TikTok continues to be one of the fastest-growing social media platforms globally, with more than 170 million users in the United States alone. The app, a leading destination for short-form video, has been downloaded over 4.7 billion times worldwide and boasts more than 1.58 billion active monthly users.
But there are several concerns surrounding TikTok including a potential ban in the United States and other security issues. So, should your nonprofit should have a presence on it? Maybe.
Considerations Before Establishing An Account
Do you produce enough content to justify it?
Many nonprofits already struggle to produce engaging, original quality content, which is essential on a platform like TikTok. The TikTok algorithm favors content that is timely, engaging, and aligns with current trends. Quality content on TikTok can vary significantly depending on your audience. For younger demographics, this might mean using popular music, memes, and challenges, while older audiences may prefer educational or inspirational content. Further, the algorithm prioritizes videos with high engagement rates, such as likes, comments, shares, and watch time, which means your content needs to capture attention quickly and encourage interaction.
For these reasons, you will need to commit to creating at least 1-2 short video clips every week to justify a presence on TikTok. To effectively manage this, we recommend creating an editorial calendar and working with your team to assign content generation responsibilities. Some of these responsibilities can include creating video content, editing the video, creating a caption with hashtags, posting the video, and monitoring the video for engagement opportunities.
Can you use the content being developed for your other channels to support TikTok content needs?
Repurposing content from other channels for TikTok can be a useful strategy, but it’s important to recognize that TikTok has its own unique culture, style, and audience expectations. Content that works well on platforms like Facebook, Instagram, or LinkedIn may not resonate on TikTok without some adjustments. TikTok thrives on trends, creativity, and authenticity, often favoring short, engaging videos that are informal and entertaining. To be effective, your content should be tailored to fit TikTok’s fast-paced, trend-driven environment. This might involve editing existing videos to match TikTok’s preferred formats, incorporating popular music or sound bites, or even reimagining static posts as dynamic, short-form videos that align with current trends. While you can repurpose content, it’s essential to adapt it to suit TikTok’s unique algorithm and audience to maximize engagement and reach.
Are you not reaching the target audience you’re connecting with on other social media platforms?
Facebook, Instagram, LinkedIn, and X (previously Twitter) each offer access to different demographics with some overlap. But if you’d like to reach a younger audience, TikTok will help with that. According to Sprout Social, “67% of TikTok users are 18-19 year-olds and 56% of users are 20-29 year-olds in the US are on the app.” If your organization is aiming to reach and engage with a younger audience, incorporating TikTok into your social media strategy could be essential.
Can you project a personality and tone that will engage TikTok users?
Your online persona is closely tied to your brand and identity. If you’ve traditionally been more formal and professional on social media, TikTok will require a change. TikTok is a place for casual, fun, and entertaining content. If that is already the type of image you’re projecting on the other platforms, then TikTok will be a good fit for you.
Are you willing to invest time in it?
Like any new or emerging technology, there is a learning curve with TikTok. Not only will you need to learn the app itself, but you will also want to spend time looking at how other nonprofits, partners, and influencers are using it. The best way to test this out is to download the app for personal use first, begin following other users, and post your first video.
How can TikTok benefit your nonprofit?
TikTok offers unique opportunities for nonprofits to connect with audiences in meaningful ways:
- Raising Awareness: TikTok’s algorithm can help your content reach a wide audience, raising awareness about your cause.
- Engaging Younger Audiences: TikTok is particularly popular among Gen Z and Millennials, making it an ideal platform to engage younger supporters.
- Storytelling: The platform’s video format is perfect for storytelling, allowing you to share impactful stories about the people and communities you serve.
- Fundraising: TikTok has integrated features for donations, enabling nonprofits to raise funds directly through the platform.
- Community Building: Engaging content can foster a sense of community and encourage user-generated content, which can amplify your message.
Reasons Not to Use TikTok
While TikTok offers many opportunities, it may not be suitable for every nonprofit. Here are some reasons why you might decide against using TikTok:
- Security and Privacy Concerns: TikTok has faced scrutiny over data privacy and security issues. If your organization is concerned about data protection, this is an important consideration.
- Content Creation Demands: If your team is already stretched thin, the demand for consistent, high-quality video content may be too much. TikTok requires frequent updates to stay relevant.
- Brand Fit: Not every nonprofit’s tone or style aligns with TikTok’s casual and playful nature. If your organization’s identity is more formal or serious, maintaining authenticity on TikTok could be challenging.
- Target Audience: If your primary audience is not active on TikTok, investing time and resources into the platform might not yield significant returns.
- Algorithm Changes: Social media platforms frequently update their algorithms, which can affect your content’s visibility. Staying on top of these changes requires constant monitoring and adaptation.
While TikTok offers nonprofits a powerful platform to reach new audiences, tell compelling stories, and even raise funds, it’s not a one-size-fits-all solution. Success on TikTok requires a dedicated content strategy that aligns with the platform’s unique culture, including an understanding of its algorithm and trends. If your nonprofit is prepared to invest the necessary time and resources, TikTok can be a valuable addition to your social media toolkit. However, if the demands of creating frequent, high-quality content or adapting to TikTok’s fast-paced environment seem overwhelming, it might be wise to focus on other channels where your efforts can be more impactful. TrailBlaze Creative is here to help you navigate this decision and develop a social media strategy that aligns with your organization’s goals and capacities.
