TikTok is an example of the power and popularity of video. An estimated 800 million people actively use TikTok. Since Gen Z is the driving force behind TikTok, the platform can be utilized to reach younger audiences, especially as they move away from traditional forms of media and older social media platforms.
When you think of TikTok you may think of dancing videos and funny content. However, the short-video platform can be used for much more. Some nonprofits are already taking advantage of the social media site. TikTok may be a great alternative to make high-quality videos while staying away from the cost of a large production team.
Instructional/Informative Videos
Nonprofits can tap into the TikTok trend of posting instructional videos. This is especially effective if an organization is focused on sharing information to help people. The American Red Cross does a great job of uploading videos that contain information that ranges from how to properly use a fire extinguisher to videos that show what to do in a natural disaster. The organization has received over 11 million likes and engages with viewers in the comment section. There are six additional Red Cross profiles on TikTok. Each one has posted videos relevant to a specific country in the native language of the people who live there.
It is important to remember that informational videos are only a great asset if everyone has access to it. Red Cross added closed captions after a viewer voiced their concern. TikTok will soon make it easier to add captions with their new auto-captions feature. For now, users have used text-to-speech and the text function available directly through the app. The app also plans to make the feature more accessible by making it available in different languages in the coming months.
Behind the Scenes Videos
Videos are a great way to show people what an organization does. Project Home Again is a nonprofit based in Massachusetts that focuses on providing household goods to people in need. Its mission is to turn houses into homes, so people can live with comfort and dignity. The organization’s TikTok page has over 55 thousand followers and almost a million likes. The videos they post are a great example of showing their mission in action. They share how they put together care packages, taking viewers on a journey through their collection of bedding, towels, kitchen items and more. They choose items with care and often talk through what the requested items were. Even though the nonprofit is local to Massachusetts, the TikTok videos are reaching people across the United States and encouraging them to get involved in their local community.
Donating and Fundraising
TikTok is a relatively new app, which means fundraising and donations are still new territory. Last year, the app partnered with Tiltify to create donation stickers that a user can add to their profile or directly onto a video. Only certain nonprofits can use this feature, but Tiltify encourages organizations to reach out if they want more information. A simple way to encourage donations is to include a link to an Amazon wish list or to the organization’s website.
Video helps organizations tell a visual story. Organizations can use TikTok to showcase its work and how it is helping others.
