Latin American Edutokers: Scope and 2.0 Interaction

TikTok is becoming consolidated as a social media site used to share short videos. The number of Latin American content producers who use the platform to focus on education and learning is expanding. They are known as ‘edutokers’. They use TikTok to deliver educational materials and advice on a variety of topics, making the teaching-learning process accessible to users, with a playful and creative approach. With this background, this research establishes the interaction generated by the main edutokers in Latin America through the content presented to the audience, and also delimits which profiles and posts have the greatest impact within Latin America. A quantitative methodology is used, with the FanPage Karma monitoring tool, through a selection of variables that include: number of followers, size of the video, interaction of posts, number of comments, publications per day, commitment, use of hashtags and words, posts that generated greater feedback. The result is that Latin American edutokers have a representative interaction rate through comments and reactions, together with posts that show informal language stressed by the use of keywords and hashtags as mediators of the teaching-learning process.