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

Haley Correll and Jess Buckholtz
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Haley Correll: American Red Cross, USA
Jess Buckholtz: American Red Cross, USA

Journal of Digital & Social Media Marketing, 2023, vol. 10, issue 4, 295-305

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.

Keywords: TikTok; audience building; content strategy; social media marketing; communications; social media video (search for similar items in EconPapers)
JEL-codes: M3 (search for similar items in EconPapers)
Date: 2023
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