TikTok is renowned as the world’s leading destination for short-format video content. The content shared by users on the platform usually spread joy amongst those who view their videos, and as a result, TikTok has brought communities of all generations together to promote social values amongst them through rich and diverse content. In its bid to spread positivity and bring joy amongst its users, TikTok also collaborated with the recently released Bollywood hit film Bala that focuses on loving yourself despite your flaws.
Since its inception, TikTok has witnessed increasing engagement for hashtags such as #love (close to 115 billion views), #support (close to 6 billion views), #care (close to 480 million views) and #innerbeauty (close to 20 million views) that showcases TikTok’s inclusiveness as a platform that encourages its users to uplift the emotional sentiment in the society and inspires them to embrace their flaws, thereby building a community that does the same.
How TikTok is making a difference?
Bala is a movie that stars Ayushman Khurana, Bhumi Pednekar, and Yami Gautam and the essence of the movie is that one should love and accept themselves and others for whom they really are. While the movie was promoted through an in-app engagement campaign on TikTok called #DontBeShyAgain and a ‘first-of-its-kind filter’ for the users to create interesting content. The campaign received a phenomenal response from the users, clocking more than 550 million views on the platform and saw users spreading this beautiful message through their creative videos. Popular TikTok users such as Akshay Kakkar and Sumit Jain, who share videos that promote body positivity, rode on the campaign to share some lovely videos. The campaign also won Gold under ‘Most Admired Campaign on Social Media Platform’ for The Bala Effect – Bala Takes Over TikTok at the SEAC Singapore Customer Engagement Awards.
What’s common between this movie and TikTok is the fact that the TikTok community also encourages users to be themselves, share their talent and creativity while promoting positivity. While users like Akshay and Sumit might not conform to the stereotypes of how one’s body should look. They instead continue to share their passion on TikTok and create videos to showcase it and the community on TikTok comes together to encourage them! For example, in one TikTok video, you can see Akshay dancing to the tunes of a song. This video garnered over 2.5 million likes and users from across India shared positive comments on how well he danced and how he shouldn’t let the size of his body stop him from doing what he loves and sharing it with the world. Another user who breaks the stereotype is Geet, who in an accident became paralysed when she was 10 years old and has been on a wheelchair since. However, this didn’t stop her from sharing video on the platform of encouragement and motivation. With close to 3 million followers on TikTok, Geet motivates others to be better and shares positivity with the community of over 200 million!
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