How we helped TikTok shift perceptions from being seen as pure entertainment to something that provides educational value.

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Showing that TikTok can be valuable in more ways than one.

TikTok had a deep-rooted reputation for music and dance. They came to us wanting to change this perception and show the world that the social media app offered value in so many other ways. But TikTok came to us wanting to change this perception and show that the social media app is valuable in other ways too.

But how do you overcome engrained ideas of what an app is for and attract new users whilst maintaining a level of authenticity to keep existing users happy?

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Educating users with genuinely useful content.

We wanted to showcase a different side of TikTok: using it as a tool for engaging with the world around us. Our #LearnOnTiktok campaign curated a diverse range of creators and added fresh new categories to the app, including Education, Advice, Life Hacks, and DIY.

We sourced the best creators in these fresh edu categories and engaged them at scale and for the long term, adding new creators to the marketing mix, month on month. Once we’d seeded these categories with the first wave of content, they began to take on a life of their own and started filling people’s feeds with genuinely useful content.