TikTok launches Edutok campaign

October 14, 2019

TikTok has announced to officially launch Edutok, its knowledge-based campaign later in October. The company, who is using the Edutok campaign as a strategic move for stepping into the burgeoning education technology market in India, said EduTok was launched as an effort to empower TikTok users to create meaningful and inspiring content around various themes and that the campaign has seen users creating videos on a variety of subjects such as education, motivation, safety, health and wellness.

The app, which already has several individual players and education technology companies holding classes on everything from everyday spoken English and sixth-grade mathematics to how to prepare for exams in the government sector, faced regulatory challenges over unsavoury content and intermediary ownership issues.

Now with Edutok, TikTok wants to be seen as a platform that has social value. And with over 1 billion downloads worldwide and $1 billion set aside for international expansion, even Facebook’s Mark Zuckerberg is worried. For nearly four months, the app has been courting and advising top creators on optimizing content for Edutok. 

According to the company, its Chennai and Bhopal users have been traversing through motivational content on #EduTok, while users from Amritsar are utilizing #EduTok for career related content as well as for learning a language. Unboxing and tech hacks have caught the maximum attention of Kochi and Delhi users while Pune tops the charts of being the city which is most keen on overall learning from #EduTok.

Malayalam creators started their own hashtag #EduTokMalayalam (close to 70 million views) which resulted in a 30% increase of Malayalam users joining TikTok.

“EduTok has become a phenomenon. The campaign aims at building an ecosystem that is constructive and collaborative. It urges our users to adapt to a new-age approach to learning. As part of the campaign, we are also looking at various offline and online collaborations so that our users have access to a variety of content and learning opportunities. With such a remarkable response to #EduTok, TikTok’s pursuit in enriching its users lives with meaningful content has only become stronger,” said Nitin Saluja, director, public policy, TikTok India.

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