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MAY 19, 2020 //     

More Than Just Fun, TikTok Finds A New Meaning

By: Pranav Kumar and Natashia Jaya

By now, you’ve heard about TikTok, the world’s most definitive short-form video platform. Some of you may have asked someone younger in your life to explain what it is or perhaps you jumped right in and tried it yourself because everyone you know is already on it. 

As every teenagers’ platform of choice for creative expression, TikTok has now become the digital companion that keeps everyone around the world  (yes, boomers, millennials and Gen Zs included) inspired, informed and connected despite social distancing. 

With schools and offices in lockdown mode and people ordered to stay home for weeks, consumers have naturally turned to digital and online streaming platforms to keep themselves entertained. But beyond the fun and entertaining videos, TikTok has found a new role during the COVID-19 pandemic – to bring people together more meaningfully. It has pivoted from a  fun app into a platform that supports users around the world in positive and beneficial ways while remaining joyful. 

As a part of that strategy, TikTok adapted its hashtag challenges into a series of fun and educational programs to provide in a bit of levity while embracing the responsibility we all share to stop the spread of the coronavirus. For example, #StayAtHome is a hashtag challenge that encourages users to showcase how they live through this unprecedented crisis and pass time creatively.  

TikTok has also increasingly become a platform for knowledge-based content. For example, #EduTok on TikTok is particularly relevant now, when online learning is the only option for most people. Whether teaming up with local doctors for thoughtful conversations about how to stay healthy, listening to motivational speakers to share life tips or learning new recipes, #EduTok has helped connect a new generation of creators to audiences thirsty for knowledge. In markets like India, #EduTok has played an even bigger role helping connect communities by spreading digital literacy and skill development even before pandemic. #EduTok is among the most popular content categories in India.   

Joining the battle against the spread of COVID-19 misinformation, TikTok focused the majority of its efforts on providing users with access to accurate information and resources. While this is not the main reason users come to TikTok, the platform understands the important role it plays to ensure the right resources are available to the community. This effort came to life with the World Health Organization (WHO), which partnered with the platform to provide an informational page that answers common questions and busts myths about COVID-19. Equally important, TikTok also heightened its content moderation efforts to curb misinformation within the app and added additional subcategories for users to report, such as misinformation or COVID-19. 

TikTok’s commitment to play its part in the battle against the pandemic also translates into concrete relief for those most affected by the crisis. Bringing the support from online to life, TikTok provides relief funds to support front line medical workers, vulnerable communities, educators and more.  

Brands must adapt while not forgetting about what they stand for. For TikTok, its vision has always been to bring joy and inspire creativity. And while this is a difficult time for the world as a whole, TikTok has been able to shift its narrative from a platform that uplifts and inspires to one that also lends a helping hand – and all while having a ton of fun!

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Pranav Kumar leads Allison+Partners in India and works closely with its teams to provide client support across corporate reputation, business and brand communications remits. He brings nearly two decades of communications experience predominantly on the agency side a focus on crisis counsel, issues management, c-suite communications advisory and thought leadership. 

Natashia Jaya is an account director in our Singapore office and has more than a decade of experience in PR with a career that spans across the U.S., Indonesia and Singapore. As the regional lead for clients, such as Waze and TikTok, Natashia currently drives APAC-wide communications programs from strategy development to in-markets coordination. She also works on a diverse set of corporate and technology clients.

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