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A key challenge is working with very young audiences. I think if the average gap between the communication officers and the tiktok generation is 10-15 years, it is not only about this age gap, it is also about the different kind of access that this younger generation had to social media.
It is important to engage GenZ if we are using TikTok because they understand how to engage this audience (12-20) and keep them engaged. They are a very important target audience (especially in the global south), but they are getting a lot of information, so you need to stand out.

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I found her points on the challenge of working with an emerging platform particularly interesting. The issue of finding an appropriate interlocutor in TikTok -- a closed door with TikTok Europe, then an easier door with TikTok CSR -- shows that platforms are not monolithic and that reaching the right entry point is essential. That is easier with more-established platforms. Also, obtaining disaggregated data was a problem -- the goodwill of platforms in sharing data only goes so far. Overall, given the target demographic for the campaign, the use of TikTok was smart and the pick-up proved that it was a good bet.

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The challenge is to carry out actions in the language and style of each platform. Tiktok is a very dynamic network, with a lot of humor and dance. You can be a trend with a choreography for a few weeks, not more. Generating content at a fast pace is another challenge.

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for me the biggest challenge of the video is, that it is extremely boring to listen to her. I would have preferred the same as written piece as I read fast as she speaks.

So here is the challenge of videos -they need to be entertaining, fast, straight to the point and not everybody is suitable to speak.

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Conducting a campaign on a social media platform we have to be aware of the content the platform offers before attracting people and youth to it, Tiktok has magnificent reach, especially to youth but is it healthy for them that is the question.

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Key challenge from the video: Counterparts don't have a presence on Tik Tok.

How could this be managed (context of my own campaigns):
- Informative sessions could be arranged with the communications focal points of counterpart organizations, in order to present results, lessons learned and share some good practices around a particular subject.

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One key challenge she mentions was limited use of the TikTok platform by adults.

One solution is to repurpose the same campaign content for other social media platforms with the targeted audience, such as Twitter, Facebook and YouTube, with a link leading to TikTok so as to drive traffic.

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For all these reasons, we still do not use Tik Tok as a channel.

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For all these reasons, we still do not use Tik Tok as a channel.

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For me the biggest challenge is how much conflict occurs with the choice of platform and the mission of the organization and convey this to the partners and the upper management to convince them to work together.

In UNICEF's case, their mission is to protect children around the world while they need to partner to amplify their messages with a company that there are lot of question marks about the platform's rules and capacity to protect those children within their platform.

The same happens with ITU since one of our work areas is cybersecurity and privacy while we cannot ensure how much those social media platforms actually respect this.

I think to overcome this challenge and convince the stakeholders to work with these platforms can be done via strengthening the ties with these companies. They already have a huge impact and outreach power and working against them will not yield any benefit for us. If we try to build a partnership then we may have an influence on those questionable sides. This is what happened with WHO and social media companies during COVID-19 pandemic highest peak. They partnered and influenced the platform sharing rules when fighting with misinformation online.

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TikTok is still a platform which is developing and many tools for protection of children from bullying, abuse or exposure to violent content are not yet there.

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We talked about communications campaigns driven by desired change, in this campaign it was not clear what was the change sought. I understand awareness raising and user generated content, yet I am missing the power of a tiktok campaign, when the real behaviour-change sought is among older populations of decision makers.
Among the risk of TikTok is the high visibility and low accountability, and the over-semplification of very complex issues. To give an example, how many of those tiktoker actually took the time to check whether the brand they use rely on child-labour and/or do not guarantee safe workplaces for parents?

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For the time being, we do not use Tik Tok at all. The real challenge for us would be to start using it being one of the most appropriate platform to reach our main audience: Youth.

In my opinion, it is crucial to get expertise from a community manager who will help design the right message for the right audience in the appropriate platform (Tik Tok in this case).

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For me the greatest challenge is to adopt TikTok as a serious and objective platform to promote the message for our work especially in countries like Libya
It is difficult to convince partners and the donors, however, carefully throughout content especially on the issues affecting and attracting youth

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To solve the challenge of analytics, we are procuring a media monitoring tool which tracks hashtags and keywords on Facebook and Twitter (which is our primary social media channel) from public contents to allow us to measure our social media performance, reach and mentions.

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One of the key challenges was that TikTok was not popular or unknown social media channel for UNICEF at the onset of the campaign. I was impressed the way how UNICEF was successful in trying and achieving the innovative campaign.
If I also try to introduce TikTok or a new channel which is unfamiliar to my colleagues, I would use data such as demographics of the active users to demonstrate and prove the value of the new channel, while also mentioning the potential risks.

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One challenge I saw  from watching the video was that TikTok was still a fairly new platform and which has been constantly attacked for its non child-friendly nature. So for a campaign that targeted children, using TikTok could create integrity questions in the minds of the public regarding the EU and UNICEF.

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One of the key challenges was the leap into using a new, relatively unknown platform. Being aware of the risks and the possible benefits and balancing those was important for the teams and thinking through ways that the child protection issues could be addressed and important to find ways to promote the messaging with partners not on the platform. Would consider partners wider than UN / EU and looping in some other available voices at national/local level.

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A social media campaign on TikTok and other social meida channels can be successful when the objective is to raise awareness on a topic / challenge and the action is driven by the public. The real challenge is to influence the local communizes, authorities and governments when the public awareness is not the tool.
In my case, the development of national and local strategies for disaster risk reduction can't be promoted by social media campaigns run by individuals, yet public awareness and engagement can be developed in such manners and with the support of influencers.

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I think the main challenge is using a platform which is already under worldwide criticism for not being 'child-friendly' in terms of privacy and protection - and that too by an agency working for children. Also a challenge with social media campaigns is the uncertainty regarding which direction it will go in. The best way to mitigate these risks would be to plan, preplan and prepare ahead of launch with the partner and have a strong monitoring mechanism in place to handle any issues as they arise.

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The issues around children's privacy in social media platforms (no matter which one) is a huge challenge for this campaign.  By making clear how the content should be used and what will be done with it, might help in mitigating potential risks.
I hope that aside from the tik tok campaign the challange went beyond raising awareness but also gave way to concrete action through other advocacy channels.

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While Tik tok is used mostly by youngest people the aps is very well focus on videos and music that is good benefit to reach young influencers and get more impact. However success depends on attractive and imaginative entry points that can reach leaders and decision makers. Influencers may lead to reach adults decision makers and partnerships can also help

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Diving into a new platform has its benefits but also its challenges. It can benefit you as you are the first content creators of the platform, and can become a referent on the subject. However, it can also be detrimental if you dont know how to exploit the platform to cater to the needs of your audience. For that, I recommend reaching out to TikTok experts or employees of the platform, to help designing a strategy.

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One of the biggest challenges about TikTok is that it's mainly designed for younger generations, as UNHCR is focusing on younger generations now more than ever by reaching out to student based activities and youth change leaders, it's important to start considering the platform as a parallel one for the youth

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TikTok as the chosen medium: the perception of the medium can have an impact on the success of the campaign. In terms of managing with a campaign, would be to do some sort of a SWOT analysis on the various platforms and which one matches best.

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Well, first of all child protection concerns come to mind and also whether TikTok would be the best platform depending who the target audience is, as opposed to who the campaign participants are... 2 very separate issues.

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One of the biggest challenges is precisely the lack of information about the app and its developer company, especially in the midst of the great debate that is currently taking place about the lack of security and the monetary use that social networks make of the information provided by their users. In addition, as the video mentions, the first videos uploaded to a new channel usually work as a test to test the trends and contents that generate more interest. Finally, the impossibility of monitoring and evaluating the impact of the campaign with metrics comparable to those of previous campaigns is a challenge that must be approached with caution.

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Communicating on social networks requires a thorough knowledge of its advantages and disadvantages. The Unknow about which the lady speaks in the video should be studied in detail for a perfect mastery of the actions undertaken on the platform to avoid possible pitfalls that would make the message inaudible.

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The main challenges on Tiktok:
- Navegating trends that are native to this app, and using them to our advantage;
- Using humor and cheeky content, as it is not common for all UN agencies;
- Creating specific trends;
- Dealing with nasty comments.

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In my opinion, the big challenge was using a new platform that the agency wasn’t familiar with to reach their target audience (young people) while respecting at the same time the Tik-Tok audiences' rights, that is, child users' rights, protection, and data privacy. The ethical issue arises here.

UNICEF's partnership with the EU is a good example of innovation, delivering creative content and reaching target audiences. Regarding the impacts, we could learn from this communication strategy to reach our young audiences at a country level, as youth is the key to sustainable development, social cohesion, and peace.

However, it is key important too to make sure children’s rights are also protected when trying to engage them in our own campaigns and purposes.

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Tiktok is a platform that is used by young adults as well as children, so familiarity with  platform is crucial to avoid child protection issues. As UNICEF did not have global presence , it was imperative they build that presence, engage influencers with the right messaging, videos, and content, while avoiding harmful content.

is important to work and communication with tiktok management and external partners the importance of analytics to UNICEF and its partners, establish guidelines on delivery time, provide a reporting method that is acceptable to the organisation.

Finally, UNICEF local partners were not on the platform, which limited the scope for local promotion. The answer, use local influencers to gain presence, tiktok is more popular outside of western countries, use the right ppl to become ambassadors for the issue.

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There's a mismatch between the medium and the message. Are the teenagers who use TikTok going to be the right conduit for EU/UNICEF's messaging?

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Tik tok was a platform popular with young people which meant there were child protection issues and UNICEF was also not on the platform.
Solution
Employ artificial intelligence, make sure that the platforms are safe for children making sure there are filters for harmful content, blocking and monitoring sensitive content.

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Sandra Black, Communications Consultant, Maputo, Mozambique

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Sandra Black, Communications Consultant, Maputo, Mozambique

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Regarding lack of familiarity with the platform TikTok - communications colleagues could study the platform and engage an outside media company, or engage further with the platform management itself for clarifications. Well done UNICEF and EU - a brave decision to use this new and upcoming platform, which paid off!

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I would say that some of the challenges are related to the identification of the influencer, the choice of the right platform and the innovative approach. It requires effort and dedication of time but it is not impossible.

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"Unknown", as the comms specialist in the video indicates, would be the main challenge.

Diving into new platforms is already a challenge, but even more when a pillar of your audience engages in it.

For this, it'd be essential to count on an expert in TikTok management that helps the Organization tailor messaging and video content.

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In my opinion, there were two main challenges that I would identify -- the children sharing sensitive information and the metrics on the data.
For our agency, being that we don't interact with children very much, the issue of data and analytics on the campaign is more important as it's information that we can share with our partners, donors and others who would want to plug into the campaign.

In previous times when we've worked with external partners on data of our interventions we've relied on the partner and trusted them to provide data on our interventions. While this has always come to us, it is not always at the frequency that we need and this can cause problems with reporting.

Establishing a regular reporting calendar that is agreed upon beforehand is one way around this issue. However, some partners are not used to this kind of reporting, so it's important that this expectation is known from the outset.

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The key challenge for me is that UNICEF didn't know how to use the app properly, and the lack of use between the rest of the UNICEF CO.
I would hire a community manager with expertise on TikTok who would also do a workshop on how to use it and extract the data for all the CO.

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First challenge is to identify the right platform to reach out to the expected audience. Then explore the features, trends, languages of the platform to ensure the success of the campaign. Risk analysis is very important (in the Unicef example : child protection/data etc..). Another challenge is measuring results : in this specific case, the aim of the campaign is to increase awarness on children rights and make global progress for their protection. This campaign has been a success if you consider number of particpants/shared post, Like and reach. But has this campaign achieved the ultimate goal : make a change regarding child protection?

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I think the key challenge here is TikTok is a new platform that is familiar and loved by youth, the targeted group of the campaign, but not by adults/us, the campaign implementors. Thus, it would be challenging in designing the right approach and content to the group and also in implementing the campaign.

How to manage? We need to learn from right resources, here is working with Tiktok to learn from them and call for their support. We need to estimate risks and challenges to minimize unexpected impacts.

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In my opinion the key challenges was to identity the target audience. We can observe from her words that there has been a lot of sensitive content related to children, we need to brainstorm first with experts and find the best and safe ways to publish on social media sensitive issues.

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The most important thing was to define what social media platform to use. The choose Tik Tok and thiswas a great election because it was aimed to young people and the idea was to find the support of youth to meke presure in all the society.

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The uncertainty is definitely a challenge we face in our social media strategy. I think that the key solution is small scale testing, that can tell us a lot about the general response to a campaign we're not sure about how it would turn out.

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For our case, the choice of the right platform is important, as we are engaging with the Moroccan youth the Instagram and TikTok are the most pertinent platforms.
Measuring the real impact (evaluation) of our posts and actions is also a real challenge for use.

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I think a challenge is choosing the right platform for your audience but also making sure you are familiar with the analytics and that you are able interpret the impact of the campaign through the analytics

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Challenge is the engaging young audience as for gender related issues content has the chance to become controversial which might not sit well with local audience specially religious leaders. Though we dont have presence on tikok, but for a similar campaign i would have used a fact vs. myth series (10-15 seconds) engaging influencers, faith leaders and legislators for pushing for reforms for issues like child marriage.

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I think the biggest challenge was to try something on a new platform that the agency weren´t familiar with nor had an account. This brings two sides: the novelty provides a real possibility for innovation, although it´s not possible to foresee the results. Even so, I think that´s the strongest point of this, as in social media you must try new things and try to engage on new social media at early stages.

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The age gap between the adults trying to craft this campaign and the young users on Tik Tok is definitely a challenge we face in our organisation. We do not have a Tik Tok account, partly for this reason. To manage this, I think you need a youth advisory group when creating content for age-niche platforms like Tik Tok. This advisory group can be given the raw messaging to shape and polish in ways that fit the trends on the platform. They can identify the right influencers to kickstart the campaign. They can also ensure the tone of the message is right, since UN content tends to be too serious/officious.

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I fear though it was a great success, the major risk of this campaign is the lmimited reach to decision makers who are not on TikTok.

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One challenge that emerged from the video is to choose the right platform from the onset to make sure that the message gets delivered and picked up by the target audience to reach the main objective of the campaign. When choosing the right platform, some issue might arise related to users' data privacy especially if our target audience is children or vulnerable communities for instance, so it is important to take into account the reliability and integrity of the platform chosen to select a known and recognized provider. The organization should have corporate guidelines on how to deal with these aspects and act ethically, including for instance best approaches and practices (covering the identity of participants, buying data from the platform itself etc...) and should agree on the privacy and ethics disclaimer and requirements with the data provider to avoid any compromise of impartiality and privacy rights.

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The main issue when it comes to advocating in social media is the choice of the good platform . Most of them are conversational and it makes difficult to control what will be said about our messages , Mostly if you are in a country when the UN perception is not good .

Additionally as the main targets are young people , it demands real creativity and innovation of we want to draw their intention and remaining on our editorial line .

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The greatst campaigns bear the phases, faces and voices of children.

The use of tic tok was a great challenge that brought surprises to the communication campaign. This means that the least likely social media platform may actually suprise the communicators.

The choice of a platform thats popular with young people meant coming to their level to share a serious advocacy moment affecting them as children and young people.

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Saana Sarpo, UNDP Regional Bureau for Arab States

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Saana Sarpo, UNDP Regional Bureau for Arab States

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I think that one of the key challenges is the uncertainty: will the campaign actually reach people, will people start engaging with it, and how the algorithms will pick it up. Partnering with TikTok to ensure the promotion inside the app gave a better footing on this, but securing that partnership helped compared to doing the campaign organically. I also think that navigating the risks related to encouraging children to engage in an online campaign had to be thought well off before to avoid any risk to young people engaging with the campaign or producing content related to it.

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I think the main challenge of this campaign was to reach the young audiences of tiktok and engage them in the challenge. The best approach for this is partnering with the platform to get support and visibility for the campaign, as the did. Also, involving influencers is a key factor for the success of a campaign.

Another challenge is convincing partners about the importance of using Tiktok in a campaign to reach younger generations. TikTok is very new and still not used at the institutional level. But this campaign was very innovative and thanks to this, it was successful.

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Agnes Kante, UNAIDS Liaison Office, Addis Ababa

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Agnes Kante, UNAIDS Liaison Office, Addis Ababa

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One of the biggest challenges would be linked to high risks of stigmatization and criminalization of people living with HIV and key populations (people who inject drugs, LGBTQI+), breaking anonymity for some could lead to severe consequences in their country of origin (jail detention, bullying and even murder). Precautions could be: identify spokespersons, use ways to protect their identity (alias, COVID-19 masks - widely acceptable given the situation) and offer them protection when speaking up.

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One of the key challenges was the target audience. The campaign aimed to engage young people aged 13-16 who are most active on TikTok. There were delicate issues of children's data and privacy online. Child-targeting through the app was difficult.

In this context, the best way to manage would be to work with child opinion leaders and influencers.

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First off is the 6minutes video. The time is a challenge for me because the attention span for online is short so I would keep it 2mins. Also think the talking was too much if they could use info-graphs to showcase successful numbers would be much more excited to follow through.

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5 minutes in a video is a long time when you're talking about a platform whose main virtue is that it's short.
I would show graphs of achievements but not just one person talking.

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I understand the key challenge would be generate enough evidence and convince the partners to use specific social media network e.g. Tiktok for the campaign. As here the Tiktok is considered as a causal network mostly used by teenagers for memes and causal networking.

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The key challenge for me is communicating the data analytics to ascertain the reach and response to messages. The solution would be to partner with agencies with strong analytics capacity or to outsource the M&E function for the campaign.

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