The popularity of social media is spreading like wildfire in current times. And the recent addition to the most popular social media platforms that have been keeping netizens busy is TikTok. Ask a GenZ’er about what TikTok is, and the reply will be instant. This video-sharing social media platform from China has lately been declared the 7th most downloaded mobile app of the decade. Funny, creepy, cringy, romantic, and what not, TikTok allows the users to create some really addictive and appealing videos. No wonder, the platform has been gaining massive popularity ever since its launch and now enjoys over 500 million users globally.
Now, TikTok has recently come up with its one-of-a-kind educational initiative, EduTok, which marks its foray into the e-learning space. EduTok is a multi-phased integrative initiative targeted at the Indian digital community and aims to support educational content on TikTok. Surveys have revealed that over 10 million pieces of content have already been created using the hashtag EduTok and have garnered over 50 billion views.
In the year 2020, the significance of TikTok and EduTok cannot be negated. It is because they are redefining entertainment, education, learning, and knowledge-sharing. Take a look at the below pointers to understand better why and how TikTok and EduTok will be important this year as well as beyond.
TikTok and EduTok are emerging as popular marketing channels
TikTok today competes with veterans in the social media space with regards to idea, innovation, content, as well as engagement. This has been made possible because the platform gives a chance to an array of ‘non-pro’ creators to showcase their creativity to the best, which was otherwise a little difficult on other platforms. But just having the users upload content was not where TikTok stopped. It aimed to propel the creative economy of India with its contribution in the digital marketing sphere and hence introduced EduTok.
The key aim of this new campaign from TikTok is to encourage and support independent creators and educational organisations to impart knowledge to the fraternity of TikTok users. And the best part is that the audiences aren’t the only beneficiaries of the campaign. The creators, commercial partners, digital MCNs, NGOs, as well as educational institutions, also benefit from it.
TikTok’s foray into education is mainly a response to the increasing demand it has witnessed from the users. Educational footages are amongst the most engaging and popular videos on TikTok globally. Surveys have revealed that with the rise in consumption of smartphone in the country, an increasing number of edtech start-up companies have emerged to offer their catalogue online. TikTok has taken advantage of this aspect and has collaborated with edtech start-ups like Toppr, Vedantu, Gradeup, and Made Easy to provide educational content for the platform. Besides, it has partnered with social enterprises Nudge Foundation and Josh Talks to mentor 5,000 creative people pan-India on critical topics like skill development, soft skills, job readiness, career planning, and identity building.
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