‘With #EduTok, TikTok is now a platform for creative expression & empowerment’

The programme is aimed at supporting first-time internet users by giving them access to education content created by TikTok, said Sachin Sharma, Director of Sales and Partnerships, TikTok India

by exchange4media Staff
Published - Oct 21, 2019 8:59 AM Updated: Oct 21, 2019 9:20 AM
TikTok EduTok

With the launch of e-learning programme EduTok, TikTok has now marked its entry into the education field. “While TikTok started as an entertainment app, today 60 per cent of its users have diversified to other fields such as fitness, education, motivational videos, health, technology and so on,” said Sachin Sharma, Director of Sales and Partnerships, TikTok India at the launch of #EduTok in Delhi recently.

The platform has gone beyond being an entertainment app and has established its identity as a platform for creative expression and technology-driven empowerment.

Through this initiative, TikTok has collaborated with social enterprises - Josh Talks and The/Nudge Foundation to promote e-learning on the app. According to Sharma, this programme is aimed at supporting first-time internet users to gain knowledge by giving them access to education content created by TikTok creators.

Sharing the milestones of EduTok, Sharma said the initiative has achieved 48 billion campaign views on 10 million new creations in just three months. The app also witnessed 1.8 billion shares.

Talking about the plans ahead, Sharma said, “We will focus on partnerships, value content and community building.”

Sharing more insights, Geet, a motivational speaker for TikTok, said, “EduTok is redefining and enabling people in our society. It encourages everyone to be a creator to share knowledge and to be a student as well.”

In April 2019, TikTok was taken down from app stores due to a ban imposed by the Madras High Court. However, in a month’s time, it was back on top in App Stores with #ReturnOfTikTok also trending.

TikTok has also launched a creators’ lab for #EduTok and have unveiled an awareness campaign #WaitASecToReflect that aims to sensitise India’s growing digital population about safe and responsible use of user-generated content platforms.

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