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So…. What About TikTok?


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Social media is the established channel for building relationships and engaging audiences, with nearly 4 billion users worldwide. While Facebook continues to reign as the most popular platform, it isn’t necessarily where your target is. Increasingly, younger users are on ephemeral, video-driven platforms, the trendiest being TikTok. This month, we take a closer look at TikTok and how nonprofits and businesses can use it in 2020 and beyond. 

What is TikTok?

What exactly is TikTok? If you haven’t heard of TikTok, then you might have encountered it with its former name, Musical.ly. Musical.ly was originally a video and music-sharing platform. However, in August 2018, Musical.ly was purchased by a Chinese company, ByteDance, at which point the app was rebranded as TikTok.

Today, TikTok is one of the fastest-growing social media platforms in the world, with more than 1.2 billion downloads to date. As of 2019, there were 500 million users worldwide (roughly the same number as LinkedIn) and 41% of TikTok users are aged between 16 and 24 (Globalwebindex, 2019). TikTok allows users to create short videos with music, filters, and many other creative features. 

How Can TikTok Help Nonprofits and Businesses?

As a nonprofit, using TikTok is an effective way to reach younger generations and gain an edge. With the majority of users in Gen-Z,  90% of TikTok users access the app on a daily basis. One of our favorite accounts on TikTok is The Institute of Human Anatomy (@instituteofhumananatomy), which is a private human cadaver lab that focuses on educating various healthcare professionals. Most of their posts demonstrate cadaver body parts, such as four human hearts of different sizes. This account has 3.5 million followers and each of their video posts generates approximately 70,000+ likes, shares, and comments.

TikTok: Tapping into an Untapped Market

In addition to an increase in the number of active users, there is also an uptick in advertisements on TikTok. Businesses and nonprofits that use intriguing videos to grab users’ attention are ahead of the game. (Globalwebindex, 2019)

For example, perhaps your organization wants to attract more students into a certain degree program or encourage younger generations to consider a specific industry as they approach college age. By leveraging TikTok, you not only have access to a sticky platform, but you also have the opportunity to get your nonprofit or business name, organizational mission, and brand right in front of your target audience. 

Like many of our clients, you might be asking yourself: Should I use TikTok? Will it benefit my nonprofit or business? TikTok can be effective in addressing the Gen Z market, which is widely considered to be a difficult group to reach. 

Content is Still King

With hundreds of millions of active users across the globe, TikTok is a sticky platform for nonprofits and businesses wanting to meet the younger generation on their turf. Create approachable and fun content, leveraging popular music and hashtags to gain traction. It may be worth considering diverting from your established brand voice and presence for optimal results. Above all, ensure content is fresh and aligns to established TikTok conventions.

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Finishing Strong


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Many of us – in both our professional and private lives – begin each year with goals. Whether we call them performance objectives or new year’s resolutions, we optimistically define what we hope to accomplish by the end of the year. And then real life happens…fire drills and a reorg at work, something unplanned at home, and before we know it, goals have gone by the wayside and we are surviving day to day.

October tips us into Q4, with roughly 85 days left in the year. Even though the journey could have veered a bit off course, I would challenge you to finish strong – both in your work and personal life. Recently a client asked me to help clarify what would have the most impact to deliver before the end of 2019. Part of that work led to a worksheet tool that I would like to share with you. I invite you to invest a few minutes in thinking through what will be most impactful in your space during the fourth quarter. I would love to hear how the end of 2019 is setting you up for a breakthrough 2020.

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Prep Your Content Like A Pro


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Content Creation can be an overwhelming task, especially as the holidays approach. Keeping a consistent schedule doesn’t have to be an impossible task. These three tips can help streamline your process, help maintain consistent content, and still give you the ability to unplug for the day at 5pm.

Preplan
The holidays are coming, and that means a lot of things happening over a short amount of time. Whether you are planning for sales specials, prepping for 24 days of Vlogmas, or preparing for live events, now is the time to start figuring out the schedule and what can be prepped in advance.

Content Reserves
Every account has set things they know they are going to regularly post about or general content that can be filler for when posting isn’t a high priority. Taking the time now to write copy, edit images, and match things up so that they can be slotted in as needed can save time and headaches in the long run.

Image Templates
Sometimes you have to create something on the fly, and it’s going to need to be consistent with the overall look and feel of your brand. Having basic templates that can be updated with text or an overlay that can be put over an image on hand can make this quick, easy, and look good.

Setting aside the time now to build up these resources will make your busy season much smoother. We can help you get your digital content up and ready to go. Send Harper or Kieran a message and we’ll help you get one more thing off your “to-do” list.

– Kieran Bailey