• by Colin Kirkland , November 1, 2024

As TikTok continues to push educational content in-feed, the social-media company is expanding the resources it provides for marketers and agencies looking to make the most of the platform this holiday season via an update to its TikTok Academy program 

TikTok originally launched its Academy platform in 2022 in an attempt to provide learning opportunities to help teams better understand the “how-tos” and “key insights” integral to the platform through a series of initial courses, like “TikTok 101,” “Small Business,” and “Commerce.”

In 2023, the company introduced a new selection of Academy courses, including lessons on how to best engage with multicultural communities, how to generate more leads, and how to better develop paid, organic and creator-led content approaches to maximize presence in the app. 

Until now, there were 17 total classes available for marketers to choose from. 

But as the holidays loom closer, TikTok wants to give marketers more options through its Academy offerings, with “enhanced learning content” hosted on a new interface.

The revamped Academy curriculum is organized into five separate focuses that TikTok feels will be the most advantageous to its marketing partners: “TikTok Basics,” “Build Brand Awareness,” “Drive Website Conversions,” “Promote Your App,” and “Generate Leads.”

Each course is free, under an hour long, and has a range of particular insights, notes and features marketers can choose to use for their ad planning. 

Aside from the upcoming holiday season, TikTok is doubling down on the recent rise in ad spend on the platform. According to new data from Keen Decision Systems, TikTok has seen major gains over the last year, with spend increasing 3x from 2023, and some brands spending more on TikTok than Meta.