TikTok's Role in Rallies: Exploring the Ways Movements Utilize TikTok in Campaign Strategies
In the ever-evolving digital landscape, movement groups are leveraging TikTok to amplify their messages and connect with younger demographics more effectively. According to the 2022 Social Media Industry Benchmark Report by Rival IQ, TikTok's popularity among younger audiences, including a majority of Americans under 30, is on the rise.
TikTok's unique "for you" page, which delivers videos based on past engagement with similar content, is a game-changer for movement groups seeking visibility. Even smaller accounts can gain traction, thanks to TikTok's algorithmic approach.
The Boston Cyclists' Union's Pride Ride influencer programs and the recruitment of 9 out of 17 volunteer leaders for a specific event from TikTok are testament to the platform's potential for grassroots organizing. Estimates suggest that 15-20% of attendees for such events were recruited via TikTok.
Social Movement Technologies, an organization dedicated to providing training and support for digital organizing, offers a wealth of resources for movement groups looking to harness TikTok's power. Their courses cover topics such as developing a digital campaigning plan, livestreaming, text messaging, and digital security.
Effective content creation and community management on TikTok require a strategic yet authentic approach. Content should be visual, engaging, and aligned with current trends, using popular sounds. Micro-influencers, those with smaller but highly engaged followings, are a valuable resource, as they can produce authentic content that resonates with their audience.
Building a supportive and interactive community is crucial. This involves engaging with users by liking and replying to comments, and encouraging user-generated content. Digital safety is also paramount, with secure communication and online safety strategies ensuring trust and protection from harassment or misinformation risks.
Movement groups are finding success on TikTok by adopting a long-term, consistent content strategy focused on micro-influencers and authentic engagement. This decentralized approach helps build credibility and deep connections with diverse audiences, promoting sustained online discourse and wider reach.
For those interested in learning more about organizing with TikTok, Twitter, Snapchat, and digital security for activists, the author of this article offers recordings on top tools and tactics. The author's organization, Social Movement Technologies, has also published a range of resources, including guides on using Discord for progressive organizers, Bluesky, and creating video content with a smartphone.
[1] Social Movement Technologies. (n.d.). TikTok for Progressive Organizers: A Guide. Retrieved from https://socialmovement.tech/tiktok-for-progressive-organizers [2] Social Movement Technologies. (n.d.). Airtable for Content Calendars. Retrieved from https://socialmovement.tech/airtable-for-content-calendars [3] Social Movement Technologies. (n.d.). Digital Community Safety. Retrieved from https://socialmovement.tech/digital-community-safety [4] Social Movement Technologies. (n.d.). User-Generated Content. Retrieved from https://socialmovement.tech/user-generated-content [5] Social Movement Technologies. (n.d.). Consistent Communication and Strategy. Retrieved from https://socialmovement.tech/consistent-communication-and-strategy
- Movement groups are utilizing TikTok's algorithmic approach to gain traction and amplify their messages, as demonstrated by the Boston Cyclists' Union's successful recruitment of volunteers via the platform.
- Social Movement Technologies, a resourceful organization in digital organizing, offers a range of guides, including ones on creating content calendars, digital community safety, and using TikTok for progressive activism.
- Effective digital campaigning on TikTok requires a strategic yet authentic approach, incorporating user-generated content, micro-influencers, and a consistent communication strategy, while ensuring digital safety and online protection.
