.
- Hashtags: Use a mixture of normal and cause-specific hashtags to assist customers discover your content material. Our nonprofit hashtags information shares a number of standard choices like #DoGood, #HumanRights, #CleanWater, and #ProtectOurPlanet.
- Challenges: Take part in viral challenges and adapt them to your nonprofit’s mission to achieve traction.
Partaking with developments makes your nonprofit’s movies extra discoverable, probably resulting in extra followers. For example, The Innocence Challenge launched the #SaveMelissaLucio marketing campaign to boost consciousness for a case involving a wrongful conviction. By encouraging customers to duet, share, and sew the video, they created a viral motion that engaged the TikTok neighborhood in supporting legal justice reform
Get Inventive With The Content material You Submit
When creating TikTok content material, maintain your content material recent by alternating between these kinds of content material:
- Instructional Content material: Share statistics, details, or insights associated to your trigger (e.g., details about endangered species or starvation aid).
- How-To Tutorials: Exhibit your work, like how your staff cares for animals, organizes donations, or units up occasions.
- Success Tales: Spotlight impactful tales or testimonials from those that have benefited out of your nonprofit’s work.
All these content material not solely inform your viewers but in addition construct belief and credibility.
Work together with the Neighborhood
Engagement is vital to sturdy visibility on TikTok for nonprofits. To foster sturdy neighborhood engagement, it’s best to:
- Reply to feedback. Use the Reply-to-Remark or Video Reply characteristic to reply questions, thank supporters, and construct relationships together with your followers.
- Duet and sew. Create duet or sew movies with different TikTok creators to increase your attain.
- Like, share, and remark. Commonly work together with different content material creators and supporters by liking, commenting, and sharing movies.
The TikTok neighborhood appreciates lively creators, and frequent engagement will assist your nonprofit construct a devoted following.
Use Donation Stickers and Hyperlinks
TikTok’s Donation Stickers and Donation Hyperlinks make it straightforward for customers to assist your trigger straight throughout the app. Right here’s how they work:
- Add Stickers to movies and livestreams. Incorporate stickers into your common TikTok movies or livestreams, permitting viewers to donate immediately. Supporters may add these to their TikToks:
- Add Donation Hyperlinks the place attainable, resembling in your profile bio or above video descriptions.
- Encourage motion. In your captions or video, remind customers to faucet the Donation Sticker or click on hyperlinks to assist your trigger.
@aquariumpacific
How we weigh octopuses on the Aquarium! 🐙 #STEM #LearnOnTikTok #aquariumofthepacific #octopus
♬ Pop beat BGM / lengthy model(1283324) – nightbird_bgm
Bat Conservation Worldwide
Bat Conservation Worldwide tapped into the area of interest #BatTok neighborhood by utilizing a enjoyable video that includes a bat synced with trending audio, resonating with TikTok’s love for cute animals whereas selling bat conservation efforts.
It’s a brief, easy video that exhibits off Geoff the bat’s distinctive voice. The nonprofit’s TikTok generated practically 640K views and over 125K likes:
@batconservation Geoff has a v imp announcement. 🦇Geoffrey’s horseshoe #bat 📷Dr. Winifred Frick #animals #africa #bats #battok #Conservation #science
♬ unique sound – Bat Conservation Worldwide
The nonprofit can be good about utilizing trending sounds, like on this current TikTok:
@batconservation Bats however they get extra derp 📷 Rachel Harper, Bat Conservation Worldwide #battok #ohlookastrawberry #cute
♬ unique sound – amaliatown
UNICEF
UNICEF has participated in developments like #VoicesOfYouth, utilizing standard hashtags and sounds to highlight local weather change and youngster safety. They share how-to guides, one-on-one interviews with benefactors, and user-generated content material from ambassadors like Millie Bobby Brown and BTS’s RM.
Not too long ago, UNICEF posted behind-the-scenes TikToks about their help in Gaza. Additionally they shared an interview with the boy band BTS and B-Roll of benefactors. The nonprofit’s TikTok drew 1.8 million views, 580K+ likes, and 20K+ shares:
@unicef Feeling overwhelmed? @BTS has a message to brighten up your day. #BTSLoveMyself #OnMyMind #BTS 💙💜
♬ unique sound – UNICEF
TikTok vs. Google Adverts: Which Is Higher For Nonprofits?
Paid promoting empowers nonprofits to amplify their content material to seemingly supporters. At Getting Consideration, we’re huge followers of Google Adverts, as a result of eligible nonprofits obtain free credit to spend on the platform!
Nonetheless, that doesn’t imply different promoting platforms aren’t efficient for reaching your viewers. Social media platforms like TikTok supply distinctive alternatives to attach with supporters and increase donations. However how do the 2 platforms examine, and which is best suited in your nonprofit’s targets? Let’s take a look at the essential advantages, codecs, and techniques for every platform.
TikTok Adverts
TikTok Adverts are perfect for nonprofits searching for to interact youthful audiences by way of artistic, short-form video content material. The platform’s algorithm favors viral potential, that means even small organizations can attain vast audiences. TikTok adverts are available numerous codecs, resembling:
- In-Feed Adverts: These adverts seem as customers scroll, mixing with natural content material.
- TopView Adverts: That is the primary advert customers see when opening the app, making certain most visibility.
- Branded Hashtag Challenges: You’ll pay to advertise a customized hashtag and encourage customers to create content material with it.
- Branded Results: These are filters and stickers that manufacturers can create.
You possibly can differentiate the In-Feed and TopView Adverts from regular TikToks by searching for visible indicators like a small “Sponsored” label and a call-to-action button.
TikTok excels in consciousness campaigns and constructing model id, notably for nonprofits centered on visually compelling storytelling. Nonetheless, it primarily targets a youthful demographic (Gen Z and Millennials), so it is probably not the very best match for reaching older supporters. Plus, TikTok’s visible, fast-paced nature requires a gradual stream of recent and fascinating video content material, which can be demanding for smaller nonprofits with restricted sources.
Google Adverts
With over 3.5 billion every day searches performed, Google presents unparalleled attain, permitting nonprofits to attach with supporters globally. Because of its huge attain and extremely focused search capabilities, Google Adverts is without doubt one of the strongest promoting platforms for nonprofits.
In comparison with different platforms, search adverts present the very best ROI for nonprofits utilizing paid promoting. Even higher, by way of the Google Advert Grants program, eligible nonprofits can obtain as much as $10,000 monthly in free search adverts, making it an economical choice for driving donations and web site visitors. This makes the platform very best for nonprofits centered on elevating consciousness or changing guests into supporters with out incurring steep promoting prices.
Google Adverts supply a number of codecs, together with:
- Search Adverts: These adverts seem on the prime of Google search outcomes, concentrating on customers actively looking for associated subjects.
- Show Adverts: These banner adverts are displayed throughout web sites in Google’s Search Community.
- YouTube Adverts: These video-based adverts run on YouTube.
Nonetheless, know that the Advert Grant can solely be used on Search Adverts. You too can faucet into Responsive Search Adverts, which let you enter as much as 15 headlines and 4 descriptions for Google to check and maximize efficiency.
With Search Adverts, your nonprofit can bid on mission-related key phrases, concentrating on folks actively looking for subjects associated to your trigger. These advert codecs are glorious for lead technology, web site visitors, and donation campaigns.
Nonetheless, the text-based nature of search adverts might restrict creativity in comparison with platforms like TikTok, which concentrate on dynamic video content material. Outsourcing the work to skilled Google Grant managers will allow you to beat these limitations and ensure your Google Adverts drive real worth.
Google Advert Instance:
The World Wildlife Fund created a Google Advert that targets key phrases associated to “save elephants” and promotes touchdown pages for his or her elephant rescue efforts, a associated marketing campaign for polar bears, and their principal donation web page.
So, Which Is Higher for Your Nonprofit?
Selecting between TikTok Adverts and Google Adverts relies on your nonprofit’s particular targets, viewers, and sources:
- TikTok Adverts are nice for nonprofits trying to increase consciousness amongst youthful, socially acutely aware audiences by way of artistic and viral content material. It’s good for organizations that thrive in visible storytelling.
- Google Adverts are perfect for nonprofits centered on driving donations, growing web site visitors, or producing leads. The platform’s concentrating on capabilities and the Google Advert Grants program make it a best choice for cost-effective, results-driven campaigns.
For a lot of nonprofits, utilizing each platforms can present a balanced strategy, permitting you to construct model consciousness on TikTok whereas driving conversions and visitors by way of Google Adverts.
Prepared For Your Nonprofit To Go Viral on TikTok?
TikTok’s short-form video format is reshaping how nonprofits share their missions and join with donors. With Gen Z and Millennials main the cost on the app, your nonprofit has a uncommon alternative to interact an entire new technology of digital do-gooders.
Use the ideas we shared to harness the ability of TikTok for nonprofits. Whereas it takes some experimentation and consistency, you’ll get the swing of issues and construct a loyal follower base. Within the meantime, try these different sources to enhance your digital presence:
