Starting today, you might see some beautiful new animations on TikTok’s accounts. The company has partnered with six of the platform’s popular animators, several of whom were featured in The edge last year — to make videos for an anti-bullying campaign. The videos are all written and created by the animators and aim to provide their perspective on the pressures creators face on the platform, even the ones blowing up.
The spots also highlight TikTok’s vibrant animation community. The platform has been a boon to animators, who have found that the short format allows them to create good and consistent output that stands out from the crowd and chops up viewers. One of the creators, king science, has 11.6 million followers, making him one of the platform’s most followed users. The campaign also includes AmyRightMeow, Recokh, Kelly Emmrich, rosie.gif, and milkymichii.
TikTok considers the campaign part of its strategy to fight harassment. While teams of moderators may be the first thing that comes to mind, TikTok says another flank is the tone and expectations the company sets for its community. The company wants to make sure users know the rules so that if your video gets taken down, it’s “not the only time you think about community guidelines, so it’s not like you’re in the CEO’s office,” Tara Wadhwa, TikTok US policy director, said: The edge.
The company has made a number of updates to its app over the past year to improve its anti-harassment measures. There is now a popup that warns users if it detects they are posting a mean comment, and creators now have the ability to report and block users and delete comments in bulk.
Those measures won’t necessarily protect every creator — the platform is filled with amorphous communities sharing vulnerable stories, and it could shoot someone to stardom overnight. “None of this will be the silver bullet,” Wadhwa says. “It’s where do we want our community to go…and what are the different strategies we can use to get there?”