This is leading to an increase in self-selecting audiences on TikTok. Not only can they find answers, but TikTok will showcase more relevant videos without the need to search. This means that for Gen Zers, TikTok is like Google – but better. TikTok also has a powerful personalised recommendation algorithm. We mentioned above that TikTokers are using the app as a way to connect with their interests. TikTok creators know this, so TikTok educational videos are notably different to other social platforms: they’re fun, bite-sized pieces of info to make people think. It’s the (free) Gen Z answer to Masterclass – where you can learn anything online from an expert in the field.Įntertainment is the most viewed category on the app. The app has seen big names like Countdown’s Rachel Riley giving maths tips and actor Sean Sagar giving acting lessons, and it has made social media stars out of TikTokers who could make unusual topics interesting and informative. But you’ll find stellar educational content wherever you look on TikTok. TikTok has previously partnered with educational institutions, such as the initiative #EduTok in India, which gained 126.5 billion views on videos across education, motivation and wellness. This direction notably contrasts with Meta’s aggressive social commerce direction for Instagram, which has gone so far as to put an entire shopping tab in-app. The fact that TikTok is getting serious about education marks the app as different from other social networks. TikTok is a learning platform that covers the full range of human interests. TikTok is not just a dance app marketers and brands have dismissed it in the past, but the raw power of the platform (which is the most popular app amongst young people and receives more traffic than Google ) is now hard to ignore. Why is TikTok focusing on education? Short answer: because this is what TikTok users are interested in. Combine informative, short videos with engaging and enjoyable content and a new form of learning format is born. The most important aspect of education on TikTok is fun. It’s also ideal for those who don’t want to dedicate hours to traditional, sit-down learning. Gen Z has an attention span of 8 seconds, so educational content on TikTok caters perfectly to capturing their interest. The real winner here is short-form videos. This makes it the perfect learning tool to explore interests and discover more about the world. TikTok is designed to constantly show users fresh content that will interest them, from any account on the platform. Why turn to social media like TikTok ? As Fanbytes noted in Digiday, TikTok isn’t a social network in the pure sense: users don’t open the app to simply see updates from friends. 75% of students wish to continue virtual education to some degree after the pandemic, and TikTok is a prime place for learners to keep that momentum going. They want to learn more about the world and what it entails rather than more traditional forms of education. Only 54% of this age group think their education has prepared them for future success. Who’s yearning for TikTok educational content ? *Gen Z raises their hands*.
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