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The issues mentioned in the video are complex - from TikTok analytics to different levels of coverage to issues of privacy and relevance of content.

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The main challenge is how to protect children provacy and identity in a campaing in social media. Is an ethics issue

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Tik Tok is a widely viewed tool, and its massive use ensures good reach. However, I would like that in this use, the voices that are not generally heard, such as those of girls and adolescents from rural areas, Afro-descendants and indigenous people, be prioritized.

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Key challenge is Tiktok analysis. Besides it is also relatively new for our country. Many are not even familiar about its use.

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One of the key challenge was the presence on Tik Tok by UNICEF.

Which is same for UN Pakistan as we have presence only on twitter, youtube and Facebook. Tik Tok is itself a challenge, as most of the times, the government put ban on it but then the decision is reversed. So one of the risk was unknown. May be this could not be mitigated, however, when it comes to the presence of UN Pakistan on TikTok, we can use the platform of different goodwill ambassadors presence on TikTok.

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One key challenge was that - several of their counterparts didn’t have a presence on tiktok and which limited the scope for promotion and outreach at local level.

One way of managing this challenge within the context of our own campaign would be to further research for another popular platform with target audience of young people like tiktok and where most of our counterparts will have presence and factor the platform in the campaign so that we are not limited in terms of scope for promotion and outreach at local level.

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One of the main challenges I would relate to, is that of delving into the unknown. Indeed, for us, TikTok is by itself an unknown path, as most of our outputs are theoretical, rarely mean anything to young people, are hardly translatable into storytelling videos; although we are now producing much more videos than we used to, I would take it easy before going there, maybe because my main taget audience is the policymaker, and not youth by itself. But I would definitely vote for trying new paths and new ways to promote our work and our policy solutions, provided they are well sought and carefully studied before.

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In the video, Rebekka mentions several challenges and risks that were associated to the TikTok challenge.

One of the key challenges faced was that UNICEF did not have a global presence on TikTok when the campaign was first launched.

In regards to this, UNICEF can mobilize their Goodwill ambassadors, collaborate with TikTok influencers, or also promote the TikTok challenge on their IG account, as UNICEF would’ve had more presence on IG.

As for the lack of in-app analytics, UNICEF could have hired more than one company for the TikTok analytics, to ensure that they were collecting more data than what was available from one company.

Challenges mentioned in the video:

1) There was a lot of unknown. At the beginning, TikTok was not a first choice for partners, since the platform was very popular among young people, but very little known among adults. – concerns about child protection online.

2) UNICEF did not have a global presence on TikTok.

3) Lack of knowledge about TikTok’s operating environment, what contents work etc. – this left a lot of room for risks/trials.

4) Several of UNICEF’s counterparts did not have presence on TikTok, which limited the scope for promotion and outreach at a global level.

5) Analytics & monitoring – had to rely entirely on external company. There were limited in-app analytics. Could not measure data in terms of gender etc. Challenge to communicate this limited data to partners & counterparts who wished for more detailed/broader data & disaggregated analytics.

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Rebekka talked about lack of in-app data on how the content performed, as different partners wished they had more disaggregated data in terms of gender or engagement. There are several ways around it. First, while TikTok was the primary platform, it seems that it was not the only one. The campaign could have developed a smart digital mix around it so that they would not be so dependent on one company to provide them with the data. More data could be galvanized through other platforms, such as Google analytics. They could incorporate an online call to action through the UNICEF website and collect engagement data as well as gender and geographic disaggregation through that.

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Shireen Cuthbert, ILO Caribbean

Lack of presence of UNICEF global and other partners on Tik Tok was identified as a risk / challenge in the video.  I would manage that risk by “planting” Tik Tok content with key partners and supporters at the start of the campaign in order to have a solid base and build momentum that can be shared to encourage to participate / share more widely.

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Using tik tok is a very big challenge for our organisations. Tik tok is very powerful but in other hands it can also convey the wrong messages and practices. The risk is even higher when this social media is used by young people. The content is often hijacked for both good and bad purposes. The challenge here is to pay attention to the conditions of use but also to the theme of the campaign itself to avoid bad media coverage and risks of hijacking.

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The main challenge is measuring the impact of the campaign! Usually as communicators we count likes, mentions and may be response etc, but there was here no mechanism to measure the impact and the desired change. Also the use of TikTok itself is challenging as decision-makers hardly use it. The campaign should have been amplified on other channels to engage more people.

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A key challenge mentioned was dealing with negative press around the platform and children's rights. In the case of my organisation I would say that we would tend back to the UNs policies to ensure that children are not exploited in any way as messages are developed.

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The choice to go to a new platform is one of the biggest challenges. I would do thorough research to evaluate the pros and cons of the new medium, assess available analytics and monitoring tools. Privacy is also another big challenge, which also eventually leads to the need to study the platform in advance and identify the partners that could help with the campaign.

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Based on the video, the main challenge is facing limitations in using proper tools to measure the effectiveness and the impact -of the campaign which can be re-defined as inability to conduct through and reliable evaluation and assessment.

I believe that TikTo or any other major social media platforms, if engaged at or through corporate level relationship, may be able to provide further details facilitating a more comprehensive evaluation.

Also, I think that there are certain third-party developers who may be able to develop or provide tailored tools to measure the reach of the social media campaign.

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Many but I believe experimenting with a new platform, the follow-up and reaction. Also depends a lot to what regions your directing your message to.

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Many but I believe experimenting with a new platform, the follow-up and reaction. Also depends a lot to what regions your directing your message to.

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One of biggest challenge for the campaign was getting a buy-in for using Tik Tok as a platform. A number of political and institutional stakeholders have concerns about the platform, ranging from it being used for surveillance and weak privacy/consent protocol.

As a platform that is unregulated and used by young people, the aspect of negative fall out from users giving the campaign a negative twist would also be bearing on the minds of partners.

In India Tik Tok is banned though before it was shut down it has a massive following and outreach.

In India, I would go for Instagram as the viral video content is what drove the engagement for the campaign and the video challenges.

I would also at collaboration and mentoring by influencers on Instagram.

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Probably one aspect that can be identified as a challenge is the fact of image protection of which minors must be subject, a fact that is regulated even in many national legislations, and although the field of digital campaigns does not necessarily fall under the jurisdiction of such regulations, the principles of protection of children and adolescents are universal.

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The key challenge, evidently, is monitoring and evaluation of the campaign.
I, honestly, do not have an idea how this could be worked around unless using data from other platforms, using the same campaign products and properties can be considered relative indicators.
I think other colleagues have answered better than I could.

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I think Tiktok was a new app and there was not much information on it except that it was getting hugely popular and young generations were using it. Perhaps a more research on Tiktok and their CSR policy, joint SOPs on data and privacy protection of children and access to social media analytics would have benefitted the campaign. Also issues of cross posting in other social media platforms should have been discussed.

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The length of the video would demand different way to communicate the information to make it simpler and more digestive according to the target audience.

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More research needed on social media platform outreach and visibility impact towards the different cohorts.

Need to always keep in mind the overall impact of social media in a specific population. Especially in Africa a fewer % has access to electricity and internet. This is a major factor in this equation.

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One of the challenge might be tiktok coverage to cover the unheard stories of children. Tik tok is famous with young people having access to internet. It means, UNICEF would fail to reach those children living in remote areas with no electricity and no internet access and yet, they have so much to say about the violation of their rights.

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One of the challenges they faced was that Tik Tok had a lot of negative feedback from news sources, especially because of protection and privacy rights. Although UNICEF was able to successfully use the platform for a campaign, this would be harder to do at UNHCR since we must protect the privacy of our displaced people. However, if we have certain rules and ask refugees to come up with creative videos that don't show their face or reveal their identities, we could possibly be able to host a similar campaign.

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Helena Guiliche-RCO Mozambique	One of the challenges I identified in this video is about working with a new platform dealing with underaged people and unknown by adults.  Non-Global presence to Tik Tok of UNICEF and Counterparts. o	How to deal with matters related to child protection o	Negative reputation of the platform itself. o	Unknow information about how this works: Difficult in Analytics and Monitoring I would manage the challenges by:1.	Firstly, do research to get to know better the Platform, how this works, users data stratification: - Gender, age, region, countries, regions, key opinion, leaders, influencers, Tik Tok structure, etc.2.	Get more information about child protection, Human Rights protection and risks aligned to the Tik Tok reputation3.	Promote (using other social media channels) the platform among the Organization and counterparts to check the level of knowledge

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Helena Guiliche-RCO Mozambique	One of the challenges I identified in this video is about working with a new platform dealing with underaged people and unknown by adults.  Non-Global presence to Tik Tok of UNICEF and Counterparts. o	How to deal with matters related to child protection o	Negative reputation of the platform itself. o	Unknow information about how this works: Difficult in Analytics and Monitoring I would manage the challenges by:1.	Firstly, do research to get to know better the Platform, how this works, users data stratification: - Gender, age, region, countries, regions, key opinion, leaders, influencers, Tik Tok structure, etc.2.	Get more information about child protection, Human Rights protection and risks aligned to the Tik Tok reputation3.	Promote (using other social media channels) the platform among the Organization and counterparts to check the level of knowledge

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UNICEF saw an opportunity to use TikTok as the platform to reach young people, even though they did not have a global presence on the platform which made operating and managing it a challenge including recording analytics. Also, they focused only on TikTok which some partners/counterparts were not using, making it a challenge for them to promote the content.

More research should have been done about TikTok platform functionalities. To reach a broader audience, including young people and partners who might not be on TikTok, they should have used a multi-platform approach and included Instagram and Twitter for example.

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One of the challenges was that UNICEF did not have a global presence on TikTok, and neither did several counterparts.
Without creating an account, it is possible to find allies on TT who can support your campaign. However, if only one part of your targeted audience is on the medium and being fully present on it comes with high risk, maybe the campaign should include this medium to reach young people but not be exclusively based on it.

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The real challenge in this campaign is the medium used.  It would have been easier to have an integrated social media campaign that would have reached a larger audience.

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I am hearing, among other things, that one of the challenges was the actual partnership with TikTok, due to its privacy rights. Now as well TikTok is really struggling with providing adequate privacy, as well as with moderation of comments, and there is a lot of hate speech and bullying on many posts. So, countering its fun nature there is a really complex problem of lack of moderation and adequate privacy. I believe this is really a big challenge, especially when dealing with a campaign which involves children. To overcome this, it would be crucial to curate the content in a way to leave little possibility to endager the protagonists or "stimulate" hate speech of any kind (even though this is really a challenge in itself when it comes to social media).

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One of the challenges identified is the fact that their partners couldn't promote te challenge because they were not on Tik Tok. I would have made it a multiplatform challenge so that partners on other social media could still participate and promote via Instagram , Facebook and Twitter.

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The "unknowns" UNICEF and EU colleagues picked TikTok before doing a background research on the platform modalities. Majority of their other partners was not involved in the process.
What I would do different is have a research conducted before hand.

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Marcelle Rodriguez, WFP Dominican Republic

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Marcelle Rodriguez, WFP Dominican Republic

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Ethics, child protection in the web and social media and content restriction.

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Betty Chella Nalungwe, Kabul - Afghanistan

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Betty Chella Nalungwe, Kabul - Afghanistan

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One of the challenges I picked up from this video is one of Child Online Safety. A way to manage this is through our child protection section who have the mandate to guide other sections, partners and the rest of the office on child protection issues.
That said, we may have engagement at the local level and ensure the required standards are adhered to. However, digital assess are consumed globally and it is important that we partner with platforms that we can work with on a global level so that we are able to monitor what is going on and also have access to feedback in various locations.

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Tiktok was identified as the key social media channel for a new campaign. To mitigate risks around privacy especially regarding children, guidance from HQ on Safeguarding Children was provided, and deemed useful. There was very little research done to better understand how the platform worked, who the main audience was. Also, as this was a new partnership with a completely new platform, finding the entry point was not easy, as the corporate structure wasn’t well understood initially, and time was lost in finding the best way to set up a partnership.

I agree with colleagues that the video itself is very difficult to follow; it is lacking in structure. Although there are different segments ‘challenges’; ‘successes’, the content is poorly structured, not presented in a clear way – only narrative, and quite technical. There could have been visual aids (slides with the numbers/ some key facts). The speaker is clearly reading from a script which is distracting, and the camera is not in a good position (half focused on a building, the other part we can see a child’s picture, presumably a unicef poster).

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The main challenge is that the video is too long and with a lot of  information to digest that puts the audience to sleep.  I would use more graphics and visuals to support the facts and figures narrated - and even show some pictures of the videos used in Tik Tok or visuals with key messages as the person is talking. I would shorten the video to less than half with the most important information and change the background of the interview and the titles at the beginning, use subtitles.

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Abi-Gail Averlon Toussaint, ILO Port of Spain

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Abi-Gail Averlon Toussaint, ILO Port of Spain

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One of the key challenges mentioned was Tiktok analytics. By tracking the right metrics, you should be able to obtain user insights and differentiate between hype and reality. The most important detail is ensuring that you have a pro account to measure audience and performance insights. You will find this information under the View Analytics tab. You can drill down deeper using the Followers tab to obtain gender and location demographics as well as follower activity. The most extensive insights are for videos where you get to see total likes, comments, shares, play time, traffic source, etc. I think it’s also important to be able to obtain your own reports and not rely on someone else to provide them.

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a key challenge from the UNICEF-EU Tik Tok #TheRealChallenge campaign was the child protection aspect of it, how videos and content would work in a new operating environment, such as the newly Tik Tok, and how children's would be protected in terms of data privacy.

A way to manage it is to discuss the elements of ethics in terms of child protection, content sharing and usage of content - for this reliable, strong and trustworthy partnerships can be established, if agreements and specific legal elements are present.