Charity Digital – Matters – TikTok for Good: how charities can use TikTok to interact audiences
Since its international launch in September 2017, TikTok has become the leading destination for short mobile videos. With hundreds of millions of users in 150 markets and 75 languages, the app provides an exciting opportunity to connect with an engaged, global Generation Z audience.
This audience has shown an eagerness to unite behind charitable campaigns. TikTok positions itself as a social media platform with a focus on the positive. Their user base reflects that message through the content they create and share.
Despite the relative youth of TikTok, the “TikTok For Good” initiative has gained momentum. Nonprofits, charities and NGOs can engage the user base with “hashtag challenges,” where users create their own content to show support for campaigns.
The United Nations International Fund for Agricultural Development (IFAD), for example, launched the world’s largest dance challenge with its # DanceForChange campaign to help people in rural areas of Africa and other developing countries. The challenge created 33,000 videos that generated over 81 million views.
TikTok has been involved in fundraising itself in the past – £ 1 for every Movember challenge video created and $ 2 for every video created in support of Red Nose Day.
How do NGOs in the UK use TikTok? How can they create content that engages and engages an audience? And how does TikTok differ from other social media platforms?
TikTok for a good event
We at Charity Digital were invited to take part in the event “NGO x TikTok for Good” on November 13, 2019. Around 100 representatives from around 50 charities attended the event, designed to educate and educate UK charities about TikTok. Top developers like Steven McKell and MrASingh were on hand to share their stories and best practices for content creation.
“Keep the feel of the platform. Be authentic. Make it silly, make it funny, make it happy.”
– Liz Kanter – Public Order Director at TikTok
The word of the day was “authenticity”. TikTok can be characterized by its unique format, but it is just as important that the app has its own style, its own mood. TikTok’s model of focusing content on a “For You” page rather than a more traditional feed means that content is served based on the type of videos you have previously interacted with. Successful campaigns are therefore those that users hit on their own terms.
“I want to create content that inspires me, that makes me happy, that makes me laugh.”
– Steven Mckell – creator
Popular creator Steven McKell spoke on the TikTok for Good panel about the importance of having a positive message for his own work and for TikTok as a whole. He described successful videos as “original content, fun content, relatable content”. This outlook is useful for empowering and engaging campaigns that enable people to feel engaged. Or in McKell’s words, “Beyond TikTok, that’s how you want to live your life.”