Since first launching in 2016, TikTok has become one of the fastest growing apps of all time, with an expected forecast of almost 17 million active users in the UK alone by 2024. The increase in TikTok’s popularity in recent years speaks for itself and the app is certainly the hot topic of conversation in the charity sector since it offers such a huge potential to engage the next generation of donors. 

But taking the plunge and setting up a page for your organisation can be daunting given the size of the platform, so here are a few top tips before you get started.

Consistency is key

Finding the time to set up a camera and film can be hard, but with more than one billion videos being watched on TikTok every day, posting regularly is the key to building a following and keeping your audience engaged. Most experts recommend that brands should be uploading between one and three times per day to establish a platform. But for small teams working for time-strapped non-profits, does anyone have this much time on their hands? This might be near on impossible to start with, so if you’re just starting out, two to three posts per week is perhaps more realistic. The point is, to commit to a schedule that you know you can deliver and keep your uploads consistent. A great example of regular posting comes from the Royal Opera House, which must be doing something right with an incredible, 524 thousand followers and 8.1 million video likes! Take a look at @royaloperahouse on TikTok.

Follow the trends

One of the easiest ways to get your content out there is to find out what is currently trending on TikTok and hop on the bandwagon! But how do you find out what’s trending? The easiest way to stay in the loop is to become a devoted TikTok user and do your own research. Check out the platform for yourself and get familiar with the trending hashtags, challenges, sounds and themes. TikTok runs entirely on trends, so by spending time scrolling the ‘For You’ page and finding videos that you could remake with your own spin on it is a great way to get some initial ideas. Listed as one of the most looked-at accounts in the UK, the Black Country Living Museum has done a great job at producing popular content and establishing a loyal following on the app, check out @blackcountrylivingmuseum on TikTok for inspiration.

Make use of hashtags

TikTok hashtags are one of the best ways to increase your views and although there has been plenty of discussion about what their connection is to the algorithm, they undoubtedly play their part in your content reach. Use hashtags that are relevant to the video itself, ones that are currently trending and a combination of popular and niche hashtags to vary your audience. The #ForYou hashtag is one of the most popular choices on the platform with - #ForYou, #fyp and #foryoupage racking up an incredible six trillion views collectively. If there’s one thing we know for sure, the more hashtags the merrier! See how the V&A Museum make good use of hashtags to boost views on TikTok at @vamuseum.

Discover your niche

Although jumping on popular TikTok trends can grow your audience – finding your niche and sticking to it is a sure-fire way to build a loyal following on TikTok. Users love to find creators who have discovered their specialism, knowing that they will always find content they enjoy on your page. Discovering what your forte is might not be an instant revelation. If you’re just starting out, test the waters and see what posts generate the most engagement. Once your TikTok starts to gain traction, narrow your focus down to the best performing videos and you’ve found it! Finding your niche will almost certainly make life easier when it comes to creating relevant and interesting content for your viewers. English Heritagehave built a community of over 500 thousand followers by figuring out its strong suit, explore @english.heritage on TikTok to see for yourself.

Set up Donation Stickers

So, let’s get to the point. How can you use TikTok to fundraise for your cause? 

In 2020, TikTok Donation Stickers were launched as a new in-app feature offering creators the opportunity to help raise funds within their videos and live streams for the charities and causes they care about. Throughout May that year, TikTok launched a donation matching scheme where they doubled user donations to contribute to the effort of many organisations that were supporting vulnerable groups though the impact of the pandemic. The British Red Cross was one of the first organisations to test this in the UK and with the help of social media influencers, raised over £90,000 through its TikTok campaign. Impressive! Another tip is to display a fundraiser on your profile, encouraging donations even further when users visit your page – allowing them to donate to your cause without even having to leave the app! Check out how the British Red Cross continue to encourage donations on TikTok at @britishredcross.

If you’re feeling overwhelmed by it all, don’t panic. Although it takes time to become an established creator, TikTok can be such a rewarding platform once you get there. Just remember, it’s essential to build a community of followers before you start asking for cash!

Will you be promoting your organisation on TikTok? Let us know on Twitter at @artsfundraising