Getting started with Tik Tok

With over 1 billion active users worldwide, TikTok presents a unique and powerful opportunity to raise awareness, engage new supporters, and drive donations.

The platform is all about short-form video and is particularly popular among Gen Z and millennials – demographics you may wish to reach and are likely to be serving and working with already.

By using TikTok’s short-form video format and viral potential, groups can tell compelling stories, build communities, and increase participation like never before.

Why TikTok?

TikTok’s reach is unmatched in terms of youth engagement.

Traditional platforms like Facebook may struggle to capture younger audiences’ attention, but TikTok thrives in that demographic. For sports groups this is key. Gen Z and younger millennials are more likely to engage with information from online shareable content and fast paced content – all of which align perfectly with how TikTok functions.

The algorithm-driven platform prioritises discovery over follower count. This means that even small groups can achieve massive visibility with creative content.

A well-crafted video can go viral, reaching thousands or even millions of viewers without the need for a large existing follower base. This levels the playing field for smaller community organisations looking to make a big impact with limited resources.

How to Use TikTok Effectively

To succeed on TikTok, you need to focus on authenticity, creativity, and storytelling. The content should be engaging and emotionally resonant.

Videos might include behind-the-scenes glimpses into the group’s work, personal stories from participants, staff spotlights, or challenges related to the sport. Humour, music, and trends can also be powerful tools if used thoughtfully and respectfully. TikTok’s native editing tools and effects make it easy to create polished content with minimal equipment.

User-generated content can also help organisations to drive engagement.

TikTok hashtag challenges, encouraging users to post their own videos engaging with your sport, showcasing their experiences from your activities, this user-generated content not only amplifies reach but also builds a sense of community and engagement.

Live streams offer another opportunity and can include hosting Q&As, event coverage, or engagement drives in real time.

Measuring Impact and Building Support

TikTok provides analytics that allows groups to measure views, engagement rates, and follower growth. These insights help refine content strategy and demonstrate the value of the platform to stakeholders.

TikTok is not just a trend

It’s a vital tool for modern marketing and outreach. By embracing the platform’s strengths in storytelling, community-building, and virality, charities can amplify their mission, attract a younger audience, and drive meaningful change in a way that is both scalable and cost-effective.

For groups looking to remain relevant and impactful in the digital age, TikTok is a channel worth investing in.

Top tips

Jump straight into it – content should be fast paced and visually interesting to capture engagement
No fade in – go for immediate engagement with a high intensity intro – you have less than 5 seconds to capture viewers’ attention
Make it authentic, your current participants are your best advertisement
Ensure you have consent from any participants you show in videos and photos.

Hashtags - your route to building your following

This is how the TikTok algorithm (For You page) reads what viewers are interested in. So if your group delivers basketball use #basketball and #hoops as well as more general #sport and #fyp.

Don’t be shy in using lots of hashtags, they’ll drive engagement and point more people to your page. You could even try this hashtag generator.