Just how Nonprofits Can Use TikTok for Growth [Case Study + Examples]

Posted on Posted in Blog

TikTok   has shaken up the digital landscape — and it is explosive growth in the last year suggests that really here to stay.

Although it’s an entertainment-first platform, TikTok much more than just Gen Unces dance challenges.

We’re seeing more and more social impact plus non-profit clients make use of TikTok to inform, instruct, engage, advertise, plus raise funds and awareness.

Here, a few explore tips and best practices for nonprofits looking to leverage TikTok for growth.

Download Now: Nonprofit Marketing & Fundraising Trends for 2022 [Free Report]

Is TikTok right for your not for profit?

Building a presence on a brand new social media platform could be a big undertaking. A platform, it’s necessary to assess whether it’s a great fit for your   firm, and whether it will help you meet your goals.

Prior to diving in, it’s important to ensure that your efforts go into spaces and platforms that your audience currently uses.

First, ensure TikTok helps reach your organization’s audience. Remember: over 50% of the apps’ customers are under thirty-two years old, and over 41% of TikTok users are involving the ages of 16 and 24, based on Qgiv .

You’ll also want to assess whether your organization can manage the TikTok channel. For anyone who is considering whether your business has the capacity to build a TikTok presence, the first step is to ask — and trust — the individual or team who also manages your social media.

Another thing to think about is the way TikTok prioritizes raw, real, unedited, and people-first videos. On this system, link posts or polished graphics and copy won’t reduce it. Think about whether you have employees prepared to make videos for the account, or when you have the budget to hire makers and influencers to build your presence.

Having a worker kick off your TikTok account is a great starting point, but it’s not the only way. TikTok’s creator marketplace   is the platform’s official collaboration middle that connects brand names and creators in order to execute paid plus reward-based campaigns. This is a great starting point to get nonprofit’s that are a new comer to TikTok.

6 Tips + Guidelines for Nonprofits upon TikTok [+ Examples]

Once you’ve determined TikTok will help you reach your own goals and audience, and you’ve guaranteed you have the sources to manage the platform, it’s actual time to get into some tips that can help nonprofits move missions forward with quality TikTok content.

1 . Creative could be the primary factor for success.

Your content is everything about this platform. As mentioned above, polished photos won’t cut this. You need a real person (whether that become an employee or inventor from TikTok’s Inventor Marketplace) to invest in making videos that have high-performing elements.

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

Remember that TikTok is an entertainment platform first of all.

The American Kennel Club (AKC) uses Facebook to share tips and posts about dog care — like this post featuring the best dog raincoats — to establish its place as an expert within dog welfare.

AKC’s TikTok, nevertheless , has a different goal: to engage audiences along with cute dog video clips. This TikTok post   succeeded not   simply by educating about canine care, but by showing off the incredibly cute Pekingese breed of dog at a dog show.

@americankennelclub issa peke parade! #thisisakc #dogs #pekingese #dogshow #showdog #mop #peke #pekingeseoftiktok #dogsoftiktok #strut ♬ Baby Elephant Walk – Henry Mancini

three or more. Leverage talent to create your videos to our lives.

More than one in three viral videos featured a person talking   within the first three mere seconds, according to a recent evaluation of over six hundred viral TikTok videos by SemRush . Featuring actual people in your movie content is essential, and yes it gives your organization the chance to spotlight and uplift a diverse group of voices.

There are some key places you can source talent from — for instance, consider inviting folks through different departments of the organization to create or star in content material, or tap into the platform’s vast availability of creators.

The particular It Gets Better Project taps right into a network of creators that they have established human relationships with — such as this video featuring Zoe Stoller   — to create fun, helpful content for their page.

@itgetsbetter It’s important whenever they’re NOT within the room, too! 🚪 @zoestoller #itgetsbetter #lgbtq #lgbtqally #ally #pronounsmatter ♬ I Just Wanna Know – Luke Reeves

 

four. Stay ahead of tendencies and find inspiring masterpieces from the Discover web page.

Trends are usually constantly circulating upon TikTok, and the easiest way to know which articles, audio, hashtags, or concepts are going viral on the platform is to engage with the Find out page. Think of this web page as the hub for that most popular content around the app. This area also includes featured placement for paid media.

On the Discover page , you’ll see a series of trending hashtags that you can click through. The set of videos that will appear under every hashtag are video clips that either started the trend or popular videos that are highly relevant to the trending hashtag.

It’s a good idea to use these types of examples as motivation when developing new videos, but a TikTok strategy should not focus solely on reacting to virus-like trends.

5. Approach TikTok like a normal human — not really a brand.

Setting up your organization’s identity or persona is crucial when building a articles strategy because this is the first step in appealing to an engaged audience.

As noted earlier, Gen Z . — a primary target audience on this app — favors authenticity more than their millennial counterparts. Instead of trying to attract a massive audience, trim into your organization’s exclusive knowledge base and informative storytelling.

If you aren’t sure how to build a TikTok persona for your organization, start with your mission statement! From there, you can narrow down which content buckets you would like to focus on, and ultimately the type of videos you need to make.

AKC posted this video of a dog competing in an agility competition — and regardless of being filmed on the smartphone, the TikTok earned over two million   views. Expensive equipment is not necessary to produce extremely engaging content.

6. Use a story arc.

Videos should have a concise beginning, middle, and end. Consider mapping out key story fundamentals such as a hook, introduction, interesting turn, and last pay-off before performing a TikTok. Storyboarding can help to streamline the filming process, and it provides guidelines if you are new at developing this sort of content.

Within   preparation for It Gets Better Project’s natural TikTok campaign marketing the “50 States. 50 Grants. 5000 Voices. ” grant program , the Mass media   Cause team created a narrative structure and sample software to correspond with the campaign’s branded hashtag.

Mapping out there a sample narrative arch and example screenplay was important to illustrate how the overarching strategy would function in the platform. It also offered as a useful device to share with talent who would eventually take part in the creating content material for the TikTok marketing campaign.

Media Result in partnered with the TikTok team   to gain feedback at the narrative arc plus branded hashtag — and, as a result, This Gets Better Project’s campaign was featured on the TikTok Discover page.

7. Keep it succinct (15-30 seconds), and obtain to the point.

Make sure to show your followers the lesson or purpose of the video inside the first three seconds … That’s continuously you get before the typical user swipes.

You can easily achieve a captivating introduction by using textual content on the screen, narration, or front-loading it with the most salient information.

Consider, for instance, this Natural Resource Defense Council (NRDC) TikTok video, which educates viewers on the infrastructure package in a simple 30 seconds:  

@nrdc. org #stitch with @washingtonpost Toby and his paper money can’t take historical climate action, but Congress can! #roborockrun #bonesday #climateaction #fyp ♬ original sound – NRDC

8. Encourage co-creation.

When crafting a content strategy, you don’t need to start from scratch. Leverage in-app tools to promote discussion and engagement with existing audiences that overlap with your own — this can be through TikTok’s duet, react, respond with video, and stitch features.

Inspire your target audience to have a dialogue with your organization through the use of forms or Q& Since. Also, community management is key on TikTok, so be sure to solution any questions you receive in your comments (or in the comment part of other viral TikToks).

Ultimately, TikTok is here to stay, and it offers the opportunity to connect with a good audience you may not otherwise reach. As with any platform, it’s essential to evaluate whether it’s a good match for your organization and goals.

Once you have determined whether   a TikTok strategy can help your organization reach its desired audience and goals, embrace these guidelines to ensure success. Remember: Testing and creativity are usually key! The time plus energy you spend money on this platform to achieve brand awareness could lead to audience loyalty plus high-quality conversions.

Media Cause’s Patricia Camerota (Social Media Strategist) and Janine Guarino (Associate Social Director) contributed to this posting.  

nonprofit trends

Spread the love

Leave a Reply

Your email address will not be published. Required fields are marked *