TikTok announced the establishment of TikTok Academy, an online platform providing gamified interactive courses, quizzes, tokens, and badges to educate marketers and enhance their usage of TikTok for business purposes. TikTok claims that the Academy aims to “provide robust learning opportunities to help teams become TikTok-savvy marketers by providing key insights that will enable media and creative excellence on the platform.”

Currently, TikTok Academy offers two free video courses: an introductory course helping to explore the platform TikTok 101 (2-4 hours) and Small Business (1 hour) that provides a step-by-step guide on how to set up Business Account and establish connections with the audience. Another course, Commerce which tells how audiences make decisions to purchase products, is coming soon. Moreover, the Academy awards badges can be shared on social media with the individuals who successfully complete the courses, which indicates marketers’ knowledge about using TikTok for business purposes.

Overall, this Academy corresponds to the trend in which platforms educate their users on how to use their products most efficiently. For instance, there already is a Meta Blueprint that teaches Facebook users how to use the social network for business purposes and apply marketing tools to increase revenue. There also is an Amazon Seller University that provides online educational courses for brands, businesses, and entrepreneurs using Amazon to sell their products.