TikTok has shaken up the virtual panorama — and its explosive enlargement during the last 12 months means that it is right here to stick.
Even supposing it is an entertainment-first platform, TikTok is extra than simply Gen Z dance demanding situations.
We are seeing an increasing number of social have an effect on and non-profit purchasers use TikTok to tell, train, interact, promote it, and lift price range and consciousness.
Right here, let’s discover pointers and very best practices for nonprofits having a look to leverage TikTok for enlargement.
Is TikTok proper on your nonprofit?
Development a presence on a brand new social media platform is usually a large enterprise. As with every platform, you should assess whether or not it is a excellent are compatible for your group, and whether or not it is going to permit you to meet your targets.
Ahead of diving in, you have to be sure that your efforts move into areas and platforms that your target audience already makes use of.
First, make sure that TikTok is helping succeed in your company’s target market. Take into accout: over 50% of the apps’ customers are below 32 years outdated, and over 41% of TikTok customers are between the ages of 16 and 24, consistent with Qgiv.
You can additionally wish to assess whether or not your company can arrange a TikTok channel. In case you are taking into consideration whether or not your company has the capability to construct a TikTok presence, step one is to invite — and accept as true with — the individual or staff who manages your social media.
Every other factor to believe is the best way TikTok prioritizes uncooked, actual, unedited, and people-first movies. In this platform, hyperlink posts or polished graphics and replica would possibly not lower it. Consider whether or not you have got staff prepared to make movies for the account, or in case you have the price range to rent creators and influencers to construct your presence.
Having an worker kick off your TikTok account is a brilliant place to begin, however it isn’t the one manner. TikTok’s creator marketplace is the platform’s reputable collaboration middle that connects manufacturers and creators to execute paid and reward-based campaigns. It is a nice place to begin for nonprofit’s which might be new to TikTok.
8 Guidelines + Highest Practices for Nonprofits on TikTok [+ Examples]
As soon as you may have made up our minds TikTok will permit you to succeed in your targets and target market, and you may have ensured you have got the assets to regulate the platform, it is time to get into some pointers that may assist nonprofits transfer missions ahead with high quality TikTok content material.
1. Inventive is the main issue for luck.
Your content material is the entirety in this platform. As famous above, polished pictures and movies would possibly not lower it. You wish to have an actual individual (whether or not that be an worker or author from TikTok’s Author Market) to dedicate to creating movies that experience high-performing parts.
2. Use the primary of “entertainment-first”.
Take into account that TikTok is an leisure platform at first.
The American Kennel Membership (AKC) makes use of Fb to proportion pointers and articles about canine care — like this post that includes the most productive canine raincoats — to determine its position as knowledgeable in canine welfare.
AKC’s TikTok, on the other hand, has a distinct objective: to have interaction audiences with adorable canine movies. This TikTok post succeeded no longer through teaching about canine care, however through appearing off the extremely adorable Pekingese breed at a canine display.
3. Leverage ability to carry your movies to lifestyles.
Greater than one in three viral videos featured a person speaking inside the first 3 seconds, consistent with a contemporary research of over 600 viral TikTok movies through SemRush. That includes precise humans on your video content material is very important, and it offers your company the danger to focus on and uplift a various staff of voices.
There are a couple of key puts you’ll supply ability from — as an example, believe inviting other folks from other departments of your company to create or superstar in content material, or faucet into the platform’s huge provide of creators.
The It Will get Higher Challenge faucets right into a community of creators that they have got established relationships with — like this video featuring Zoe Stoller — to create a laugh, informative content material for his or her web page.
4. Keep forward of traits and in finding inspiring creations from the Uncover web page.
Traits are continuously circulating on TikTok, and one of the simplest ways to understand which content material, audio, hashtags, or ideas are going viral at the platform is to have interaction with the Uncover web page. Bring to mind this web page because the hub for the most well liked content material at the app. This area additionally comprises featured placement for paid media.
At the Discover page, you can see a chain of trending hashtags that you’ll click on via. The set of movies that seem below every hashtag are movies that both began the fad or widespread movies which might be related to the trending hashtag.
It is a good suggestion to make use of those examples as inspiration when creating new movies, however a TikTok technique must no longer focal point only on reacting to viral traits.
5. Method TikTok like a typical human — no longer a emblem.
Setting up your company’s id or personality is significant when construction a content material technique as a result of this is step one in attracting an engaged target audience.
As famous previous, Gen Z — a number one target audience in this app — favors authenticity greater than their millennial opposite numbers. As a substitute of seeking to attraction to an enormous target audience, lean into your company’s distinctive wisdom base and informative storytelling.
For those who are not certain the best way to construct a TikTok personality on your group, get started together with your undertaking commentary! From there, you’ll slim down which content material buckets you wish to focal point on, and in the end the kind of movies you need to make.
AKC posted this video of a canine competing in an agility contest — and in spite of being filmed on a smartphone, the TikTok earned over 2 million perspectives. Dear apparatus isn’t important to supply extremely attractive content material.
6. Use a tale arc.
Movies must have a concise starting, heart, and finish. Believe mapping out key tale basics reminiscent of a hook, advent, attention-grabbing flip, and ultimate pay-off sooner than executing a TikTok. Storyboarding can assist to streamline the filming procedure, and it supplies pointers for individuals who are new at growing this type of content material.
In preparation for It Will get Higher Challenge’s natural TikTok marketing campaign selling the “50 States. 50 Grants. 5000 Voices.” grant program, the Media Motive staff evolved a story construction and pattern script to correspond with the marketing campaign’s branded hashtag.
Mapping out a pattern narrative arc and instance script used to be essential let’s say how the overarching marketing campaign would serve as at the platform. It additionally served as a great tool to proportion with ability who would ultimately take part within the growing content material for the TikTok marketing campaign.
Media Motive partnered with the TikTok staff to achieve comments at the narrative arc and branded hashtag — and, in consequence, It Will get Higher Challenge’s marketing campaign used to be featured at the TikTok Discover web page.
7. Stay it concise (15-30 seconds), and get to the purpose.
You’ll want to display your fans the lesson or goal of the video inside the first 3 seconds … That is always you get sooner than the typical consumer swipes.
You’ll be able to simply succeed in an interesting advent through the use of textual content at the display, narration, or front-loading the video with essentially the most salient data.
Believe, as an example, this Natural Resource Defense Council (NRDC) TikTok video, which educates audience at the infrastructure bundle in an insignificant 30 seconds:
8. Encourage co-creation.
When crafting a content material technique, you do not wish to get started from scratch. Leverage in-app equipment to advertise dialog and engagement with present audiences that overlap with your personal — this may also be via TikTok’s duet, react, answer with video, and sew options.
Encourage your target audience to have a discussion together with your group via using polls or Q&As. Additionally, neighborhood control is vital on TikTok, so make sure you solution any questions you obtain on your feedback (or within the remark phase of alternative viral TikToks).
In the long run, TikTok is right here to stick, and it supplies the chance to hook up with an target audience you would possibly not another way succeed in. As with every platform, you should assess whether or not it is a excellent are compatible on your group and targets.
As soon as you may have made up our minds whether or not a TikTok technique will assist your company succeed in its desired target audience and targets, include the following pointers to make sure luck. Take into accout: Experimentation and creativity are key! The time and effort you make investments on this platform to achieve emblem consciousness may just result in target audience loyalty and high quality conversions.
Media Motive’s Patricia Camerota (Social Media Strategist) and Janine Guarino (Affiliate Social Director) contributed to this put up.