Every day’s a school day on TikTok

From preschool to parenthood, people want to learn about fresh topics in new and exciting ways – and be provided with the best tools to do so. That’s where TikTok comes in. If you’re looking to grow your small-medium business, there are so many opportunities to tap into peoples’ love for education. 

Whether you’re targeting major sales moments, such as back-to-school, or creating informative product tutorials or reviews, TikTok is the place to reach eager students, parents, and learners of all ages.

So sit up straight, fix your tie, and absolutely no chewing gum. Class is in session, and today’s topic is using education to graduate to the next level on TikTok.

Make A+ content that’s both educational and fun 🎉

Let’s face it, user manuals and long PDF walkthroughs aren’t the preferred way to educate your audience anymore. In fact, 77% of people on TikTok now want brands to create TikTok videos that teach them something new.[1] So if you want to tell parents all about the latest tech for school, provide study tips for students, or simply explain how your products work – It’s time for your business to start teaching through advertising.

Before you create anything, think about the problem your products or services solve, and the biggest benefits you can provide your audience. Maybe your business sells cleaning products? Give students top tips for maintaining a shared kitchen. If you run a professional services company, let your audience know what’s required to land an internship. As we all know, students can be a bit strapped for cash, so also consider promoting budget-friendly products or deals where possible. Listen to your audience, see what they engage with, and create fun content that adds real value to people on TikTok.

Take a look at the year ahead and plan around big educational moments, such as back to school, exam season, and summer break. Consider your content during these periods and how you can tap into the latest trends and engage with a wider audience. Be creative and think of fun ways your business can produce great content year round.

Hint: Have a really common FAQ? Make a video replying to questions in your comments.

Get your grades up by partnering with creators 🤳

A good creator will think like your audience. Their role is to show your community and potential customers how they can make the most out of your products and services. Having creators aligned to your campaign goals allows your brand to make more impressions. This content can include realistic walkthroughs and organic, on-camera testimonials to inspire confidence and boost your conversions. 

Don’t feel that you have to limit yourself to just one creator partnership. There are so many different aspects of education to explore, so consider partnering with multiple creators who have detailed knowledge of specific topics, like #BookTok, #Cooking, or whatever areas you’d like to explore.

It’s also important to consider your audience when selecting which creators to partner with. Even though your products or services may be for students, your content will often be viewed by parents or guardians. This specific audience engages most with reviews, content made by parent creators, and sales and discounts when shopping for back-to-school products.[2]

Boost leads and conversions on TikTok 📈

Educational content can sometimes have a negative stereotype of being a bit stuffy and dull. TikTok changes all of that. By creating content that feels natural and fun, businesses can engage with customers in a whole new way. Spark Ads and TikTok Lead Generation help to connect you with new audiences who are interested in your products or services.

TikTok Spark Ads use location targeting to ensure your content is reaching the right audience for your business at the right time. Global student-recruitment platform Educatly is a perfect Spark Ads success story. After gaining over 40 million impressions, a conversion rate of 6.93%, and generating 16K high-quality leads, the company saw a boom in brand awareness across TikTok.[3]

If your goal is to drive conversions and improve sales, the Lead Generation tool can help take your campaigns to the next level. France-based Capitaine Study launched a campaign using Lead Generation coupled with funny, trend-driven content that appeared as In-Feed Ads. The campaign was a huge hit resulting in 3.6 million impressions, a conversion rate of 5.5%, and 428 leads – resulting in an incredible 13x return on ad spend (ROAS).[4]

Tapping into education on TikTok is as easy as ABC

Ok, the bell’s about to ring, class is nearly over – let’s do a quick recap of what we’ve learned today. Firstly, keep that educational content engaging, consider your audience, and think outside the box – don’t be afraid to jump on the latest trends or occasions. Secondly, partner with creators that get your brand and know how to deliver interesting, educational content about your products or services. And finally, remember to boost your campaign efforts by implementing ads and tools from TikTok, like Spark Ads or Lead Generation. 

DING DING DING! Class dismissed.