Let's Talk TikTok
Written by Capin Alexander, Director, Partnership & Growth
Let’s talk TikTok!
In the U.S. alone, there are 50 million daily active users on TikTok. That means a little over 18% of Americans log in every day. And guess what—it’s not just for Gen Z anymore. The pandemic fueled unprecedented app downloads, fueling growth across generations. Currently, more than 30% of US TikTok users are aged 40+.
With increasing popularity of this social media platform, you may be wondering how your brand can build a TikTok presence—somewhere between the 75 year old dancing grandpas, surly dogs, and countless memes.
Here are five examples of nonprofits winning at TikTok:
American Red Cross: https://lnkd.in/e_ZUQnKq
The American Red Cross has established itself in the #HowTo content section of TikTok. They have a consistent and relatable team member who provides tips on how to get through some of the hurdles life may throw your way. These range from what to do if your dog is choking, or how to stop a nosebleed all the way to putting out fires and how to stay safe during a natural disaster. Here is a tip on what to do if you get stranded in your car during the winter Getting Stranded In Your Car.
St. Jude: https://lnkd.in/eVssaCEg
Talking about children’s’ cancer research is heavy. You may wonder how you can have a presence on TikTok when your mission evokes an array of emotion. St. Jude is still finding their space on TikTok and has not been afraid to throw a lot of things at the wall. I admire this because TikTok is about being authentic and true to self/brand. They have something great going with the TikTok Playground—a safe space to form connections and make a friend in the comments. I can’t wait to see it take-off!
KC Pet Project: https://lnkd.in/ePJb92TF
KC Pet Project is all about the pets! They have done a great job featuring adoptable pets with a simple and consistent voiceover. I also love that they are drawing attention to dogs that have been in the shelter for an extended time. Meet Stella!
UNICEF has entered the TikTok, staying true to their commitment to advance and protect the rights of children across the world. Their videos feature youth champions from Haiti, the UK, Chile, Yemen, India and more, speaking about climate change, vaccines and mental health. Here is a great post out of Nigeria about how to avoid spreading vaccine misinformation. #VaccinesWork - Think Before You Post
San Diego Zoo: https://lnkd.in/eGtZ65PQ
The San Diego Zoo made it to the list for two reasons. #1 it’s my hometown zoo and #2, they have done a great job using trending sounds to get them on more user’s “For You Page”. Check-out this adorable video of one of the newest members of the zoo Baby Rhino TikTok, receiving more than 1.1 million views. There are nearly 150,000 videos using this sound.
If you'd like to explore how your organization can tap into TikTok, let’s connect. We'd love to chat.