How to Shift Perception of a Platform

In 2021, TikTok had a problem: people perceived it as merely a place for kids to share dance videos. In order to show that the fastest growing social media platform was in fact a force for good, we created a channel that proved it.

Our solution was to create TikTok for Good. The anchor of the project is a channel, on platform, that educates and inspires by showcasing creators in the pillars of sustainability, DE&I, STEM, and mental health.

Over two years later and the partnership is running strong.

We've grown channel followers from 2,000 to over 800,000.

We've earned over 400MM video views, and we've gone live across the world, including twice at COP.

The channel is the a jewel of the platform and has been the foundation of a consistently growing partnership between TikTok and ATTN:, including website work and additional trust-building campaigns.