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TikTok for good: How the American Red Cross grew a TikTok following to reach a new audience with its mission

Author

Listed:
  • Correll, Haley

    (American Red Cross, USA)

  • Buckholtz, Jess

    (American Red Cross, USA)

Abstract

With more than 1 billion active users per month, TikTok has quickly become one of the world’s most popular social media platforms. Since its launch, the platform has positioned itself as a serious competitor against more established social media platforms. With the rise of TikTok’s popularity comes brands’ desire to tap into a fresh new audience. By way of illustration, this paper shows how the American Red Cross acquired a significant TikTok following by creating a content strategy based on niche subject matter, current events and user comments — turning the platform into a strategic part of the organisation’s social media strategy.

Suggested Citation

  • Correll, Haley & Buckholtz, Jess, 2023. "TikTok for good: How the American Red Cross grew a TikTok following to reach a new audience with its mission," Journal of Digital & Social Media Marketing, Henry Stewart Publications, vol. 10(4), pages 295-305, March.
    • Handle: RePEc:aza:jdsmm0:y:2023:v:10:i:4:p:295-305
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    More about this item

    Keywords

    TikTok; audience building; content strategy; social media marketing; communications; social media video;
    All these keywords.

    JEL classification:

    • M3 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising

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