Driving Change from the Top: How TikTok is Empowering the Creator Economy
In a world where digital influence extends beyond mere brand endorsements, influencers, and content creators are emerging as powerful agents of social change. The recent launch of TikTok's Change Makers Program exemplifies this shift, spotlighting how creators can drive significant social impact.
Last month, TikTok announced the launch of its Change Makers Program, the platform’s first-ever social impact program for creators. The global initiative has been adapted to the region by spotlighting 4 creators from MENA. Further exploring the initiative, Communicate spoke to UAE-based content creator and also the country’s first TikTok Change maker - Dr Jana Bou Reslan.
Shedding light on the initiative, Kinda Ibrahim, Regional GM, Operations for TikTok across METAP, Central and South Asia said, “As creators are the beating heart of TikTok, we are constantly finding ways to support and elevate them by helping them build their community, grow their careers and unlock real-world opportunities. We are committed to continue investing in our creator community by providing them with the tools and resources they need so that they can continue to be rewarded for their creativity.”
Tell us about yourself. How does your TikTok community help in making meaningful differences about well-being in the UAE?
I am a TikTok creator who talks about mental health and I am based in Dubai. I have been an educator for 17 years and a lecturer of educational psychology for more than 10 years as my PhD is in educational leadership. I was chosen among 50 TikTok creators from around the world for the first cohort of a special program called ATTN x TikTok change makers. The TikTok Change Makers program is a TikTok initiative that champions everyday good.
My TikTok community plays a vital role in making meaningful differences in well-being in the UAE. By encouraging followers to share their personal stories, we promote empathy and understanding on sensitive topics such as confidence, assertiveness, Ramadan well-being tips, high-functioning anxiety, parenting, communication, trauma, healthy boundaries, and love languages. We provide educational content on mental health resources and self-care tips to inform and support the community. Additionally, we collaborate with local organizations like Sanadi (Lebanon) and ACPN (UAE) and fellow creators like @MamaDePopo to amplify our collective efforts in enhancing well-being in the region.
What would be your top 3 tips for using TikTok to raise awareness on certain causes?
As a TikTok creator focusing on mental health and well-being in the Middle East and Gulf, here are three tips to effectively use TikTok for raising awareness:
1. Educational Content: Leverage your background in educational psychology to create informative content. Break down complex psychological concepts into digestible TikTok videos. Use analogies, props, or simple explanations to make the information accessible.
2. Engagement through Storytelling: Share stories and experiences, whether personal or anonymized anecdotes from your coaching and training sessions, to illustrate mental health challenges and triumphs. Storytelling can be a powerful tool to connect with your audience on an emotional level and encourage them to open up about their own experiences. For example, I have created content around menstrual pain levels to raise awareness about female well-being and bodies.
3. Interactive Challenges: Initiate interactive challenges or campaigns that encourage your followers to participate in activities promoting well-being. For example, I have worked on the ‘Online Safety Challenge' series ( #StopThinkDecideAct + #SaferTogether ) where users share their own content related to the theme and hashtag. I was riding an Arabian horse and I challenged users in the hook to get ready for the Arabian horse challenge, only to pause and raise awareness around online challenges. This not only engages your audience but also spreads the message further through user-generated content. Remember to maintain a balance between being informative and relatable to ensure your message resonates with a broad audience.
Pro-tip: Leverage Trends: Utilize trending sounds and hashtags to increase the reach of your message. However, ensure that the trends align with the cause you're advocating for.
Tell us about the cause you're committed to. Why is this important in the GCC, and why is it important to address now?
I am committed to advocating for mental health, a crucial issue in the GCC where cultural stigma and sometimes limited resources often impede access to care. Addressing mental health is vital because untreated mental illness leads to significant productivity losses, costing billions annually in the GCC. Good mental health is foundational for thriving communities, influencing everything from education to workplace productivity. The urgency post-COVID-19 has exacerbated mental health issues, making immediate action imperative to support societal resilience. Through initiatives like the Change Makers program and my advocacy on TikTok, I aim to highlight the importance of mental health in the GCC, the Arab World, and beyond.
