When people log into TikTok, they usually come to discover something new. Videos that highlight unconventional products or services regularly go viral, but so do videos that explain how the world works.
As an example, look at Chemistry TikTok. Chemistry might not have been many people's favorite subject in school, but videos that showcase how different elements react to each other are all the rage on TikTok.
The chemistry account NileRed has built a following of 8.3 million people just by posting chemistry videos. One of its most popular videos has an unbelievable 80.7 million views.
In an era of remote learning, students and teachers are coming to TikTok for information and ideas, allowing edtech brands to meet their target audience on TikTok.
TikTok recognized the power of educational videos early. In 2020, it launched a hashtag, #LearnOnTikTok, promoting how-to or lesson-oriented content.
TikTok hired scientists like Bill Nye and Neil Degrasse Tyson to post videos to the hashtag, but anyone can use it. #LearnOnTikTok posts have already brought in 232 billion views, making it one of the most popular hashtags on the video app.
As TikTok grows as a learning platform, brands and startups in the edtech space should take advantage. TikTok has over 1 billion active users worldwide, and many of them are school-aged.
Dozens of universities, from the University of Limerick in Ireland to Youngstown State University in Ohio, already have active TikTok presences, and so do tech-oriented companies like Duolingo.
At the start of 2021, TikTok introduced a partnership with Quizlet, a virtual flashcards company. Through the partnership, content creators let TikTok users embed Quizlet flashcards into their videos, making it easy to create TikTok videos that also double as study sessions.
Students want to hear from their peers, and if your product is for high school or middle school students featuring their perspectives on essential topics, your TikToks gain more visibility.
When the high school student Mirajur Rahman went viral for posting advice and study tips for his peers, the edtech company Emile Learning recruited him to make short-form videos for its TikTok account.
Under the Emile account, Rahman posts advice for students applying to college. His videos recommend advice such as; a website that people can use to find scholarships or relates with the audience about the stress of waiting to hear back from admissions offices.
One of the most famous brands on TikTok is Duolingo, which has turned its widely recognized owl mascot—named Duo—into an engine for online chaos. On TikTok, you can catch Duo twerking or shooting its shot with Dua Lipa.
Colleges have also taken the opportunity to use TikTok to promote the oddities of their own school cultures.
The University of Florida's posts on the social network showcase behind-the-scenes school traditions, like lighting the gator (its mascot). These videos double as a way to communicate with current students and entice new learners.
TikTokers are active commenters, and brands should prepare to answer questions about their product and services in the comments.
There are, in general, two overarching sides to Education TikTok. Some TikTok influencers cater their educational content to students—and there are the teachers who use the social media platform to relate with their community of educators.
While aiming TikTok content at students is always a smart move, don't forget to reach teachers, too. In many cases, teachers are the ones who will decide whether or not to bring your product or service into the classroom.
As one example, North Carolina social studies teacher Rebecca Rogers has amassed 2.1 million followers by mastering the "story time" format. Rogers will talk through what happens each day at her school.
In one video, she might describe her experiences with parent-teacher conferences. In another, she might talk about relationship drama among her students.
Many brands have harnessed the power of teachers to promote their services. Osmo, which makes educational games that blend physical objects with tasks that appear on an iPhone or iPad, has a company devoted to selling its games to schools.
To promote itself on National Teacher Appreciation Day, it gave away $500 to four of its favorite teachers on #TeacherTok.
Among the winners was Mr. Clementine, a kindergarten teacher with 26.7k+ followers, who talked through how to craft fun lesson plans or how to mediate conflicts among students.