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TikTok unveils new brand campaign as it pushes further into education


#LearnonTikTok – @TikTok_us unveils new ‘A-Z of TikTok’ brand campaign as it pushes further into education 

  • New ‘A-Z of TikTok’ brand campaign, voiced by Stephen Fry, celebrates the diversity of educational content and creators on TikTok
  • Over 36billion views of educational content on TikTok, with over 800 new education creators onboarded since June 2020
  • TikTok upweights investment in educational content with trial of new Learn feed 

TikTok has unveiled its first ever brand campaign dedicated solely to educational content in app. The ‘A-Z of TikTok’ campaign comes as TikTok reports there have been over 36 billion views of educational content in app and over 800 new education creators, partners and institutions, onboarded since the #LearnonTikTok programme was announced in June 2020.

The ‘A-Z of TikTok’ brand campaign celebrates the diversity and creativity of educational content and creators on TikTok, voiced by Stephen Fry. The campaign will run for four weeks across TV and iconic outdoor locations across the country.

It features user generated content from creators such as @takeongravity who explores the physics behind aeronautics to @floriangadsby who offers tips and trick to moulding the perfect pottery and even @mattadlard who explains how to whip up delicious meringues.

This builds on TikTok’s recent push into educational content, following the launch of #LearnonTikTok in June of this year, which saw TikTok invest €13M Europe-wide to collaborate with public figures, media publishers, educational institutions, and real-world professional experts to develop unique and entertaining educational content to help users learn real-world skills in-app. From life hacks to science tutorials, motivational tips to quick cooks, over 800 new #LearnonTikTok partners were onboarded to help make learning accessible, personal and local to TikTok’s community.

Beyond the brand campaign, TikTok will continue to invest in educational content in-app as it begins trialling a new Learn feed this week, which will sit alongside the For You and Following feed in-app and will collate and host educational content.

Rich Waterworth, General Manager of TikTok UK, said:

“We announced LearnOnTikTok in June 2020 and the response from our community has been incredible. In just a matter of months TikTok has evolved dramatically into a place that nurtures and grows a diverse range of educational creators and learning content, from bitesize cooking tutorials to sign language demos and sporting tricks to lessons in astrophysics. 

“TikTok is no longer a platform you go to just for entertainment, it’s a place to learn something new, acquire new skills, be inspired to do something you’ve never done before or connect with others over a new interest. Our new ‘A-Z of TikTok’ brand campaign is a celebration of the breath of creative and entertaining educational content that’s unique to TikTok.”

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