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Agencies 4 Growth Festival Logo
Agencies 4 Growth Festival Logo

TikTok pushes into education amid content criticism

You may not be anywhere near the office water cooler right now, but we still want to spotlight the most talked about creative from the brands that should be on your radar. Today, we're looking at TikTok's push into the education space.

Since emerging back in 2016, TikTok has often faced criticism for its failure to censor inappropriate short-form videos that make their way onto the screens of minors; from overtly-sexualised dances to videos glorifying violence.

In a bid to combat this, TikTok has begun framing itself as a home of educational content. Starting in June, it launched #LearnonTikTok, which saw the platform invest €13m Europe-wide to collaborate with public figures, media publishers, and educational content to help users learn real-world skills in-app.

To ensure this push into the educational space doesn't go unnoticed, the short-form video app has unveiled its first-ever brand campaign, dedicated solely to educational content.

Voiced by beloved polymath Stephen Fry, the 'A-Z of TikTok' features user-generated content from creators like 'Take on Gravity' who explores the physics behind aeronautics, and Florian Gadsby who offers tips and trick to moulding the perfect pottery.

The campaign will run for four weeks across TV and out-of-home spaces across the UK. Beyond this, and TikTok has pledged to trial a new 'Learn' feed which will sit alongside its 'For You' and 'Following' in-app feeds.

'A-Z of TikTok' is the latest big brand campaign to emerge from the app this year. Back in May, it invested in its first TV campaign with 'A Little Brighter Inside,' which worked to showcase the short-form videos that have flourished in confinement, including cameos from Little Mix and Tinie Tempah, as well as Olympics star Tom Daley and The F Word chef, Gordon Ramsey.

Marking new territory for the brand, the move demonstrates how the young short-form video app has matured as it looks to grow in scale among a wider audience.

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