The recent Supreme Court ruling on TikTok has sparked intense public interest, underscoring the platform’s cultural relevance and the undeniable power of short-form video. The Court's unanimous decision on January 17, 2025, requires ByteDance to sell TikTok’s U.S. operations by January 19, 2025, or face a nationwide ban. However, ongoing sale negotiations and potential action from the incoming Trump administration could still impact how and when the ban is enforced.
Regardless of whether TikTok continues to operate or faces restrictions, one thing remains certain: the demand for short-form video content isn’t going anywhere. Instead, this is your moment to fully embrace the need for video creation. Treat gathering and creating video assets as a nonnegotiable for your marketing and development teams.
The popularity of short-form video across audiences
In 2023, U.S. adults spent more minutes on TikTok than any other platform, with YouTube coming in second. While Facebook might have the highest number of active users, people are devoting more of their time to video platforms.
It’s a misconception that short-form video is only for younger generations. In 2024, U.S. moms spent most of their social media time on Facebook, but TikTok and Instagram followed closely. This demonstrates that these platforms — and their video formats — resonate across demographics. From Gen Z to parents, short-form videos effectively engage diverse audiences.
Furthermore, when U.S. consumers were asked how they want brands to engage with them, top responses included “Participating in popular internet memes or social media trends” and “Partnering with well-known celebrities or influencers.” These findings emphasize that brands must show up where consumers are — in virtual spaces — participating in trends and engaging through the content formats they enjoy most.
Reaching your audience with the right message
Short-form video is becoming essential, and diversifying your creative approach is equally important. Testing out new platforms safeguards you against channel disruption (like the ongoing TikTok drama) and expands your reach to new donor groups. And reusing parts of your content can decrease the cost of expansion. Here’s how:
- Leverage Multiple Platforms: Repurpose video content for CTV, TikTok, YouTube Shorts, Facebook, and Instagram Reels — even as text messages — to maintain visibility and engagement across donor demographics.
- Adapt for Broader Audiences: Voiceovers, title cards, or minor edits make it easy to tailor your message to different audiences.
- Engage Creatively: Participate in trending memes or collaborate with influencers to resonate with your audience and boost views.
- Maintain Consistent Output: Don’t let uncertainty slow your content creation. Use this time as motivation to experiment and explore new channels and trends.
- Explore Emerging Channels: Dive into new platforms to better understand their audiences, shared content, and what makes specific videos successful.
Video for key donor journey moments
Using video strategically throughout the donor journey increases engagement and giving. In the consideration stage, video is powerful for turning prospective audiences into active supporters by sparking heartbreak and urgency. A short, emotional narrative that illustrates the problem in a tangible, human way can inspire action.
As donors move into the engagement stage, video content should shift to reinforce the impact of their contributions. For example, share stories of lives changed or projects accomplished thanks to their generosity. These videos should evoke hope, pride, and a sense of belonging to a meaningful cause.
Finally, in the stewardship phase, video can create a deeper, lasting connection by expressing heartfelt gratitude. A personalized thank-you video or a behind-the-scenes glimpse into the organization’s work can remind donors of their vital role in the mission. Matching the tone and content of your videos to the donor’s stage in the journey ensures your message resonates and strengthens their commitment.
Keep creating
Though the future of TikTok is still unfolding, the demand for engaging, impactful content is only growing. Now is not the time to scale back on your video plans. Keep creating, keep innovating, and let short-form videos drive your donor engagement strategy forward.
