February 7-March 5, 2023 is Eating Disorders Awareness week, and TikTok has announced that it’s partnering with the National Eating Disorders Association (NEDA) and the National Alliance for Eating Disorders. This partnership highlights various creators to put eating disorder resources at the forefront by using the hashtag #ItsTimeForChange.
The campaign featured content both from those recovering from eating disorders such as anorexia nervosa, bulimia nervosa, binge eating disorder, and even brought awareness to lesser known eating disorders like orthorexia and other eating disorders not otherwise specified (EDNOS) which are classified as “disordered eating” rather than a diagnosable eating disorder.
TikTok, NEDA, and the National Alliance for Eating Disorders: The Perfect Pairing for Change
It is estimated that 9% of the global population, including 28.8 million Americans, suffer from eating disorders. The most common demographic for those with eating disorders are females ages 12-25[1], which aligns closely with the largest demographic on TikTok.[2]
With the rise in eating disorders among teen girls, fingers are pointing to social media as a core source of the development of this mental illness.[3] In fact, several lawsuits have been risen against social media sites like Meta[4] for the algorithms showing–particularly underage female users–images of overly thin models or content that glorified over exercising.
However, it is important to recognize that young females are not the only demographic vulnerable to eating disorders. Eating disorders can also affect other genders, and anyone at any age can develop an eating disorder.
Considering TikTok’s massive global reach and their largely young female userbase, the #ItsTimeForChange influencer campaign has the potential to create real waves–with lasting ripple effects–for some of social media’s most vulnerable users.
This powerful partnership is a fantastic representation of how influencer marketing contributes to cause marketing as a whole.
The Power of Cause Marketing + Influencer Marketing
Cause marketing is a type of marketing strategy in which a company or brand partners with a social cause or nonprofit organization to promote a specific message or campaign. The purpose of cause marketing is to create a mutually beneficial relationship between the company and the cause, in which both parties gain something from the partnership.
In the context of influencer marketing, cause marketing involves collaborating with influencers who are passionate about a particular cause or issue. The influencer uses their platform and social media following to raise awareness and promote the cause to their audience.
In the case of TikTok and the eating disorder organizations, the organizations gain more notoriety for their cause and push their initiatives to the forefront of one of the most popular social media platforms in the world, and TikTok creates a better public image for itself.
For example, a beauty brand may partner with an influencer who is an advocate for animal rights to promote a cruelty-free makeup line. The influencer would share their personal story and passion for the cause while highlighting the brand’s products.
By partnering with influencers who have a strong following and influence over their audience, companies can reach a larger audience and increase their brand awareness while also promoting a good cause.
Are You Ready to Further Your Cause With Influencer Marketing?
Influencer marketing is one of the most impactful forms of growth marketing and can reach virtually any demographic anywhere in the world. If you’re ready to start the conversation and empower your non-profit or social cause to reach global recognition, contact a member of our team today.
Sources:
[1]https://www.hopkinsmedicine.org/psychiatry/specialty_areas/eating_disorders/
[2]https://datareportal.com/essential-tiktok-stats
[3]https://www.brookings.edu/blog/techtank/2022/02/24/how-do-we-solve-social-medias-eating-disorder-problem/
