Tiktok Launches Charity Stickers Feature
TikTok has continued its charitable drive by announcing a new feature today that will encourage people to donate to two UK charities that are supporting people during the coronavirus crisis.
Donation stickers were announced by the company in a blog today. The feature allows creators to include the opportunity to buy stickers for viewers that will raise money for charities and causes that the creator cares about.
Clicking the sticker takes viewers to a donate page, where they can give money to charity without leaving the app. The stickers work in videos and TikTok Lives – just like the other stickers on TikTok. The donation platform is powered by Tiltify, a fundraising platform that handles personal data and money transfers securely.
The two charities TikTok is supporting at launch are British Red Cross and Help Musicians, two charities supporting those affected by coronavirus.
It comes a little over a week after TikTok announced a £5 million donation to the RCN Foundation’s COVID-19 Healthcare Support Appeal. That donation will provide emergency funding to thousands of frontline healthcare workers, as well as psychological support both during and after the coronavirus emergency.
For the next month, TikTok will be matching all donations made through donation stickers under the hashtag #doubleyourimpact.
It’s part of a significant shift that the app is making towards supporting charitable causes during these extraordinary times. The company earlier this week launched Small Gestures, an attempt to tackle some of the sadness and stress users are feeling right now. It’s “a new way for users to provide much-needed comfort and “thinking of you” reminders to their friends and family while we are apart,” says the company.
The small gestures include things like three-month memberships to Adobe Premiere Rush, or a one-month DashPass subscription to DoorDash.
Simultaneously, TikTok has pledged $250 million to support those affected by coronavirus, including supporting small companies rebuilding and offering supplies for healthcare workers on the frontline of the battle against coronavirus.
“COVID-19 is giving all of us a new perspective, and in the face of this unprecedented crisis, we are collectively seeking moments of joy and inspiration,” says Alex Zhu, TikTok’s president. “We are committed to playing our part in that global outpouring of mutual support and giving. We want to magnify all we are seeing across our community and translate it into concrete relief for those most affected by this crisis.”
The rationale behind the decisions to support the community is obvious: TikTok has faced its fair share of criticism due to alleged ties to China, and the risk that its base there puts it under the watch of the ruling Communist Party. The app is under a national security investigation in the United States, and subject to a lawsuit in California over claims that it has incorrectly processed data – a claim which the company denies.
But it’s also a way to present the app as a cornerstone of the global community – and to support those in need, and to gain good PR during difficult times.
Certainly, we’re seeing an uptick in digital services and apps like TikTok as more and more people spend time at home and look for diversions and entertainment. And the more that the company can place the app in the forefront of people’s minds, the better it is – and the more likely that they’ll return to the app once the crisis is all over.