The Future of Mobile

TikTok invests €13m in #LearnOnTikTok short-form learning and entertainment programme

David Murphy

TikTok has announced a €13m (£11.5m) investment across Europe to launch #LearnOnTikTok, as part of the platform's first steps to evolve into a place for short-form learning and entertainment. #LearnOnTikTok is a dedicated long-term programme that will bring educators, experts, real-world skills creators and non-profits together to build an ecosystem of educational content.

From life hacks to science tutorials, and motivational tips to quick cooks, TikTok said it is aiming to deliver a wide-ranging experience of learning that is personal, local and specific to the everyday lives of its users.

In the UK, initial #LearnOnTikTok launch partners include @English.Heritage, who will be sharing facts about British history and heritage sites in a fun and entertaining way. Tomorrow, they are planning to post a mini-guided tour of Stonehenge, ahead of a livestream of the Summer Solstice sunrise at Stonehenge on Saturday morning,

The University of Cambridge will be sharing science and research videos with interesting or surprising facts, findings and information. TV presenter and mathematician, Rachel Riley, will be sharing fun and visual maths skills and tips. British actor, @SeanSagar, will be helping budding young actors get ready for auditions. Dr Rangan Chatterjee, physician, best-selling author and presenter will be sharing health and wellness content to help people live a full and happy life. @DrJulieSmith, a clinical psychologist, will share content focused on alleviating stress and anxiety and promoting habits for a healthy and happy mind. And @mytinyestate will feature extreme DIY duo, Dean and Borja, teaching DIY kitchen skills.

"Since launching in the UK in 2018, TikTok has quickly become a place people turn to when they want snack-sized entertainment,” said TikTok General Manager EU, Rich Waterworth. “Now we want to build on this strong foundation, bringing together entertainment and learning, offering our community a truly rich and diverse ecosystem of content.

"We're thrilled to be working with such a broad spectrum of creators to make this happen - from traditional institutions and experts, like the English Heritage and Dr Rangan Chatterjee, right through to everyday heroes sharing their talents and tips to make our lives easier and more productive. Whether you're a working parent, a job-seeker, or simply a curious mind, we believe that short-form video is the perfect format for people to continue learning in a way that accounts for the busy lifestyles many of us lead today."