Welcome to part four of our five-part blog series, created to help nonprofits navigate the complex (but essential!) world of social media marketing. Ready to learn more? Check out the rest of the series, where we cover useful tips and information related to Facebook, Instagram and Threads.


Is TikTok a Must for your nonprofit?

In the ever-evolving world of social media, nonprofits might find themselves asking, “Do we need to be on TikTok?”

Valid question—particularly when your marketing team is already stretched thin managing Facebook, Instagram and LinkedIn. Adding yet another social platform might be daunting, especially one whose audience is comparatively smaller (TikTok is still just the sixth most popular social media app in the U.S.) and younger (compared to the average donor).

But let’s pause for a moment and look at the bigger picture. Because if your nonprofit has some wiggle room, TikTok is definitely a platform that’s worth exploring. Let’s find out why.


The rise of a platform

Once considered a niche app for Gen Z, TikTok has grown exponentially, now boasting a staggering 150 million active users in the U.S. alone. And it’s not just individuals who are hooked on it. Nearly 5 million businesses have also jumped on the TikTok bandwagon, harnessing its power to reach wider audiences.

What’s more, the platform isn’t just a Gen Z playground anymore. Millennials and older generations are also joining the TikTok community. In fact, over 38% of users are over 30, including a surprising 7.1% who are over age 50. This demographic shift suggests that your audience may not only be present on TikTok now but their numbers will likely continue to grow.


The marketing power of having a TikTok video strategy

The thing driving TikTok’s meteoric rise is the same thing that makes it worthy of your attention—the unbeatable engagement and storytelling power of short-form video. Consider the following facts:

  • TikTok users spend an average of 1.5 hours on the app daily, with a whopping 90% reporting that the platform never loses its charm.
  • Viewers retain 95% of a message when they watch it in a video compared to just 10% when reading it in text.
  • 58% of viewers will watch a business’s entire video if it’s less than a minute long.

Apply these concepts to your mission-driven marketing, and imagine the results you could achieve by jumping on the TikTok bandwagon.

But it’s not just TikTok—short-form videos are dominating other channels, too, as evidenced by Facebook and Instagram’s Reels and Stories. As social platforms increasingly embrace the video trend, it’s clear that nonprofits should get ready for a future on camera.


Embracing video: a step into tomorrow

We get it: The idea of creating videos might seem daunting. It’s more complex than writing a text-based post or sharing a photo that requires at least a basic knowledge of editing, lighting and sound, plus a dash of creativity. But here’s the thing: Video content will probably continue to dominate the social media landscape. That means becoming proficient with the format today will benefit you in the long run.

As we mentioned earlier, your organization’s social channels, like Facebook and Instagram, will benefit from getting familiar with video. Because they are such an engaging form of media, videos are a great way to inject fresh, vibrant content into all your digital marketing.


Getting started with video

The good news is that modern social media platforms are creator-friendly, offering plenty of tools to help you produce engaging content using just a smartphone. A good place to start is by watching tutorials that you can easily find on YouTube. Then, practice makes perfect. For example, whenever you would normally take photos, start shooting videos, too, and gain some basic experience with editing.

Creating your first Instagram Reel or Story is a great way to dip your toes in the water with a short-form video. You don’t need to dive right in with a TikTok presence—you can always start small by integrating video content in bits and pieces elsewhere. Once you get comfortable, you’ll have a powerful tool at your disposal to tell your organization’s story. There’s something truly captivating about a well-crafted video that text or images simply can’t replicate.

TikTok Tip: Don’t forget to learn the basics of TikTok SEO to get the most from your TikTok marketing strategy!


Conclusion: a TikTok future?

While TikTok may not be a nonprofit’s top priority today, it’s worth considering due to the growing popularity of short-form videos. There are plenty of resources, like YouTube tutorials, to help you become a short-form video guru. So why not start investing in this skill now to future-proof your engagement strategy? A solid game plan might be to start experimenting with video on Instagram and Facebook, and then as you grow more confident, expand to TikTok.

In the end, whether or not to embrace TikTok will depend on your nonprofit’s resources, audience and goals. But one thing is certain: The world of social media is constantly evolving, and staying ahead of the curve will require adaptability, creativity and a willingness to embrace new trends. And who knows? TikTok could be the unexpected game-changer in your social media strategy.


Want to catch up on the rest of the series?

Check out part one: Threads