Popular social media app TikTok has announced that Edutok, its knowledge-based campaigns in India, has been seeing a positive response since its inception at the start of summer 2019.
In this time, the Edutok campaign on TikTok India has been consistently trending with over 42.5 billion views in total, reports the Economic Times (India).
The Edutok campaign in India, identified by the use of the hashtag #EduTok, was launched with the intent to empower TikTok users to create meaningful and inspiring content around various themes.
The campaign has seen users creating videos on a variety of topics, including education, motivation, safety, health and wellness.
Looking at the geographical make-up of India’s #EduTok creators, TikTok said that its users in Chennai and Bhopal were most keen to access motivational content, while Amritsar’s users were looking for a combination of career related content as well as learning a language.
Kochi and Delhi users were most interested in unboxing and tech hack content, and Pune was the city that was most eager to learn generally via the campaign’s hashtag.
As the popularity of #EduTok in India rose, creators in Malayalam started their own hashtag trending with #EduTokMalayalam garnering almost 70 million views, resulting in a 30% increase of locals joining the app.
EduTok on TikTok India encourages a “constructive and collaborative” learning ecosystem
Nitin Saluja, Director of Public Policy for TikTok India, said: “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.”
Hari is the Managing Editor of Global Education Times. Hari has clocked nearly a decade working as a communications professional with a focus on the education sector. He has also had stints in journalism and advertising in a career which has seen him live, study, and work, in three countries.
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