#CriticalforGood TikTok Strategy

I developed and executed a TikTok brand strategy to help users strengthen their critical thinking skills through engaging, educational, and thought-provoking content.

The project targeted three core audiences—students, young adults seeking knowledge, and individuals aged 19–35 looking to sharpen their ability to think independently.

Content Design & Identity

Structured the channel using the Hero–Hub–Hygiene model:

• Hero — spotlighting major issues and trends (e.g., protests, civic debates).

• Hub — exploring controversial and symbolic topics (e.g., conspiracy theories, Wikipedia reliability).

• Hygiene — short, repeatable daily tips for building critical thinking habits.

Engagement Strategy

• Established a consistent weekly posting schedule to balance trending and evergreen content.

• Addressed complex and sometimes controversial subjects to spark meaningful conversations.

• Created formats that encouraged users to question sources and share perspectives.

Discoverability

• Implemented a targeted hashtag strategy (#CriticalThinking, #LearnOnTikTok, #ProfessionalDevelopment) to improve reach.

• Aligned content with TikTok’s learning ecosystem to attract knowledge-seeking communities.

Results

The strategy built a loyal and curious audience while positioning TikTok as more than entertainment—a platform for personal development and media literacy. By combining structured content formats, targeted hashtags, and consistent posting, #CriticalforGood demonstrated how social media can be leveraged as a tool for critical engagement and independent thinking.