Nonprofit marketers and communicators may think they know TikTok – but this session will show them the power this platform has to advance their missions. We will provide an overview of how nonprofits can leverage TikTok, and share success stories from nonprofits that will inspire your next campaign and change the way you think about advancing your cause in the digital era.

1. crafting educational content
worksheet
What you put into the world represents
your organization, and that can feel like
a lot of pressure.
As creators and publishers, we can find
ourselves stifled for fear of putting out
content that doesn't resonate. But
sometimes, there's just too much to say,
and content quality suffers.
But have no fear, the TikTok Education
and Philanthropy team is here to help!
We've devised the below set of
questions to ask yourself before hitting
that post button!

2. considerations when
starting on TikTok
Example: College folks of all genders ages 18-30
interested in sustainable living.
Example: Teachers of all ages looking for
educational content about sustainability.
Example: Fashion-forward women interested in
up-cycling clothing.
Audience:
Who is your intended primary audience?
Who is your intended secondary audience?
Who could be an unintended audience?
Example: I'm the account people turn to when
they have questions about sustainable living.
Example: I want my audience to see me as one of
the leading experts in environmentalism.
Example: I want to tell the world that by taking
small steps every day, they can leave a big impact
on the environment.
Positioning:
What's your "thing"?
How do you want your audience to perceive your
organization and account?
What is the primary message you want your
account to convey?
Examples: I want to speak to my audience in a warm,
yet authoritative voice.
Example: Our account will ALWAYS report on
important environmental news. Our account will
NEVER shame individuals for misunderstanding
recycling.
Example: Our account is like your cool, smart
science teacher who is here to support you and help
you learn.
Voice:
How do you want to speak to your audience in
order to get your message across?
What are the characteristics of your account's
voice? (You can use "always" and "never" phrases to
figure this out.)
Consider creating a persona for your account!
Example: How to recycle a pizza box in one easy
step.
Example: Not all recycling claims are
created equal.
Theme & Topic:
What is your TikTok video about?
Is there a lesson you want to impart on the
world?
Example: A stranger might not know that I'm a
Scientist, so I'll make sure to write my title on screen.
Example: Since I'm talking about ways to recycle a
pizza box, I'll demonstrate the steps you take. I might
also show a trash dump, explaining that this is where
pizza boxes go when they aren't properly recycled.
Example: I know a fisherman who saved a turtle from
choking on disgarded remains of a pizza box. I could
have him share his story to add color and dimension.
Storytelling:
What kind of context do I need to explain in order
for a stranger to be able to watch and understand
this video?
Who or what do I need to show or feature in this
video to drive the point home?
Is there someone who has a personal connection to
this topic I could enlist to tell this story?
Example: I want the user to change how they
throw away pizza boxes.
Example: I want the user to leave empowered to
take steps to make a difference.
Example: I want users to spread the word about
the right way to recycle.
Takeaway:
What is the one nugget of information you want
people to walk away from your video
understanding?
Is there a specific feeling you want to leave the
audience with?
What kind of action might this video encourage?
considerations when
crafting TikTok videos
1/4

3. story structure
Hook
Front-loading the lesson is key! This is the
most interesting, attention grabbing bit of
information that will stop a user from scrolling
away from your video.
Think of it like a teaser or cold-open in a crime
TV show. The writers show you just enough
before the first commercial break to get you
to come back
Intro
No need to tell us about your organization, the
face of your video or your brand. Let your story
speak for itself by creating something that's
super engaging for your intended audience.
Interesting Turn
Keep users from swiping away by taking your
story in a new direction
You'll know you've done this if you are using
words like – but, until, except, however, although,
despite, etc.
Additional Info
Another fun fact to add some color to the
story!
Interesting Turn
Just when users thought they knew where this
was heading, surprise them to keep them
watching.
Final Info
Feel free to end your video a second or two
too early! We want to see the looping
behavior.
The last moment of your video should not be a
throwaway! We want people to stick around!
So your final information should be something
the audience NEEDS after watching your
video!
This could be
The payoff to the story.
An actionable step they can take into their
lives
A cliffhange
A final, mind-blowing piece of information!
(You can end on a twist!)
2/4

4. example
3/4
Structure: Script:Thespokenorwritten
wordsusedtotellyourstory.
Visual:Thefootagethatwill
illustrateyourstory.
Hook
Newresearchrevealsyoumightbe
recyclingthis
extremelycommonitemall
wrong.
Talenttalkingdirectlytocamera.
Intro
Americansgothrough3BILLIONpizza
boxesevery
singleyear...that’sequivalent
totheweightof53
EiffelTowers!
Videoofpizzaboxesbeingdumped
intoalandfill
GraphicrepresentationoftheEiffel
Towerbeingtrashed.
InterestingTurn
Butforyearsrecyclersweretoldthat
oncetheoil
frompizzapenetratedthose
boxes,itcouldn’tbe
separated.
Videoofoilfrompizzastainingapizza
box.
AdditionalInfo
Andthoserecommendationsmeant
billionsofpizza
boxesendedupin
landfills.
Red"X"overarecyclingbinwitha
pizzaboxinit.
InterestingTurn Butthereisawaywecanmakeadentin
that600
tonpileofbadnews. Talenttalkingdirectlytocamera.
FinalInfo
Newstudiessuggestthat“typical” levels
offoodwastedon’timpactpizzaboxes’
abilitytobe
recycled!Simplyemptyyour
boxofstraycrustand
itcouldseea
secondlife!
Close-upofthetalentwipingapizza
boxandputtingitintherecyclingbin.

5. now you try
Structure:
Script: The spoken or written
words used to tell your story.
Visual: The footage that will
illustrate your story.
Hook
Intro
Interesting Turn
Additional Info
Interesting Turn
Final Info
4/4