With TikTok expected to reach 1.2 billion active users this year, the app is wasting no time making efforts to encourage new talent and redouble its efforts to help its creative community thrive. This includes helping talents find innovative ways to connect with their audiences and nurturing best practices to take their videos to the next level.
Here is a brief overview of how the company wants to succeed in this mission.
Black Lives Matter movement and algorithmic bias
In 2020, especially after the Black Lives Matter movement, platforms, including TikTok, faced issues of bias and content suppression directly. Reports of the removal, suppression, or hiding of videos from followers as a result of their support for the movement have emerged in addition to cases where community guidelines have been unfairly applied.
Many began to show a commitment to show support for black creators through action through dedicated programs. For example, in August, Facebook unveiled a program for black creatives and dedicated $ 25 million to black creators on Facebook and Instagram. Earlier this month, YouTube launched its multi-year commitment to supporting black creators with its #YouTubeBlack Voices fund.
Introducing TikTok for an incubator program for black creatives
In a new rush, TikTok has announced a TikTok incubator program for black creatives to invest in black creatives and in-app music artists. The initiative follows the platform’s focus on Blackout Tuesday and the #ShopBlack campaign to boost black-owned businesses last fall. The company has also launched a new online hub to provide Black owners with support and education following the COVID-19 pandemic.
“This program is designed to identify, support and uplift the next generation of black artists and artists who foster culture by providing them with often hidden tools and opportunities that can help them transform their creativity into successful careers,” shared Kudzi Chikumbu, director of the TikTok- u in a statement to TIME Magazine.
Quarterly program, after official statement, will provide 100 black artists and music artists with the opportunity to strengthen their voice by participating in town halls with black entrepreneurs and celebrities, in addition to community building forums and educational events with TikTok executives.
Simplifying the process of becoming a creator
More broadly, TikTok hopes that 2021 will become a year in which anyone’s aspiration to create can be realized without pressure or complexity.
“Although becoming a creator is as simple as tapping a few buttons, progressing because a creator needs time, dedication and a little education. With the help of various tools, analytics, effects and creative ideas for balance on the TikTok account, creating a content creation strategy can be daunting, ”the company shared.
A platform solution? Education center in one place for all basics in six key categories such as:
- Start of work on TikTok
- Basics of TikTok Creation
- The basis for the success of TikTok
- TikTok content strategy
- Community guidelines and security
- Payment to create
Each category offers video guides with insights that you can add to your TikTok toolkit and addresses important issues about establishing an in-app presence and how to pay for creation. Resources are not just for beginners. “For avid or even professional TikTok creators, the Creator portal will also feature articles that help interpret community trends, dive deeper into the use of sound and music, and highlight creative effects, helping to inspire and diversify content creation,” the announcement added.
In tandem, TikTok has created an @creatorportal account that will show people from the video creation platform community, including @coachmichelle, @flossybaby, @lgndfrvr, @ siennamae – and share videos on how to join them.
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