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Amplifying Indigenous Voices through TikTok’s Accelerator Program 

TikTok Canada

Consumer & Lifestyle, Indigenous Relations

Challenge:  

TikTok Canada is invested in amplifying platforms of indigenous creators who share their stories to reclaim their identities. For the third edition of their Accelerator Program for Indigenous Creators, TikTok wanted to spotlight community-driven narratives in a new way that helped reinforce this commitment. 

Insight:  

The tradition of storytelling is a core tenet of Indigenous communities – and something people should experience first-hand. 

Approach:  

#IndigenousTikTok, IRL – one of the largest physical gathering of Indigenous creators by a social media platform, ever! TikTok’s first in-person Indigenous creator gathering in Winnipeg provided immersive storytelling opportunities, advocated for Indigenous youth, and displayed community resilience. Accelerator participants joined #IndigenousTikTok Visionary Voices for panel discussions, curated activities, and an in-app content hub that celebrated and honoured Indigenous voices. 

Impact:  

The program successfully amplified the stories of Indigenous communities and voices who continue to tear down barriers, yielding 29 million media impressions (a 12% year-on-year increase) with 100% positive coverage, including a front-page feature in the Winnipeg Free Press. The in-person event was also showcased by four national media outlets and helped secure media opportunities and profiles for multiple participants.  

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