TikTok aims to diversify the contents with educational and didactic videos that go alongside those of entertainment. The social network has launched the #ImparaConTikTok program, aimed at disseminating educational videos from literature to sports, from music to lifestyle, from cooking to travel, to social issues.
The program involves experts, associations, educators and creators with various skills. In Italy, among the first to accept the initiative are the Uffizi in Florence, the National Consumer Union and the non-profit Diversity, which join some popular characters on TikTok such as chef Bruno Barbieri and pastry chef Damiano Carrara.
"Since its launch in 2018, TikTok has quickly become a reference destination for entertainment in short video pills. Now our goal is to build on this legacy, bringing together fun and learning on the same platform," said Rich Waterworth, general TikTok manager for the EU.