Observed Signal · Mar 15, 2023 · Product Launch · Source: OnlineMarketing.de · Impact: 2/5 · Sentiment: Neutral
TikTok Launches STEM Feed
TikTok announced the launch of a STEM Feed under its Topic Feeds, focusing on Science, Technology, Engineering, and Math. The new STEM feed is designed as a dedicated destination within the TikTok Viewing Experience to surface content in these areas and minimize distraction from non-STEM content. In the United States, users are expected to gain access to the feed later this month. TikTok notes that STEM-related hashtags have already generated more than 110 billion views on the platform. The company says the STEM feed aims to foster co-learning, inspiration, and enrichment, including opportunities for users to discuss experiments in comments or learn programming. The move signals an education- and topic-focused expansion of TikTok's content discovery and curation.
Launch of a STEM-focused content feed on a major social platform; moderate impact on AdTech/MarTech content discovery ecosystems.
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Key Takeaways & Evidence Grounding
- TikTok announced the launch of a STEM Feed under Topic Feeds.
- The STEM Feed focuses on Science, Technology, Engineering and Math content.
- US users will gain access to the STEM Feed later this month.
- STEM-related hashtags have accrued over 110 billion views on TikTok.
- STEM Feed is intended to be a space for co-learning, inspiration, and enrichment.
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Related Market Signals & Shifts
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TikTok tests new Discussion Tab to group topics
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TikTok Launches Shared Collections and Shared Feed
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OK Future's AI 'Pressure Cooker' Campaign for Goodwipes
Former MullenLowe U.S. CEO Frank Cartagena launched creative shop OK Future to test generative AI's potential for a small agency. Their first project, a spoof of OpenAI's Astra ad for personal hygiene brand Goodwipes, was produced in four days using AI tools like ArtCraft, Seedance, and OpenAI's Astra model, cutting projected production costs from $700,000. The campaign, 'Meet Asstra,' gained over 1.5 million views on Reddit. However, Cartagena described the pace as 'unsustainable' and a 'pressure cooker,' with team members working around the clock and even threatening to quit. Goodwipes' SVP of Marketing, Meredith Diehn, emphasized trust in Cartagena and the value of experimenting with AI. The article highlights the growing use of AI in creative production, with 73% of marketers using GenAI for visual content and Gartner forecasting AI software spending to reach $981 billion by 2029.
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