TikTok
TikTok is one of the best social media platforms to reach younger LGBTI people, and one of the fastest growing. HootSuite describes TikTok as “a bite-size version of YouTube, with videos ranging between five and 60 seconds in length. Creators have access to an assortment of filters and effects, as well as a massive music library”.[18]
What can groups use TikTok for?
TikTok can be used by groups to raise awareness and engage audiences. TikTok’s focus is on positive content, with successful videos tending to be original, funny, and relatable. This makes it a great platform for “empowering and engaging campaigns that allow people to feel a sense of involvement”.[19]
The TikTok for Good initiative helps charities launch “Hashtag Challenges” where users create content to show support for a cause. This can help charities grow their audience and awareness around particular issues.
Content creation
If your group is largely made up of young people, or this is who you want to target, then TikTok is worth considering. Try involving young people or getting them to lead on your content creation, otherwise videos could end up off the mark.[20]
TikTok’s unique algorithm is a huge part of why the platform has become so successful, so quickly. This algorithm generates a feed for each user related to their interests. This means that LGBTI groups and charities stand a good chance of having an audience on TikTok. There are many ‘sides’ of TikTok (distinct communities), and this includes ‘gay TikTok’, ‘Lesbian TikTok’, ‘Bisexual TikTok’ and ‘Alt TikTok’.[21]
Keep it simple, keep it interesting… TikTok prides itself on relatable and genuine content, in contrast to other platforms, so creating raw and ‘human’ videos about LGBTI lives and causes does well. “Simple explainer videos with text added in-app can go viral – you just have to post what people are interested in”.
TikTok features
TikTok’s in-app editing tools are easy to use for beginners and bypass the need for computer editing software”.[22]
Find simple tips on how to record and edit a video here.
Find more examples of how charities are using TikTok here.
How Often to Post
- Minimum: One post a week
- Better: 3 posts per week
- Optimal: 1-3 posts per day
- Avoid: Disappearing for weeks or months.
Footnotes
- Paige Cooper, Hootsuite (2021), ‘All the Social Media Apps You Should Know in 2021’. (Return to reference [15])
- Brent Barnhart, Sproutsocial (2021), ‘Social media demographics to inform your brand’s strategy in 2021’. (Return to reference [16])
- Brent Barnhart, Sproutsocial (2021), ‘Social media demographics to inform your brand’s strategy in 2021’. (Return to reference [17])
- Katie Sehl, Hootsuite (2020), ‘Everything Brands Need to Know About TikTok in 2020’. (Return to reference [18])
- Aidan Paterson, Charity Digital (2021), ‘TikTok for Good: how charities can use TikTok to engage audiences’. [Accessed 09/06/2021] (Return to reference [19])
- Amy Johnson, Reason Digital (2020), ‘TikTok for Charities’. (Return to reference [20])
- Liz Sommer, StayHipp (2020), ‘The Sides of TikTok’ (archived copy). (Return to reference [21])
- Amy Johnson, Reason Digital (2020), ‘TikTok for Charities’. (Return to reference [22])
