Introduction
TikTok is all the talk, but itโs been a real challenge for movement groups to figure out how it applies to their work.
We know TikTok is powerful – it recently passed YouTube in average watch time per user, its user base is growing rapidly, and its unique approach to content discovery helps even small accounts (very occasionally) hit it big with a video.
We see story after story of individuals with clever content or compelling campaigns breaking through. Despite this individual success, itโs been hard for movement groups to figure out how to use it.
Learn from a case study on how theyโre using TikTok in their organizing. And yes, we also cover reasons you might NOT want to invest in TikTok in your campaigns.
Access Course
This course is run by Social Movement Technologies and is also available in these languages – Espaรฑol, Franรงais, Portuguรชs, Arabic – ุนุฑุจู. To access the full course you will need to enrol in their course online.
Notes from Presentation Slides
Here are some notes from the presentation slides to give you a quick overview. Access the course to see the full slides.
What is TikTok?
- A highly visual, short-form, vertical video social media platform
- Interaction, sounds, trends, dances, stitches, duets, are a huge part of the culture
- Individual โcreatorsโ, not organizations, are the most popular (example stitches)
- TikTok users see videos from many accounts, including those they donโt follow, in the โfor youโ page
- Videos in the for you page (or FYP) delivered based on past engagement (watch time, comments, follows, likes) with similar videos
Why use TikTok?
See studies:
- Social Media Use in 2021: A majority of Americans say they use YouTube and Facebook, while use of Instagram, Snapchat and TikTok is especially common among adults under 30. Pew Research Center; 2021
- 2022 Social Media Industry Benchmark Report, All-Industry Social Media Benchmarks. Blair Feehan, Rival IQ, 2022
Case Study
TikTok case study – Boston Cyclistsโ Union
Pride Ride – Influencer programs
- Volunteer recruitment: 9 of 17 person volunteer leader team came from TikTok
- Turnout of approximately 200-250 people, estimate that 15-20% came from TikTok
- (We started measuring by source codes to see the impact of TikTok, but donโt have all the data yet!)
Top Tips for Content
- Spend 5 minutes a day finding something that makes you laugh, trends and save the sound as a favorite so you can do โthis trend, but bikesโ
- Make it visual – be at the actual place itโs at / about wherever possible (or green screen your way in)
- โJust post it, who caresโ – let the internet decide
- Drive engagement and watch time (โLeave a comment with your favoriteโฆโ)
- Be authentic – I sound like me – a 26 year-old gay man
- Start with a hook in the first few seconds
Top Tips for Community Management
- Community management – like and reply to every comment if possible (even if itโs just a smiley face) – algorithm based on watch time, if you reply they might go back; actual questions
- DMs like an info@ box – donโt ask people to leave the app
- Community management – check TikTok 3-7 times a day, donโt do it when Iโm not working; 3-4 minutes
About Author
Social Movement Technologies collaborates with campaigners and activists around the world to build people power for justice in the digital age. They provide organizing strategy, training and campaign support. They run lots of digital organizing courses, free and paid, including:
- Developing your Digital Campaigning Plan
- Livestreaming for Organizing
- Text Messaging for Organizing
- Is your Activism working? Measure it
- Managing Google Ad Grants for Organizing
- Good Design for Organizing
- Digital Security for Activists
- Transitioning to a Remote Team
- Twitter: Why every campaigner should use it
- Top tools and tactics to bump up your online organizing game
- Snapchat for Organizers
- Telegram
You can sign up and receive their recordings on top tools and tactics, using Twitter, Snapchat, and TikTok for organizing, digital security for activists, and tips on working remotely and managing campaigns and teams remotely.
Explore Further
- Filming tips and how to use the TikTok camera, TikTok
- Complete glossary of TikTok terms, Movers and Shakers
- The Influencer Toolkit for Campaigns & Causes, ACRONYM
- Source Codes by Customer Relationship Manager, Social Movement Technologies, 2021
- Beginnerโs guide to making video with your smartphone, Joel Dignam
- Video as an advocacy tool: 3 how to videos to improve your video and filming techniques, Witness
- How to do video content faster, lighter and without a big budget, Digital Storytellers
- How to use Discord: A Guide for Progressive Organizers, Parties & Movements
- Bluesky 101: How-to Guide for Progressives