What does the TikTok ban mean for charities and non profits?

The U.S. government has banned (and unbanned) TikTok—a platform with 150 million American users and a unique ability to connect with Gen Z audiences.

For charities and nonprofits, this raises important questions. How will organisations that rely on TikTok to reach young supporters, tell stories, and fundraise adapt if it disappears from one of their biggest potential markets?

TikTok has become a cornerstone for digital storytelling and engagement. Its algorithm is revolutionary for its ability to “democratise visibility,” meaning that even smaller organisations without big marketing budgets can go viral, reaching thousands—or even millions—of new supporters. For charities working with limited resources, this has been a game-changer.

But with a potential ban looming, it’s worth exploring the impact on the sector and considering how to adapt. Let’s take a closer look.

Why TikTok Matters to Charities

It’s no secret that Gen Z cares deeply about social issues. From climate change to equality and mental health, they’re not just supporters—they’re active participants. TikTok has been the perfect platform to engage this demographic because:

• Authenticity Wins: TikTok favours raw, relatable content. This has allowed charities to connect with audiences on a personal level, sharing stories of impact without needing polished campaigns.

• Affordable Reach: Unlike paid ads on platforms like Facebook, TikTok’s organic reach means you don’t need a massive budget to make a big splash. Many nonprofits have successfully used TikTok challenges, trends, and regular storytelling to increase awareness and donations.

• Community Building: TikTok isn’t just about broadcasting; it’s about interaction. Nonprofits have built loyal communities by responding to comments, creating duet videos, and tapping into TikTok’s participatory culture.

With these unique advantages, TikTok has enabled charities to engage younger audiences in ways that no other platform has managed so far.

The Potential Impact of a Ban

If TikTok is banned in the U.S., the ripple effects will be felt globally, including here in the UK. Charities that have invested time and resources into the platform may lose their ability to connect with key audiences. For organisations planning to use TikTok as part of their strategy in 2025, it could mean going back to the drawing board.

Even if TikTok is not a part of your current strategy, the ban has struck fear into the hearts of marketers and comms managers who rely heavily on social media for engaging with their audience. The fragile reality of these platforms which we essentially ‘rent’ and do not own (unlike your website and mailing lists) has hit hard.

Here are some of the biggest challenges a ban could present:

1. Reaching Younger Supporters
   TikTok’s user base skews younger, with over 40% of users aged 16-24. Losing access to this demographic could limit the ability to inspire and mobilise the next generation of donors and activists.

2. Losing a Key Storytelling Tool
   TikTok’s format allows organisations to tell emotional, impactful stories in seconds. If charities can’t use the platform, they’ll need to rethink how they connect with audiences in such a dynamic, visual way.

3. Reduced Visibility for Small Charities
   Smaller charities, in particular, have benefited from TikTok’s ability to amplify voices. Without it, they might find it harder to compete with larger organisations that dominate traditional social media.

There’s Still Hope: Embracing New Opportunities

While the potential loss of TikTok would be a setback, it’s not all bad news. The rise of TikTok has pushed other platforms to prioritise short-form video content and improve their tools. This means there are plenty of alternatives for charities willing to adapt:

• Instagram Reels: Instagram has invested heavily in Reels, making it a solid option for engaging younger audiences. Its fundraising tools also make it easy to turn awareness into action.

• YouTube Shorts: With the backing of the world’s largest video platform, YouTube Shorts offers a fantastic way to share stories and build long-term engagement.

• LinkedIn: While it might not seem an obvious choice, LinkedIn has seen growth in video content and is a great space for thought leadership, partnerships, and professional fundraising campaigns.

Additionally, emerging platforms like RedNote provide new opportunities for innovation. While these platforms may take time to gain traction, charities that experiment early could find themselves ahead of the curve.

What Should Charities Do Next?

As the digital landscape shifts, adaptability will be key for charities looking to reach new people and raise awareness or donations using social media. Here are a few steps to consider:

1. Diversify Your Platforms: Don’t rely too heavily on one platform. Build your presence on Instagram, YouTube, LinkedIn, and other video-friendly spaces.

2. Invest in Video: Short-form video remains one of the most effective ways to connect with audiences. Keep experimenting with formats and storytelling techniques.

3. Explore Emerging Platforms: Keep an eye on new opportunities, like RedNote, to ensure your organisation stays ahead of the curve.

4. Focus on Your Audience: No matter the platform, understanding your audience and creating content that resonates with them will always be the key to success.

5. Develop Your Website: One of your most important assets is your website. Ensuring your SEO, ads and content are up to date will keep traffic flowing and will have your audience engaging with you.

6. Grow Your Email List: The social algorithms can be fickle, and apparently entire platforms can disappear! Your email list is your own and continue to outperform socials for efficiency.

How Will Your Charity Adapt?

At Bara Studio, we’re committed to helping charities navigate these challenges. We’re continuing to focus on creating short form video content for Instagram and LinkedIn this year for ourselves, and encouraging our charity clients and friends to do the same.

But we’d love to hear from you: How is your organisation adapting to the changing social media landscape? Are there platforms or techniques you see as essential for future engagement?