TikTok's new STEM feed provides new opportunities
TikTok has launched a dedicated content feed toscience, technology, engineering, and mathematics (STEM). Available to users in the UK and Ireland, and the USA, the new feed is a new opportunity for business and creators to reach a broad audience with educational and science-focussed content. This new feature marks a significant shift in TikTok’s positioning as it seeks to promote educational content for users of all ages.
Why is this important to brands and creators?
This emphasises TikTok’s aim to become more than just an entertainment channel, catering not only to a teenage but an adult audience as well. This presents an opportunity for brands and creators to reach a broader audience, build brand awareness, and establish themselves as thought leaders and innovators in their respective fields.
Additionally, it offers a unique avenue to attract new talent by showcasing STEM careers and the innovative work being done at their companies.
How it works in practice
The STEM feed is a dedicated tab separate from the main “For You” feed and appears alongside the Following feed. Currently, TikTok doesn’t offer paid advertising within the STEM feed itself; however, brands can still leverage ads by partnering with specific content creators.
Results to date
Since launching, the STEM feed has gained nearly 200 million views for STEM content, with close to a third of teens in the UK and USA accessing it weekly. TikTok plans to further increase engagement by offering content in local languages, opening the door for even broader reach and engagement.
We're really excited to see whether this is a new channel for some of our B2B clients to explore and hopefully we can share some great case studies soon.
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