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How To Get Started On TikTok For Nonprofits

Reading Time: 4 minutes

Listen on Apple | Listen on Spotify

TikTok is where it’s at. In fact, it’s the #1 platform nearly ALL of my podcast guests have said they’re the most intrigued about. So today I’m talking to Samantha Vlasceanu, a TikTok coach on a mission to convince you that TikTok is NOT just for teenagers and silly dance videos. TikTok is for nonprofits too!

In fact, it’s an incredible platform that has taken the world by storm. Samantha blew me away when she told me that there are over 400 million active users on TikTok every single week that are over the age of 30! Intrigued yet? 

Samantha has over 130,000 followers on TikTok and shares her favorite TikTok content ideas, the differences between TikTok and Instagram’s algorithms, and the top metrics we should be paying attention to.

Why businesses are doing so well on TikTok (and the difference between Instagram and TikTok)

TikTok is where it’s at. Nearly all of my previous podcast guests have said they’re the most intrigued or curious about TikTok more than any other platform. If you’ve had ANY hesitation in the past about getting your organization up and running on TikTok, let today be the day that you change your mind and take action.

As much as we may not want to believe it, someone is far more likely to sit down and consume 50 videos in a row of short-form content, as opposed to several long-form blog posts or detailed Instagram captions. 

As Samantha says, people “like” posts, but they “share” videos, and that’s the action we all want to see on our content!

The Instagram algorithm is pretty straightforward. When we share content there, it gets sent out to our network of followers, which isn’t necessarily our ideal audience. On TikTok, it doesn’t matter if you have one follower or one million followers. You’ll reach an entirely new audience every time you post.

While Instagram allows us to use up to 20-30 hashtags, Samantha recommends a maximum of 7 on TikTok, and it’s important to use hashtags that will attract your ideal audience.

An easy-to-implement TikTok content strategy

Thinking about getting started on TikTok? Samantha encourages nonprofits to start with answering your FAQs. Share the stories of the people you’ve helped. Bring awareness to your mission.

What are the top 10 topics or questions you want to showcase about your organization? And how can you create content based on that list?

Starting with 3-5 thirty second posts per week is a great cadence – just be mindful of your quality. Quantity is not going to land you results on TikTok, but focusing on amazing, quality content will.

One of my favorite tips from Samantha is asking yourself these three questions before you post ANY piece of content:

  1. What is the overall goal of this video?
  2. Who is this video for? (A cold audience, warm audience?)
  3. Is this on brand? (You don’t want to be all over the place!)

Strive to hit on three adjectives in all of your videos. For example, Samantha strives to be funny, knowledgeable, and passionate. She may not embody all 3 words in every single video, but she’ll at least be one of the three.

How you can use TikTok as a vessel – not the overall goal 

When it comes to your TikTok strategy, it’s important to be building a following, but also boosting engagement and donations.

A cold audience is not going to donate right off the bat. They aren’t going to leave the platform to go to your website, so your call to action should match the audience – maybe it’s a simple “send us a DM” or “follow us to learn more”, whereas a warmer audience could be enticed to book a call or donate to your cause. 

Pro tip? TikTok now has a feature where you can apply to have a Donate button spotlighted on your profile.

Now let’s talk about data, because data is fun to nerd out about!

The three metrics we most want to pay attention to are shares, watch time, and rewatches. At the end of the day, you want punchy, actionable content that takes off and keeps people on the platform. Why? Because TikTok will then reward you by sending your content out to more people in your ideal audience.

Samantha’s Ask

Samantha would love to hear if you were inspired today to start your TikTok account. She also encourages you to DM her on Instagram at @thetiktokcoach and she’ll take a look at your account and offer a couple of tips.

She says, “I want you to grow your organization using a platform like TikTok. Don’t sleep on it. Think of it as Instagram back in 2009 when everyone assumed it was just for kids. We are now at 2010 where Instagram is. Don’t miss the boat on TikTok.”

Notable Quotes from Samantha

“Use TikTok as a vessel, not the overall goal. Your call to action should be in relation to who you’re trying to talk to. For example, your cold audience – they’re not going to donate right off the bat, and they’re not going to get off the platform for one video that you do. They don’t know who you are yet.”

“TikTok gives everyone the American Dream chance where you can be a nobody and nobody knows who you are. You can be a whole new business or organization coming off this platform, but you can make a huge difference with your voice and your message.”

“Focus your content on the value for your ideal audience. Your audience is the hero. You and your content and your organization should be the guide in getting them from point A to point B.”

Resources & Links

Follow Samantha on Instagram at @thetiktokcoach or on TikTok @thetiktokcoachsamv.

You can also check out her favorite resources: Answer the Public for content ideas and inspiration, and InShot, her favorite video editing app.

Samantha’s favorite brands to follow on TikTok are Duolingo, BarkBox, Amazon, and Red Bull.

Join my upcoming live workshop series, Grow Your Gifts, and learn how to launch optimized ad campaigns on Instagram and Facebook, plus get personalized feedback from me. Get on the interest list now to learn more and have a successful giving season.

My mastermind is reopening in January! If you’re ready to build and launch an impactful monthly donor program in just 3 months, apply hereWant to make Missions to Movements even better? Take a screenshot of this episode and share it on Instagram. Be sure to tag @positivequation so I can connect with you.

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