TikTok Introduces Education Initiative In India With #EduTok Project

Manhav Kapadia - Oct 22, 2019

Aiming to democratize learning for the Indian digital community on its platform, TikTok has launched an education initiative in the country.

After losing reputation due to numerous controversies surrounding unpleasant content in India, TikTok, the most well-known app for short videos, has rolled out its education initiative. The company is trying to calm the frayed nerves within some sections of the conservative political establishment. According to the company, it is targeting users who use the Internet for the first time in India. The goal of the initiative is to democratize learning for the digital community of India on TikTok.

TikTok is having an educational push in the Indian market.

TikTok shared that this new project is for revolutionizing Indian e-learning with several educational contents related to nutrition, fitness, English language and so on. Almost every show in this program with tricks, tips, motivational messages, etc. will be short videos instead of long tutorials like those on YouTube.

Moreover, TikTok announced collaborations with Made Easy, Toppr, GradeUp and some other home-grown eLearning institutes to increase the number of partnerships. In September, the company has also declared some partnerships with educational companies like CETKing, Hello English, Vidya Guru, and Vedantu.

The partnerships of TikTok with Josh Talks, a famous media platform, and The/Nudge Foundation, an education NGO, to launch a mentorship program were also announced. The goal is to educate about 5,000 young creative individuals on this platform. Together with its partners, TikTok talked about the present landscape, different educational formats, advantages and flexibility of online learning, as well as how it would help mentors reach their students at the grass-root level.

The company has numerous partnerships with other eLearning institutes and platforms.

TikTok’s Director of Sales and Partnerships, called Sachin Sharma, shared that several educational videos have already gone live on TikTok’s platform. To find those short videos, users can use hashtag #EduTok. Since the announcement, #EduTok has had a great number of responses from users. As stated by the director, at present, under the hashtag #EduTok, there have been 10 million TikTok videos with more than 48 billion views and 1.8 billion shares.