A step-by-step guide to mastering TikTok

In the past few years, TikTok has become an influential platform for charities to reach and engage with their audiences. It’s particularly valuable for connecting with younger audiences, but all sorts of demographics and interests are represented on the platform.

 

However, TikTok is unlike many other social platforms because it is based on short-form video and live content and the main feed (For You Page or FYP) is wired for discovering new content.

 

These six steps will help you to master TikTok for your charity:

 

 

Step 1: Understand the TikTok culture

 

Before diving into TikTok and launching your charity’s presence there, it’s crucial to understand TikTok’s culture and user base. Spend time on the platform as a user, watching popular videos, and getting a sense of what resonates with users.

 

The algorithm will try to pick up your interests, so search and watch videos that relate to your cause. If you can find creators talking about lived experience of your issue, follow them. This will help you get a sense of how your charity’s community is experiencing the platform.

 

Observe trends, challenges, and viral content and think about how your charity could re-interpret them to communicate key messages and advice or give people a behind the scenes look at what you do.

 

 

Step 2: Define your objectives and target audience

 

First, identify clear objectives for your TikTok presence. You might think about reaching and raising awareness with a younger audience or educating people on a topic your organisation is expert in.

 

Next, work out who you want to target on the platform. Think about your audience’s demographics, interests, and motivations. This will help you tailor your content and messaging to effectively reach and resonate with your intended audience.

 

 

Step 3: Work out who your creators are

 

TikTok thrives on creative and authentic content. It’s described as a video-led platform, but it’s also a people-led platform (with dogs and cats as the exception to the rule!). To create a content strategy that aligns with your objectives and resonates with your target audience, you’ll need to work out who could be in front of the camera for you.

 

At least one person will need to be comfortable being the face of your brand. Ideally you’ll need a communicator, at least one of your experts from research or services, volunteers and of course, people with lived experience of the issue you work on.

 

Use storytelling techniques, incorporating humor, and leveraging trending challenges or sounds as part of your strategy. Keep your videos concise, visually appealing, and high-quality.

 

 

Step 4: Collaborate with influencers

 

When you’re just getting started on the platform, partnering with TikTok creators (influencers) can significantly amplify your reach and credibility.

 

Research influencers who align with your cause and have an engaged following. The level of engagement is more important than the overall size of the following, so if you’ve found a creator with a few thousand followers check the comments section of their posts to see who is engaging with their content.

 

Start by creating a target list of creators and develop relationships with them by engaging with their content regularly. When it feels right, reach out to them for a collaboration. Collaboration ideas could include challenges, duets, trends – think creatively! Engaging with influencers can help you tap into their existing audience and increase your visibility on the platform.

 

 

Step 5: Engage with the TikTok Community

 

Engage with users through captions, hashtags, and calls to action that encourage participation and sharing. Building a community on TikTok means being present on the platform.

 

Respond to comments, messages, and duets to create connections and encourage conversations. Participate in relevant trends, challenges, and hashtags to increase your visibility.

 

Collaborate with other TikTok creators, charities and particularly people in the community you serve to broaden your reach and establish a meaningful presence.

 

By actively engaging with the TikTok community, you can build a loyal following and enhance your impact.

 

 

Step 6: Track and analyse performance

 

Regularly monitor TikTok analytics to gain insights into your content’s performance. Track metrics such as views, engagement rate, follower growth, and link clicks. The data will identify what works best for your audience so that you can keep tweaking and refining your content strategy.

 

 

Need some inspiration?

 

Here are a few charities doing a great job on TikTok:

• Greenpeace got super creative to call out the Prime Minister on his misuse of power and carbon for his private pool
• Blood Cancer UK has done a great job of educating the wider public about the signs and symptoms of blood cancer
• Guts UK has massively expanded the reach of its innovative in-person health campaign by showcasing it on TikTok