What do you think of when I say "TikTok"? If you're over 25, probably something like "That's not for me." Today, I want to invite you to look beyond the horizon together: What can we learn from TikTok in the area of Learning and Development?
What do you think of TikTok?
Perhaps the question or the topic itself irritates you: What on earth is TikTok supposed to have in common with further education?! Actually, I don't even have an account myself with the most frequently downloaded app of all. And we certainly have to look at some aspects of the provider critically, especially regarding data protection and youth protection. But recently I caught myself saying to a friend, "That's not for me" – and there was probably a clear tone of rejection in my voice. In the course of the conversation, I then realized: I actually have no idea at all. Or, to say it in Bob Dylan's words:
"Don't criticize what you can't understand." –Bob Dylan
When was the last time you judged something without really knowing it? Especially in the field of (further) education, this is a danger that nips innovation and success in the bud. We advocate for lifelong learning and at the same time condemn trends without having engaged with them. That is why today I want to use the example of TikTok to show you that we can learn something from everything for our own goals – if only we are open to it.
This is TikTok: …"a video portal for lip-syncing music videos and other short video clips, which additionally offers functions of a social network (...)" - Wikipedia
If you would like to learn a bit more about TikTok, I recommend this video by the Süddeutsche Zeitung – it objectively explains what TikTok looks like and how it works:
5 things that educators can learn from TikTok
Tip No. 1: Keep it short!
One characteristic and probably also a major success factor is the extreme limitation in the duration of the content: videos may be a maximum of 60 seconds long, usually more like 15 seconds. This challenges users to highly compress their "message". As a result, the videos seem very accessible and "snackable", i.e., quick to consume.
This is exactly what experts have been recommending in principle for further education content for quite some time. Microlearning is the buzzword here – or specifically in relation to moving images, micro-videos.
The concept of microlearning works particularly well in e-learning: with short, logical sections, you make it easier for your participants to follow the trainer's thoughts. And higher understanding leads to greater motivation, which in turn leads to higher understanding and so on. After all, participants in e-learning also consume content in short bites – so it is practically a service from you to offer logical sections that are as small as possible, thus allowing breaks at any time.
By the way: for e-learning videos, we recommend a maximum length of 3 minutes.
Tip No. 2: Use videos!
Probably the most obvious tip when it comes to TikTok – because after all, TikTok is primarily a video platform. And a very successful one at that. The ARD/ZDF Online Study 2021, which Marie-Christine Schindler summarized very nicely here, shows that videos are extremely popular not only with the youngest generation. The core statements:
55% of all respondents use internet media daily
36% of all respondents use videos on the internet daily
On average, all respondents use online videos for 64 minutes per day – with 14-29 year olds spending a whopping 142 minutes and 30-49 year olds 85 minutes. The trend is rising, as studies from previous years show. So what are you waiting for?
Tip No. 3: Allow for fun!
TikTok is a good example of how humor in the form of short videos can leave an impression. Especially for the target group of school students and trainees, there is more and more content on TikTok with a serious background – for example, the channel "behind the science". In it, physicist and podcaster Dr. Reinhard Remfort shows and explains simple experiments using everyday objects.
We have already discussed elsewhere in the blog whether adults are also allowed to have fun while learning. The principle of "showing funny and practical examples to convey content" also works for people over 25. You don't have to start making completely absurd dance videos, which often shape the image of TikTok. But not taking yourself too seriously every now and then is usually well received.
Office coach Jörg Reimann, for example, leads by good example. He not only shoots his videos with a lot of wit and charm, but also complements his online course with "funny outtakes" – i.e., footage where something went wrong in a funny way. This gains a lot of sympathy points, which is extremely valuable in e-learning due to the distance to the participants. But it is also clear: forced jokes don't help either – the fun manner must somehow fit your character.
Tip No. 4: Encourage active action!
With TikTok, you get the feeling of being part of a large community, even though you are sitting at home alone. So-called "challenges" are very popular, in which users challenge others to copy something. These are sometimes (as mentioned in the video above) stupid ideas like "scaring cows," but also athletic challenges. And through the technical possibility of overlaying other videos in your own video, an interaction also arises visually that seems less one-sided than it actually is.
What do we learn from this for corporate training? Give your participants the feeling that they are not alone! This tip also applies primarily to e-learning, where the spatial and temporal distance is often a sticking point for trainers and coaches. Therefore, always think of good calls to action that are easy to implement. And maybe one "challenge" or another will fit into your online course.
Tip No. 5: Keep participants on the ball!
The last point is questionable for youth protection reasons in the case of TikTok: the app is built in such a way that you are automatically redirected from video to video. And since the videos are so short, as a viewer you quickly think "Oh, that sounds funny, I'll watch that to the end." A vicious cycle that can be addictive.
But despite all the criticism, the psychology behind the technology is exciting. For online courses and e-learning, we can learn from TikTok to create good links between the content and to guide participants continuously through the course. And here the circle of tips closes again: this works best with short videos that are self-contained and at the same time build on one another.
What do you learn from TikTok – and from this article?
"The world consists of those who set things in motion, those who watch things happen, and those who ask what happened." – Norman R. Augustine (Manager and engineer in the aerospace industry)
Successful digital further education is not created by copying social media, but by adopting effective learning principles such as short content, active participation, and continuous motivation.
My extra tip and the reason for this article is: be open to the unfamiliar, even if at first glance it seems bad/abstruse or outside of your world. In addition to TikTok, there are other trends that clearly inspire people. And as an educator, it is always worthwhile to get to the bottom of the enthusiasm.
Frequently Asked Questions and Answers
Why does short learning content often work better in e-learning than long formats?
Short learning units are easier to process and can be integrated more flexibly into everyday life. Microlearning reduces cognitive load and helps participants absorb and retain content with better focus.
What role do videos play in successful digital learning?
Videos convey content quickly, emotionally, and vividly. Especially short learning videos increase attention and motivation and are well-suited to explaining complex topics in an understandable way.
Why is entertainment also important in further education?
Humor, variety, and practical examples increase attention and create emotional proximity. This helps content stick in the memory better and increases the motivation of the participants.
How can online courses involve participants more actively?
Clear calls to action, small tasks, and interactive elements promote active participation instead of passive consumption. Participants feel more involved and are more likely to put content into practice.
What can e-learning providers learn from platforms like TikTok?
Platforms like TikTok show how important short content, clear structure, high user guidance, and continuous motivation are. These principles can be targeted to make digital learning offerings more understandable and motivating.
