TikTok is using its short video format for a new digital learning project. The brand created #LearnOnTikTok, a program dedicated to educational videos for viewers during the Coronavirus pandemic. In April TikTok announced a $250 million donation for pandemic efforts—$50 million of that donation is now being used for #LearnOnTikTok. The money is funding 800 media companies, public figures, and educators who will bring learning material to TikTok on a variety of topics. Celebrities including astrophysicist Neil Degrasse Tyson and chef Jose Andres, as well as media brands including PBS Nature and Women’s Wear Daily (WWD). TikTok users can find short videos on everything from aquatic life and painting tips to exercise routines and cooking lessons by searching the hashtag on the app.
According to TikTok, many of the businesses included in #LearnOnTikTok have been negatively affected by the Coronavirus pandemic, so the project could provide them with much-needed publicity while educating viewers. Including celebrities in the campaign could also help the project expand its audience reach, as they already have a following they can bring to the app. TikTok rolled out the initiative on May 28 and has already seen 4.8 billion views on its hashtag, exemplifying the power of educational content. Finding innovative ways to engage TikTok’s Gen-Z dominant crowd—who make up 70% of the app’s user base—could also help the campaign succeed, according to a Gartner report on the topic. #LearnOnTikTok could become a permanent fixture if more users continue to engage with the various profiles and educational lessons offered through the program.
School may be physically out, but it’s still in session on TikTok. #LearnOnTikTok could engage audiences through its remote educational efforts, potentially strengthening user loyalty and drawing in new users eager to learn through short-form videos. The initiative could also inspire more educational-based businesses to join TikTok in an effort to encourage learning with users.