KOCHI:
#EduTok, one of TikTok’s most successful knowledge-based campaigns, has been seeing a positive outcome since its inception four months ago as the campaign has been trending consistently with over 42.5 billion views.
Taking into account the many benefits of Digital Learning, #EduTok was launched as an effort to empower TikTok users to create meaningful and inspiring content around various themes. The campaign which has seen users creating videos on a variety of subjects such as education, motivation, safety, health and wellness. #EduTok has also observed very interesting market-specific insights from the campaign.
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. TikTok users from Chennai and Bhopal 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.
Malayalam creators started their own hashtag #EduTokMalayalam (close to 70 million views) which resulted in a 30% increase of Malayalam users joining TikTok. The success of the campaign is a testament to the shift in content consumption on TikTok, from entertaining videos to the ones that focus on personal development and education.
“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.
