TikTok is China’s first global success of a social media app. With over 800 million active users online across 155 countries and available in 75 languages, you can imagine why people can see the huge opportunities for reaching audiences that are typically hard to engage. 

The app allows users to create 15-second videos with music or voiceovers in the background offering an array of filters and effects to create seamlessly edited and impressive content that can be shared worldwide. 

By understanding the purpose and admirability of the app and seeing it as ‘where the kids hang out’, it makes itself an excellent tool to integrate ‘micro-learning’ with fun but important information. By noticing the popularity of the trending hashtag #LearnOnTikTok, the TikTok team plans to integrate videos from celebrities and much-admired online personalities in an effort to educate young people on important issues and key academic subjects.

Martin Jefferies, social media manager at English Heritage believes access to TikTok’s younger audience provides opportunities to explore different types of content suited to a ‘visual-first’ audience. 

“We think that TikTok is a safe space to explore stories that matter most to young people, so things like black history, LGBTQ stories from some of our sites, women’s history as well – it feels like a very safe, welcoming environment’.”

Experts and institutions will be commissioned to deliver educational content for the platform as the company attempts to diversify its content – Universities and charities are also among those who will be paid to create bespoke content.

To introduce the videos, the platform will be leaning on the likes of British actor Sean Sagar who will be sharing tips on preparing for auditions, and TV presenter and mathematician Rachel Riley who will be helping to develop maths skills.

It will be interesting to see how this new strategy unfolds. What will be more interesting is how brands choose to harness this power and how the platform chooses to either support or make life difficult or businesses to capitalise on the largely young population.

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