TikTok Launches an Education Program in India
When you start TikTok, you may feel this app is made purely for entertainment, with its young users singing karaoke to popular songs, dancing in the street or their bedrooms, and smiling like they don’t care. But there is more to this mega popular app. For example, it was the service’s initiative to launch an educational program targeted at the market of India. As they explain it, the mission is to assuage local authority and expand TikTok’s offering.
The runners are right. Education is in high demand in India now, and TikTok has all it takes to deliver video lectures and practicums. The only thing it lacks is video content itself. But the project has already contacted many firms and individuals specializing in making educational videos.
Among its partners, we should point out names like Josh Talks, Nudge Foundations, Toppr, Vedantu, Made Easy, and Gradeup. The videos they make for TikTok will be distributed for free. Their audience is expected to be big, as there are from 120 to 200 million active TikTok users in India only. The first two partners, in addition, are to mentor about 5,000 people who will keep creating and promoting TikTok as an educational service.
The Lesser Lessons
TIkTok is known for its short videos (though not as short as, say, Coub). These videos, though, are long enough to explain a little bit of math, physics, chemistry, language, programming and so on, and add a visual explanatory part. The topics may be of any difficulty, from school to university, offering also rich materials for determined autodidacts.
Along with purely academic disciplines, there are practical recommendations. The app will offer instructions on staying healthy, both physically and mentally, and motivated.
Probably that’s the result of the lesson learned by TikTok itself. This incredibly popular service has been banned by the Indian government because of its “too explicit content”. Later it was unbanned. Now TikTok uses this as a chance to show its decent intentions and actions.
Education, Research, Experiments
If you find you share the stereotype mentioned in the beginning, don’t worry: it’s okay. TikTok has actually never run an educational project before; India is the first country to try it. The experiment seems successful so far. Josh Talks, for example, feels satisfied: its executive shares that it took them just two months to contact 35 million TikTok users. It’s far faster than on any other social media.
Experimenting is in its DNA. The owner of TikTok, a startup named Bytedance, has already incorporated some musical services to make the best service for social entertainment. On the other hand, it’s logical to offer an educational element, because most of TikTok users are schoolchildren and students. Finally, adult students (also very numerous) may see these new programs as the reason to join TikTok, if they are totally uninterested in singing, dancing, and showing it off.
Sachin Sharma, director of sales and partnerships, points out that it was the demand that inspired TikTok to go educational. The practice proves him right. There are over 10M educational videos made and published so far, collecting the total of over 48 billion views.
This boom is possible due to cheapening data and smartphones to consume the content with. That’s why it’s TikTok experiencing this boom, not, say, a traditionally desktop-oriented YouTube. Online education with a smartphone is a real goldmine, everyone in the industry admits.
Are You In?
Have you ever watched any educational videos? Were they on TikTok, YouTube, or any other platform? What sort of device did you use to watch them? And were they helpful? Share your story in the comments if you please.