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 take a broader view: What can we learn in the field of Learning and Development from TikTok?
What do you think of TikTok?
Maybe the question or the topic itself already irritates you: What on earth is TikTok supposed to have to do with professional development?! In fact, I don't have an account on the most downloaded app of all. And of course we have to critically examine the provider, especially with regard to data protection and child protection. But recently I caught myself saying to a friend, "That's not for me" — and I probably sounded clearly dismissive. In the conversation I then realized: I actually have no idea. Or, to put 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 area of (continuing) education, this is a danger that stifles innovation and success in the bud. We champion lifelong learning and at the same time condemn trends without having engaged with them. That's why today I want to show you, using TikTok as an example, that we can learn something for our own goals from everything — if we are only open to it.
This is TikTok: ... "a video portal for lip-syncing music videos and other short video clips that also offers features of a social network (...)" - Wikipedia
If you want to learn a little more about TikTok, I recommend this video from Süddeutsche Zeitung — it explains objectively what TikTok looks like and how it works:
5 things that learning and development professionals can learn from TikTok
Tip No. 1: Keep it short!
One feature and probably also a major success factor is the extreme limitation on the duration of the content: videos may be a maximum of 60 seconds, usually more like 15 seconds. This challenges users to compress their "message" heavily. Among other things, the videos feel very easy to access and "snackable," meaning quick to consume.
Experts have been recommending exactly this as a general rule for content used in professional development for quite some time. The buzzword here is microlearning — or, specifically in relation to moving images, micro-videos.
The microlearning concept works particularly well in e-learning: With short, self-contained segments, you make it easier for your participants to follow the trainer's train of thought. And greater understanding leads to greater motivation, which in turn leads to greater understanding and so on. After all, participants in e-learning consume content in small bites anyway — so it is practically a service to offer the smallest possible segments and thus make pauses possible at any time.
By the way: For videos used in e-learning, 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. The fact that videos are not only extremely popular with the youngest generation is shown by the ARD/ZDF online study 2021, which Marie-Christine Schindler summarized very nicely here. The key findings:
55% of all respondents use online media daily
36% of all respondents use online videos daily
On average, all respondents use 64 minutes of online video per day — with 14- to 29-year-olds at a whopping 142 minutes and 30- to 49-year-olds at 85 minutes. The trend is rising, as studies from previous years show. So what are you waiting for?
Tip No. 3: Allow fun!
TikTok is a good example of how humor in the form of short videos can make an impression. Especially for the target group of school students and apprentices, there is also more and more content with a serious background on TikTok — for example the channel "behind the science". In it, physicist and podcaster Dr. Reinhard Remfort shows and explains simple experiments using everyday objects.
Whether adults are also allowed to have fun while learning, we already discussed elsewhere in the blog. The principle "Show funny and practical examples to convey content" also works with people beyond 25. Of course, you don't have to make completely absurd dance videos right away, which often shape the image of TikTok. But not taking yourself too seriously from time to time usually goes over well.
A good example of this is office coach Jörg Reimann. He not only shoots his videos with a lot of wit and charm, but also supplements his online course with "funny outtakes" — that is, footage in which something has gone wrong in a funny way. This earns a lot of sympathy points, which is extremely valuable in e-learning because of the distance to the participants. But it is also clear: forced jokes don't help either — the fun style has to suit your character somehow.
Tip No. 4: Encourage active participation!
On TikTok you get the feeling of being part of a large community, even though you're sitting at home alone. So-called "challenges" are very popular, in which users challenge others to imitate something. Sometimes these are (as mentioned in the video above) silly ideas like "scaring cows," but also athletic challenges. And thanks to the technical possibility of displaying other videos in your own video, an interaction is also created visually that seems less one-sided than it is.
What do we learn from this for corporate training? Give your participants the feeling that they are not alone! This tip also applies especially to e-learning, where 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 perhaps one or the other "challenge" also fits into your online course.
Tip No. 5: Keep participants engaged!
The last point is problematic in the case of TikTok for child protection reasons: The app is designed so that you are automatically forwarded 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 circle that can be addictive.
But despite all criticism, the psychology behind the technology is fascinating. For online courses or e-learning, we can learn from TikTok to create good links between the content and to guide participants further and further 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 aviation industry)
My extra tip and the reason for this article is: Be open to the unfamiliar, even if it seems bad/absurd or outside your world at first glance. Besides TikTok, there are other trends that obviously inspire people. And as a learning and development professional, it is always worthwhile to get to the bottom of that enthusiasm.
Frequently Asked Questions and Answers
Why do short learning contents in e-learning often work better 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 content more focused and remember it better.
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 explain complex topics clearly.
Why is entertainment also important in professional development?
Humor, variety, and practical examples increase attention and create emotional closeness. As a result, content is remembered better and participant motivation increases.
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, strong user guidance, and continuous motivation are. These principles can be used specifically to make digital learning offerings more understandable and motivating.
Updated on 05/08/2026
