TikTok Academy
Responsibilities: Instructional Designer, Ad Policy SME, Content Development, Scenario Creation, Visual Design, Project Management
Problem: Small-to-medium business (SMB) advertisers were frequently encountering ad policy violations on TikTok due to a lack of targeted training and direct support. Without clear education on policy requirements, many advertisers faced account suspensions and struggled to launch successful campaigns.
Solution: Designed and developed a global, self-paced eLearning curriculum specifically for unmanaged SMB advertisers. The training provided clear, actionable guidance on TikTok’s advertising policies, integrated practical examples, and included opportunities for practice and application.
Audience: Advertisers, Agencies, Content Creators
Tools Used: Articulate Rise, Canva, Adobe Illustrator, Adobe Stock, Docs
Impact
Process
Using the ADDIE model as a framework, I structured the project around iterative analysis, design, development, implementation, and evaluation phases.
Analysis: Conducted a needs analysis using moderation data, policy violation trends, and appeal rates. Performed an audience analysis to understand the unique challenges faced by unmanaged SMB clients.
Instructional Design: Applied adult learning theory principles (relevance, autonomy, problem-solving) to structure the curriculum. Designed two foundational courses and four industry-specific modules, incorporating scenario-based learning, examples, and assessments aligned to real-world tasks.
Benchmarking: Completed a competitive analysis of Meta Blueprint, Twitter Flight School, and Pinterest Academy to inform design decisions and ensure the curriculum was best-in-class for accessibility and scalability.
Prototyping: Created a low-fidelity prototype in Articulate Rise to validate instructional strategy and visual direction with stakeholders early in the process.
Collaboration: Worked cross-functionally with Ad Policy SMEs, Legal, PR, and Knowledge Management teams to review and iterate on course content. Incorporated stakeholder feedback in real time to maintain compliance, brand consistency, and learner relevance.
Data-Informed Iteration: Post-launch learner feedback and course engagement metrics were used to inform future updates and prioritize the development of additional industry-specific modules.
