RNLI gains 4 million TikTok views in one week with behind-the-scenes videos

RNLI-TikTok

The Royal National Lifeboat Institution (RNLI) has gained more than 100,000 new social media followers and over 4m views since launching last week on the popular social media platform, TikTok.

The RNLI is now the second biggest UK charity on the platform, behind the British Red Cross.

This success has caused the RNLI to now have over 1m followers across Facebook, Twitter, Instagram, LinkedIn and now TikTok.

This video of a young woman being pulled out of the water by lifeboat crews at has been viewed over 1.6m times.

RNLI strategic social media manager Athar Abidi says: “Our TikTok launch was meant to be a low-profile affair to allow us the opportunity to test and learn, so its immediate popularity took us all a little by surprise.

“As a discovery channel, TikTok gives us the chance to reach and resonate with a new audience, so over the coming weeks, we will be posting content that reflects the diversity of our work, our volunteers and our supporters to inform our ongoing content strategy.”

Launched on Wednesday, 13 July 2022, the first RNLI TikTok post showed its volunteer lifeboat crews and beach lifeguards battling rough seas in a post that attracted more than 2.6m views.

@rnli

We’ve offically launched…our tiktok channel 🙌 #fyp #tiktok #rnli

♬ original sound – rapidsongs

Other posts include a video showcasing the five classes of RNLI all-weather lifeboats:

@rnli

Meet the fleet. Our all-weather lifeboats can launch to the rescue in all conditions #rnli #rnlifamily #lifeboats #fyp

♬ In Love With You – BLVKSHP

And a behind-the-scenes look at a floating boathouse at Poole:

@rnli

What’s your favourite item in our Poole lifeboat station? #lifeboatstation #fyp #justmakessense #rnli #lifeboats #rnlifamily

♬ original sound – Ellen

Abidi adds: “This new channel will help us save lives at sea by reaching a new generation of supporters by delivering key safety advice to an organic audience, that now tops the one million mark, who can help spread our message even further through their extended networks.

“Our most recent TikTok post gives advice ahead of the school summer holidays, which has been viewed over 12,000 times and carries vital lifesaving information such as reminding people to visit a lifeguarded beach and calling 999 in an emergency.”

Earlier this month, RNLI issued a safety warning for younger swimmers, following a surge in summer rescues.

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