Here are 4 ways to get the best results for your NGO on TikTok:
1. Post regular content.
This is a cardinal rule of any social media platform, and TikTok is no exception. Because algorithms tend to favor consistency, posting regularly will set you up for success and give you a greater chance of being featured on a viewer’s ‘For You’ page. Whether you post once a day, once a week, or somewhere in between, your audience will know when they can expect to hear from you. Try creating a content calendar so you can batch-create posts and schedule them in advance.
2. Create value for the viewer.
It’s a simple social media principle– valuable content value results in meaningful engagement. According to the Social Media Examiner, short-form videos (like those found on TikTok) should focus on one of three values, educational, entertainment, and emotional. Make sure each TikTok video you create includes at least one of these values for maximum impact on your audience. As a non-profit, your organization has the power to inspire and educate viewers on important issues, and TikTok is the perfect opportunity to do so. By showing your expertise through educational, entertaining, and emotionally inspiring content, you’ll build your credibility and thought leadership in your field.
3. Participate in trends.
TikTok was built on users replicating popular trends. If something is trending, you know TikTok users already like the content—it’s like having a first-class ticket to the FYP. To keep your nonprofit on top of trends, look out for popular hashtags, challenges, audios, filters, and dances, and choose the ones that you can personalize to suit your brand. (Hint: A quick web search for “TikTok Trends” will also provide you with a wealth of free information on the most popular trends and how to recreate them.)
4. Don't give up!
As with all emerging social media platforms, TikTok can be a place of uncertainty. One day you can go viral and the next end up with 0 views, but this is all part of the process. It’s rare that creators become “TikTok famous” overnight– in fact, it’s not uncommon for successful creators to have plenty of “unsuccessful” posts. So if you have a post or two (or even 10) that don’t do so well, don’t be discouraged. The key is to keep tweaking and perfecting your content based on your audience's response and eventually, you’ll nail the formula for a winning post.
Case Study: Movember
The Movember campaign began in 2003 with 30 people and zero dollars. Every year since the campaign has increased in popularity with people all over the world growing November mustaches in support of men’s health.
In 2019, Movember teamed up with TikTok to create their very own #Movember campaign to “challenge the stigma around men’s mental health original and inspiring video content”. Countless TikTok users joined in by showing off their mustaches and sharing what Movember meant to them. Even popular content creators and celebrities hopped on the challenge to show their support. In its first year, the #Movember TikTok challenge generated over 826.1M views, and in 2020, Movember was able to raise $82 million worldwide!
Now that you know nonprofits can be successful on TikTok, you might be wondering how to develop a TikTok content strategy of your own. As you know, TikTok is a great platform for boosting awareness and revenue for your NGO so even if you’ve been hesitant to use TikTok, try the tips above and see where it leads. If you’re willing to put the effort into learning TikTok, you’ll start reaping the benefits sooner than you think!
Get in touch for a free campaign consultation today.