Let’s be real, TikTok isn’t just for dance trends, lip syncs and the ‘younglings’ anymore. It’s grown into a massive platform for community building, learning, storytelling and yes, even fundraising.

So, should your charity be on TikTok this year?

The short answer? Maybe. Let’s talk through it properly.

First off, ask yourself: why TikTok?

Is it because you’re seeing everyone else on it? Or do you actually have a plan for how it could work for your charity?

If it’s just about following trends, maybe pause for a second. You need a clear reason, not just FOMO.

How TikTok can work for your charity

• You don’t need a big following.

TikTok gives small accounts a chance. If your content connects, it will get seen. It’s not about follower count but about value and timing.

• Real moments win.

People scroll fast, but they stop for honesty. Short, behind-the-scenes clips, updates from the field or staff answering questions, this kind of content builds trust without needing a full media team.

• Great for reaching new (and younger) audiences.

If your charity wants to start engaging Gen Z and younger Millennials, TikTok is a good place to find some. And they do care about causes, they just need to hear about them in a way that feels real.

• It doubles up as content for other platforms.

TikToks don’t have to live on TikTok alone. Reuse them as Instagram & Facebook Reels, YouTube Shorts or even on LinkedIn, especially if they tell a strong story or spotlight your work in action.

Why TikTok might not be the one (right now)

• It’s a time investment.

Posting once a week won’t cut it. To really gain traction, you need to show up consistently, ideally 3-5 times a week. If that’s not realistic with your team or capacity, you won’t get much back.

• Not all stories are for social.

A lot of charities work with people in difficult, vulnerable situations. And often, those stories can’t (and shouldn’t) be put online. That limits what you can post, and that’s okay.

• Growth depends on consistency.

TikTok’s algorithm rewards regular posting. So if you can’t maintain a steady flow of content, even strong videos might not perform well over time.

• You’re not trying to build an audience there

If your supporters aren’t spending time on TikTok or you don’t have the capacity to build a new audience from scratch, it’s okay to focus on platforms where you’re already seeing traction. Don’t force it just because.

If you’re going to do it, here’s how to do it well:

1. Set a clear goal. Awareness? Volunteers? Donations? Don’t just post for the sake of it.
2. Film in batches. Spend one afternoon getting 4-5 clips sorted for the week. Saves you stress.
3. Think vertical, think simple. No one needs a professional documentary. Just talk to the camera, show what you do or share a day-in-the-life moment.
4. Reuse it all. Don’t make TikTok content just for TikTok. Post it across platforms to get the most out of it.
5. Don’t chase trends if they don’t fit. Your work is powerful enough. You don’t need to record unnecessary footage if it doesn’t align.

And FYI – this is also a thing:

TikTok has its own TikTok for Good initiative to support charities using the platform. It’s worth a look if you’re thinking about how to show up meaningfully and make the most of the platform.

So… yay or nay?

Yay – If you’re ready to experiment, can commit to regular video content and want to expand your audience.

Nay – If you’re stretched thin, your stories are hard to film, or you already have platforms that are working well.

Either way, thinking more visually and building video into your strategy is still a win. Even if TikTok isn’t your thing, video performs well everywhere right now.

Not sure where to start?

I help charities create realistic content strategies, whether that includes TikTok or not. If you want support figuring out how video could work for you (without burning out your team), I’m just a message away.