Using the app’s new donation stickers, TikTok users can now raise money for charity during the Coronavirus pandemic.
TikTok’s newest effect lets users embed donations into videos and livestreams. Viewers click on a sticker to quickly donate without having to leave the app. To incentivize users to donate, TikTok has pledged to match donations up to $10 million until May 27, adding to the $250 million already donated by the company. Followers looking to view videos with donation stickers can search the hashtag #doubleyourimpact, which will be automatically added to any donation post.
TikTok has seen colossal download growth in the past year, according to a Gartner report, in addition to a surge in usage since international lockdowns began. While the app has been working to engage its large audience—such as through its live-streamed “Happy At Home” series—the donation stickers are now getting TikTok users directly involved in Coronavirus relief efforts. Charities working with TikTok through the stickers include the CDC Foundation, Meals on Wheels, The British Red Cross, and the James Beard Foundation. For now, the app is working with a chosen set of charities, but has plans to add more eligible organizations, as well as make the stickers a permanent feature. The donation stickers are currently available only to users in the U.S., UK, Italy, France, and Germany—but could expand to other countries soon. TikTok’s donation stickers follow in the footsteps of Instagram, which lets users add donation buttons to their stories or fundraise for charities through livestreams.
As TikTok is relatively new to the western market, the donation stickers could help the brand gain trust with its rapidly growing user base as well as raise awareness for charitable causes. With increased usage during the crisis, the sticker rollout could bolster engagement and set the stage for future benevolent efforts on the app.