Blog / Community Philanthropy

TikTok: A New Frontier for Philanthropy?

by Karen Hoekstra
TikTok: A New Frontier for Philanthropy?

Confession: I am an avid TikTok user. Not only does my work require knowledge of social media and keeping tabs on the different types of philanthropic activities happening in those spaces, but I deeply enjoy using the app on my own time, as well. Of all the platforms I’ve explored over the years, TikTok is one of the most unique, exciting, and ripe for charitable activity.

Recently, I noticed a new and interesting trend in my video feed (the highly curated content feed known as the “For You Page” or FYP). Every fourth or fifth video featured someone asking for help paying off some kind of debt. Watching the videos in full, I realized that the creators were not soliciting monetary donations or sharing GoFundMe links; instead, they were asking viewers to “watch this video for 10 seconds and press a few buttons.”  Some of the videos went on to explain that the creators earn money from views and engagement — a few simple clicks is all it would take to help them. So, I watched the videos, clicked “like,” and added comments. I’m helping a stranger, I told myself, and it only took a few seconds of my time.

The Mechanism Behind the Movement

At the heart of this trend is TikTok’s Creator Rewards Program, which allows eligible users to monetize their content based on engagement metrics — the more views, likes, shares, and comments a video receives, the more the creator earns through the program.

To qualify for the Creator Rewards Program in the U.S., users must meet specific criteria: at least 10,000 followers and 100,000 video views within the past month. Once accepted, creators begin to earn money from TikTok through engagement on their qualified videos. This has led to an emerging and unintended movement of creators taking advantage of the program to post specific calls to action, mentioning the need for help with one of any number of financial needs — paying off student loans or covering medical expenses, for example. The hashtag #payoffdebt often accompanies this type of content, appearing in more than 300,000 videos and collectively racking up millions of views.

A New Approach to Philanthropy

This new spin on crowdfunding is different from other types of giving via social media, and TikTok’s unique algorithm is key to its momentum. Unlike more traditional platforms like Facebook and Instagram, where engagement typically favors larger influencers or posts with high engagement, TikTok democratizes visibility, allowing everyday users to connect with audiences who resonate with their stories. The more you scroll and engage, the more finely tuned and customized your “For You Page” becomes.

The app boasts more than 170 million active users in the U.S., with 62% of adults under the age of 30 saying they use TikTok. Gen Z —  a demographic particularly attuned to the intersection of technology and social good — favors TikTok over other platforms.

Faced with uniquely challenging economic circumstances — including a combined $590 billion in student loan debt and an unprecedented housing shortage — millennials and Gen Z are increasingly turning to less traditional ways of supporting themselves and others. At the same time, they are recognizing the economic value of their attention and online engagement. TikTok generated $16 billion in revenue in the U.S. in 2023, and users are looking to take advantage of the app’s distinct features to intentionally redirect that value toward their online community’s specific needs and causes.

A TikTok creator who goes by the name of Bona Bones says, “I think that there’s a little bit of a reclamation happening. TikTok is using us for our content, and we’re figuring out how to use it back.” Her monetized videos have so far earned more than $1,000, which she plans to use toward expenses for her upcoming wedding.

In a time when so many systems are not working for those who need support, these creators have found one that does — at least for the moment.

The Impact of Community-Driven Philanthropy

What distinguishes this movement from traditional institutional philanthropy is its grassroots nature. These TikTok creators are not relying on celebrity endorsements or large donations. Instead, they are everyday users intentionally engaging as a collective in no-cost, low-effort acts of humanitarianism.

TikTok also fosters a sense of immediacy and relatability that traditional crowdfunding platforms often lack, making engagement with videos feel more personal and impactful. The urgency surrounding financial needs makes these calls for engagement particularly compelling.

For many users, engaging with these types of videos represents a small, simple way to make a difference. A few seconds of your attention could help someone cover a medical bill, pay off student loans, or fund a life-saving procedure for a pet.

This movement embodies what researchers are calling “algorithmic mutual aid” — the concept that online communities can redistribute the value they create to support one another in times of need — and the TikTok community has embraced this concept. The trend has resonated with millions across the U.S. and transformed casual scrolling into acts of community support.

Conclusion

As this new form of philanthropy takes shape, questions about its sustainability arise. Will TikTok continue to support creators through the Creator Rewards Program? Will eligibility requirements become more stringent? Will TikTok even be available in the U.S. come January 2025? The bill passed by Congress and signed by President Biden in April 2024 calls for a nationwide ban of the app if TikTok’s parent company, ByteDance, doesn’t sell to a new owner.

TikTok is also a black box when it comes to transparency. There is no easy way of knowing if or how many people are truly being helped by this trend. Another creator I reached out to said she was no longer enrolled in the Creator Rewards Program because she felt her videos had been “throttled” or suppressed by the platform and were no longer earning money. Bona Bones said she has also heard of this happening on the platform. “There’s zero accountability on TikTok’s part,” she says. “They have no accountability to us as creators.”

The fact remains; TikTok has created a dynamic space for those seeking innovative ways to fundraise and provide support. More than 30 years after the introduction of the World Wide Web, we continue to reinvent the ways in which we engage with each other in the digital realm.

In an era when social media often fosters division, TikTok has inadvertently created a platform that supports collective and community-driven philanthropy — one video at a time. As younger generations redefine the landscape of giving, TikTok stands as a powerful example of how digital communities can mobilize to tackle financial challenges and encourage solidarity.

Karen Hoekstra
Karen Hoekstra
Marketing and Communications Manager
Karen Hoekstra joined the Johnson Center for Philanthropy in 2015. As marketing and communications manager, she leads the design and dissemination of the center’s branded communications efforts, including the Johnson Center website, email newsletters, and publications such as The Foundation...