Reason 8 of 10: Go Where Your People Are

Part of my series: Everyone Told Me to Delete TikTok. I Refused. Here Are 10 Reasons Why.

For two years I was chairman of Kraftur — a foundation supporting young people and their families facing cancer. The focus is young people between 18 and 39 years old.
When we looked honestly at who was actually engaging with us, it was mostly the older end of that group. The younger people weren’t finding us.
Because we were on Facebook. And young people are not on Facebook.
I pushed hard for us to go to TikTok. And I am so glad we did. Engagement is still growing. Content started reaching the people it was meant for. And then one of our videos went viral.
That moment meant everything.

And it’s not just charities. I also love following Össur on TikTok — seeing our products being used by real people in real life gives me a completely different understanding of our customers than any report ever could.

If you want to reach people — really reach them — you have to go where they actually are. Not where you are comfortable. Not where you have always been.

If you are on TikTok, go and follow Kraftur. Share their content. These are young people facing something enormous and they deserve to know support exists.

And while you are at it — follow Össur too. You might just see the world a little differently.

Meet people where they are. Always.

Next week: Reason 9 of 10.

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