Making Education Viral: Partnership between Tik Tok, Edkasa and LUMS to Make Pakistan ‘#ExamReady’

TikTok has partnered with Edkasa and Lahore University of Management Sciences (LUMS) to bring high school students a digital learning program to facilitate online and distance learning for school children. This TikTok program, called ‘#ExamReady’, is designed to help millions of Pakistani students.

This first-of-its-kind partnership, which will run throughout the year, will feature more than 500 educational videos online from TikTok, Edkasa, and LUMS, with helpful study tips in addition to subjects such as chemistry, physics and math. Syed Ahsan Ali and Syed Murtab Ali of the School of Education at LUMS will provide guidance on teaching methods and cover project monitoring and evaluation. They will produce all the content and present it on the respective social media platforms. The first round of program content is expected to go live in August this year.

The announcement comes at a very opportune time for Pakistan, where low and middle-income groups are under pressure and education costs are becoming a problem for them. In a country where access to high quality education is a major obstacle to human development, Edkasa has achieved more than 15 million minutes of viewing time in 2021, enrolling more than 145,000 students and enrolling in 129 online courses. Out of 140 million Pakistanis under the age of 30, only more than 10 million students are currently attending high school, so this partnership could not have been better.

TikTok, home to an average of 1 billion monthly users globally, will help deliver adequate educational materials to millions of Pakistani students through its platform.

Government Relations and Public Policy for the Middle East, Turkey, Africa and Pakistan (METAP) for TikTok, said:

“We look forward to working together and promoting literacy across the country whilst enabling Pakistani students to use our platform to improve their knowledge and skills. To help them prepare themselves for a successful professional life.”

In response to this, LUMS Vice Chancellor, Dr. Arshad Ahmed, stated that the university is capable of strengthening the influence generated by its active alumni. Anam Sadiq (BSc 2011) and Muhammad Fahad Tanveer (BSc 2005, MBA 2010), both former LamzUMS students, co-produced Edkasa. "At LUMS, we accept change and seek out better teaching options, and we want to make education a personal pleasure in order to keep students engaged," Dr. Ahmed continued.

"We are one of the leading apps for Pakistan's advanced online education, and we give the correct technical solutions, goods, and services to boost students' knowledge and feedback," says Anam Sadiq, Co-Founder and Chief Education Officer at Edkasa.