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Social media platform TikTok has grown to become one of the most influential and informative platforms in America. With the possibilities for its use growing everyday, nonprofits and membership organizations have been turning to TikTok to spread their missions and causes.

Recently, I attended “TikTok for nonprofits: A secret weapon to drive your cause,” a workshop led by Anthony Shop, Social Driver co-founder and National Digital Roundtable chairman, to learn more about how non-profits and similar organizations can take advantage of the platform and best share their philanthropies and membership opportunities.

During this workshop, Brett Peters, the education and philanthropy partnership lead at TikTok, recommended organizations keep these four practices in mind when creating and sharing specifically educational content:

Your video needs to be between 15-30 seconds long.

Peters shared that for educational content, 15-30 second long videos were the best length for sharing important information while continuing to keep attention and engagement.

Don’t leave extra seconds at the end for a logo or filler.

As tempting as it may be to create a nice ending focusing on your logo or slogan, Peters recommends skipping this step. Having those extra seconds increases the likelihood of viewers scrolling away from your video, affecting your analytics.

Dive deeper into the important topics. 

As the experts in their respective fields, organizations should use TikTok to share deeper or more specific information on the topics they care about. No one wants to hear the same ‘ole stuff every time.

Be personal.

Your audience wants to hear from YOU: What your organization stands for, cares about and supports. Personalization is key to true engagement on TikTok.

As more and more TikTok users turn to hashtags like #LearnOnTikTok, organizations access valuable opportunities to reach engaged viewers who actually care about the causes they serve. Utilizing the practices Peters shared when creating your organization’s videos will help provide the best possible product to reach your audience, potentially gain new members and inform a new generation of people.

Ashley Neal
Post by Ashley Neal
January 20, 2021
Ashley is a marketing and communications professional with expertise in sales conversion, copywriting, and social media.