TikTok Learn Tab: New Education & How-To Videos

Throughout its history, instructional videos have consistently proven popular on YouTube, and now TikTok, aiming to expand its user base and boost engagement, is also entering this space.

Following the launch of the dedicated hashtag “Learn On TikTok” (#LearnOnTikTok) earlier this summer, featuring videos created by a selection of prominent content creators, several users and observers of social media (thanks to Matt) have reported noticing a new section within the app called “Learn.”

Positioned clearly alongside “For You” and “Following” at the top of the home screen, TikTok describes Learn as a destination for discovering informative and how-to videos created by users, covering topics such as food preparation, artistic creation, and the principles behind scientific processes, among other subjects.

The Learn section appears to have been introduced and then removed quickly; our understanding is that it was still in the testing phase, with the trial taking place in the United Kingdom.

Its appearance coincided with the company’s recent launch of a new promotional initiative for educational content accessible through the #LearnOnTikTok hashtag.

(In the initial announcement regarding Learn On TikTok content, TikTok mentioned that it was “exploring additional methods to highlight the extensive range of instructional content flourishing on the platform,” including “developing a creator learning portal that will offer insights, resources, and recommended practices for producing high-quality content on TikTok,” suggesting the Learn section may have been a test of its potential form and function.)

This isn’t TikTok’s initial venture into the field of education.

Beyond the educational videos generated by its own user base—it’s a leading platform for learning TikTok dances, discovering the latest meme-inspired songs, and watching humorous attempts at explanation—the company has been actively cultivating an image as a valuable resource for learning more substantial subjects, not just entertainment.

This effort has been intensified this year, both in response to criticism regarding the app’s potentially negative influence and as more individuals turn to digital screens during the COVID-19 pandemic.

This has involved formal initiatives, such as collaborations with institutions and encouraging students to contribute educational videos:

It has also included allocating $50 million specifically to a creator fund to support educational videos, and reports of a substantial $5 billion educational fund as part of negotiations to avoid being prohibited in the U.S. due to national security concerns (ByteDance, TikTok’s parent company, has challenged the existence of this fund).

Furthermore, it has encompassed informal outreach, with educators utilizing TikTok to connect with their students in a more approachable manner.

Expanding into education is a logical progression for TikTok. Video is a powerful learning medium, as demonstrated by YouTube and others, and it appeals to the app’s younger demographic while also attracting a broader audience—though it is also a strategically advantageous move.

Presenting an educational focus is beneficial, and the company’s efforts in India occurred as it began to encounter criticism regarding its content (these efforts were ultimately unsuccessful; the app is currently banned there).

Similarly, the U.S. Creative Learning Fund and reports of the $5 billion educational fund—whether accurate or not—emerged during discussions to reach an agreement—potentially involving ByteDance relinquishing control of the app—to prevent a ban in the U.S. based on national security concerns. (This situation remains ongoing.)

Learn On TikTok—officially announced this summer—primarily features content created by TikTok’s user community, encompassing a wide variety of topics, from pottery to makeup tutorials, and from learning Pig Latin to folding origami pigs.

In addition to this, TikTok is now incorporating premium content into the hashtag. Collaborating with publications like Self and WWD, professional organizations, nonprofit institutions, and prominent figures (Bill Nye and Neil deGrasse Tyson in the science field, chef José Andrés, Lilly Singh, and Tyra Banks), TikTok is also curating and developing content specifically for the platform to broaden perspectives and experiences.

“I’m excited to partner with TikTok,” Nye stated when his collaboration was announced. “Looking forward to doing some science on the small screen—the really small screen—the one on your phone…”

In conclusion, there is significant potential, but likely further adjustments ahead for TikTok and those utilizing it for teaching and learning.

We will provide updates to this story as we gather more information…