Engaging stakeholders on TikTok: A multi-level social media analysis of nonprofit Microvlogging

Nonprofits are slow adopters of new social media platforms, yet many have joined TikTok. Successful microvlogging on sites like TikTok, Instagram, and SnapChat requires different types of engagement than microblogging on sites like Facebook and Twitter. The authors conduct a mixed-method social media analysis to answer three questions: Do microvlogs support traditional social media functions? How are nonprofits engaging with stakeholders through microvlogging? Which function in the hierarchy of engagement framework best engages stakeholders? The authors qualitatively coded 1160 microvlogs on TikTok from 58 nonprofits. The qualitative dataset was merged with TikTok metadata to capture quantitative measures of user engagement. Findings indicate nonprofits employ community-building strategies more than information-sharing and action strategies. Users engage more often with the nonprofits' community-building microvlogs. The authors conclude that nonprofits adapt their strategy to more effectively engage stakeholders when microvlogging, which suggests there may be a "new hierarchy" of engagement for microvlogging platforms.