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TikTok funds first episodic public health series 'VIRAL' from NowThis – TechCrunch

TikTok funds first episodic public health series ‘VIRAL’ from NowThis
TikTok is taking another step toward directly funding publishers’ content with today’s announcement that it’s financially backing the production of media publisher NowThis’ new series, “VIRAL,” which will feature interviews with public health experts and a live Q&A session focused on answering questions about the pandemic. The partnership represents TikTok’s first-ever funding of an episodic series from a publisher, though TikTok has previously funded creator content.
Through TikTok’s Instructive Accelerator Program, which was formerly known as the Creative Learning Fund, other TikTok publishers have received grants and hands-on support from TikTok so they could produce quality instructive content for TikTok’s #LearnOnTikTok initiative. The program today is structured as four eight-week cycles, during which time publishers post videos four times per week.

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St. Jude Taps TikTok as Social Media Becomes a Focus of Fundraising Efforts

@ashleytisdale/tiktok; Courtesy of St. Jude’s
Left: Ashley Tisdale’s TikTok dance duet with Jordyn — a gymnast who was successfully treated for cancer at St. Jude — has 2 million views. Right: TikTok and YouTube star Sam Hurley, a St. Jude supporter, visited the hospital last year with his mom, Kristy.
The children's hospital is one of several groups (like Elton John's AIDS Foundation) tapping into the huge platform to meet "young people where they are."
With an estimated 850 million active users worldwide, it's no surprise that philanthropies with strong ties to Hollywood like St. Jude Children's Research Hospital are turning to the social media app TikTok for the next generation of fundraising. "This is all about meeting people where they are, and younger people are on TikTok," says Rick Shadyac, president and CEO of ALSAC, St. Jude's fundraising and awareness organization. "We've been very engaged on social media for a long time but TikTok is the latest platform that we’ve chosen to engage with in an effort to try to reach a younger audience."

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