TikTok has launched a new in-app donation feature called Donation Stickers that let creators raise funds for charities through their videos and livestreams.
The British Red Cross and Help Musicians are the first charity beneficiaries in the UK to have dedicated donation stickers.
Globally, TikTok will be matching users’ donations made through Donation Stickers, starting today (April 27) through to May 27, 2020.
Creators can now start including them in their videos and livestreams and users can start donating immediately.
The new feature follows TikTok’s recent pledge of $375 million to COVID-19 relief efforts.
Available in select countries, Donation Stickers are clickable donation buttons that can be embedded directly in videos and TikTok LIVEs, just like other stickers on the platform.
When a user clicks the Donation Sticker, they’ll be guided to a window where they can submit a donation without having to leave the app.
Donation Stickers are enabled in-app by fundraising platform Tiltify and only users aged 18 and older are able to donate.
“Connecting artists and their music with fans has always been at the heart of TikTok, so we wanted to do our bit to help them access the support they need to get them through this crisis.”
Paul Hourican, TikTok
Paul Hourican, Head of Music Operations UK, TikTok said: “With gigs cancelled and venues closed, there’s no doubt that artists have been hugely impacted by the coronavirus pandemic.
“Connecting artists and their music with fans has always been at the heart of TikTok, so we wanted to do our bit to help them access the support they need to get them through this crisis.
“By working with Help Musicians, we hope that the collective contribution from TikTok and our community will play a part in preserving the UK’s vibrant and diverse music industry in these challenging times.”
“We have seen incredible collaboration in the music industry and it is with fundraising such as this that we can continue to make a meaningful difference to musicians when they need us most.”
James Ainscough, Help Musicians
James Ainscough, CEO, Help Musicians said: “We are delighted to be supported by TikTok at a time when musicians and music creators need us more than ever.
“Phase one of our hardship support, The Help Musicians Coronavirus Financial Hardship Fund, received and processed 17,000 applications, which begins to highlight the scale of the issue.
“As well as further hardship funding and new creative funding opportunities, we will be working hard to provide musicians with mental health support (the Music Minds Matter helpline plus new wellbeing resources) and structured business advice to ensure that musicians can continue to grow their income in the long term.
“We have seen incredible collaboration in the music industry and it is with fundraising such as this that we can continue to make a meaningful difference to musicians when they need us most.”Music Business Worldwide