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TikTok Announces Fundraising Initiatives for Giving Tuesday, $7m in Direct Donations for Mission-Driven Organizations

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tiktok announces fundraising initiatives for giving tuesday 7m in direct donations for mission driven organizations

TikTok has announced a new series of live-stream fundraisers as part of an expanded Giving Tuesday push, which will also see the platform allocate $7 million in direct donations to various organizations.

TikTok Giving Season banner

As explained by TikTok:

On GivingTuesday (November 30th), known as the world’s biggest day of generosity, we’re delighted to join hands with our global TikTok community and introduce #GivingSzn, a celebration of generosity and goodwill featuring LIVE programming from creators and non-profit organizations, including fundraisers and community-rallying moments around the world.”

Various high-profile creators will be taking part in the initial event, including Matthew & Ryan, Arturo Allende, and Spencer West. But that will only be the first stream – as it looks to help as many charity groups as it can ahead of the busy holiday season, TikTok will continue to host more donation-focused live-streams throughout December, which could provide a big boost to charities that will no doubt be stretched to their limits over the coming weeks.

In addition to this, TikTok itself will donate $7M to various mission-driven organizations around the world, “to support the causes our community cares about the most”.

“Part of the donation will be made in the name of TikTok creators globally to non-profits of their choice. We’ll also be donating $1M in ad credits to support global non-profit organizations in their end-of-year fundraising efforts.”

TikTok has been an active contributor to many charitable causes, including the $250 million in funding to assist frontline workers combating COVID-19, and $200k as part of its #CreativityForGood initiative, which it launched earlier this year.

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In addition to this, TikTok says that many individual users have also raised significant funds for various charitable organizations through its in-app giving tools.

In 2021, almost 75,000 donations were made on TikTok in support of various organizations and causes globally such as fighting hunger, supporting humanitarian relief efforts as well as promoting health and wellbeing. TikTok creators such as @ghosthoney, @cristiandennis, and @valentinebrothers have also been at the forefront of raising awareness around some of the world’s most important issues.

It’s good to see TikTok putting these contributions front and center, and building such into its expanding business. And given the popularity and influence of the platform right now, these latest initiatives will no doubt provide an important boost for support and assistance groups that will be needed more than ever this holiday season.

An added benefit for TikTok is the institution of habitual behaviors, with every transaction helping to make such more commonplace, which could also help in its broader eCommerce push.

But the main focus is on raising funds, and these new streams could play a key role in raising awareness.

The first TikTok LIVE ‘Global Give Back’ stream will take place on November 30th at 11am PT/ 2pm ET on the @tiktokforgood account.

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Snapchat Explores New Messaging Retention Feature: A Game-Changer or Risky Move?

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Snapchat Explores New Messaging Retention Feature: A Game-Changer or Risky Move?

In a recent announcement, Snapchat revealed a groundbreaking update that challenges its traditional design ethos. The platform is experimenting with an option that allows users to defy the 24-hour auto-delete rule, a feature synonymous with Snapchat’s ephemeral messaging model.

The proposed change aims to introduce a “Never delete” option in messaging retention settings, aligning Snapchat more closely with conventional messaging apps. While this move may blur Snapchat’s distinctive selling point, Snap appears convinced of its necessity.

According to Snap, the decision stems from user feedback and a commitment to innovation based on user needs. The company aims to provide greater flexibility and control over conversations, catering to the preferences of its community.

Currently undergoing trials in select markets, the new feature empowers users to adjust retention settings on a conversation-by-conversation basis. Flexibility remains paramount, with participants able to modify settings within chats and receive in-chat notifications to ensure transparency.

Snapchat underscores that the default auto-delete feature will persist, reinforcing its design philosophy centered on ephemerality. However, with the app gaining traction as a primary messaging platform, the option offers users a means to preserve longer chat histories.

The update marks a pivotal moment for Snapchat, renowned for its disappearing message premise, especially popular among younger demographics. Retaining this focus has been pivotal to Snapchat’s identity, but the shift suggests a broader strategy aimed at diversifying its user base.

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This strategy may appeal particularly to older demographics, potentially extending Snapchat’s relevance as users age. By emulating features of conventional messaging platforms, Snapchat seeks to enhance its appeal and broaden its reach.

Yet, the introduction of message retention poses questions about Snapchat’s uniqueness. While addressing user demands, the risk of diluting Snapchat’s distinctiveness looms large.

As Snapchat ventures into uncharted territory, the outcome of this experiment remains uncertain. Will message retention propel Snapchat to new heights, or will it compromise the platform’s uniqueness?

Only time will tell.

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Catering to specific audience boosts your business, says accountant turned coach

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Catering to specific audience boosts your business, says accountant turned coach

While it is tempting to try to appeal to a broad audience, the founder of alcohol-free coaching service Just the Tonic, Sandra Parker, believes the best thing you can do for your business is focus on your niche. Here’s how she did just that.

When running a business, reaching out to as many clients as possible can be tempting. But it also risks making your marketing “too generic,” warns Sandra Parker, the founder of Just The Tonic Coaching.

“From the very start of my business, I knew exactly who I could help and who I couldn’t,” Parker told My Biggest Lessons.

Parker struggled with alcohol dependence as a young professional. Today, her business targets high-achieving individuals who face challenges similar to those she had early in her career.

“I understand their frustrations, I understand their fears, and I understand their coping mechanisms and the stories they’re telling themselves,” Parker said. “Because of that, I’m able to market very effectively, to speak in a language that they understand, and am able to reach them.” 

“I believe that it’s really important that you know exactly who your customer or your client is, and you target them, and you resist the temptation to make your marketing too generic to try and reach everyone,” she explained.

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“If you speak specifically to your target clients, you will reach them, and I believe that’s the way that you’re going to be more successful.

Watch the video for more of Sandra Parker’s biggest lessons.

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Instagram Tests Live-Stream Games to Enhance Engagement

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Instagram Tests Live-Stream Games to Enhance Engagement

Instagram’s testing out some new options to help spice up your live-streams in the app, with some live broadcasters now able to select a game that they can play with viewers in-stream.

As you can see in these example screens, posted by Ahmed Ghanem, some creators now have the option to play either “This or That”, a question and answer prompt that you can share with your viewers, or “Trivia”, to generate more engagement within your IG live-streams.

That could be a simple way to spark more conversation and interaction, which could then lead into further engagement opportunities from your live audience.

Meta’s been exploring more ways to make live-streaming a bigger consideration for IG creators, with a view to live-streams potentially catching on with more users.

That includes the gradual expansion of its “Stars” live-stream donation program, giving more creators in more regions a means to accept donations from live-stream viewers, while back in December, Instagram also added some new options to make it easier to go live using third-party tools via desktop PCs.

Live streaming has been a major shift in China, where shopping live-streams, in particular, have led to massive opportunities for streaming platforms. They haven’t caught on in the same way in Western regions, but as TikTok and YouTube look to push live-stream adoption, there is still a chance that they will become a much bigger element in future.

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Which is why IG is also trying to stay in touch, and add more ways for its creators to engage via streams. Live-stream games is another element within this, which could make this a better community-building, and potentially sales-driving option.

We’ve asked Instagram for more information on this test, and we’ll update this post if/when we hear back.

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