TikTok maker ByteDance refocuses on education apps back home in China amid trouble overseas
- The company behind TikTok is using its knowledge of the endless scroll to experiment with online learning apps
- ByteDance looks for new growth in its home market after TikTok was banned in India and faces being forced out of the US
ByteDance is having a rough year abroad. Its star app TikTok is being targeted by authorities in India, the US and beyond. Facing headwinds overseas, the company is now looking to bolster its status back home with a focus on one particular area: online education.
ByteDance recently launched two new learning apps in China.
Xuelang offers one- to two-hour live-streamed classes for elementary to high school students. Professional knowledge courses are also available for adults in topics like sales.
Qingbei Xiaoban, on the other hand, focuses on small online classes. The teacher of each class is responsible for no more than 25 students. The goal is to offer more specialised attention to each student, according the app description on Apple’s iOS App Store.
One example is Tangyuan English, launched a year ago.
But that’s not all. The app now has a chat function called “practice spoken English” that works like Tinder or Chatroulette for language partners.
Users are required to upload real pictures of themselves -- animal or celebrity photos won’t do. Once their accounts are approved, they’re asked which gender they’d like to be paired with (you can select both). After that, they’re being presented with profiles that they can like or dislike. Alternatively, users can just choose the “instant chat” feature and be paired up with a random stranger in a video call – apparently to practice English.
Tangyuan is an outlier, though. Most of ByteDance’s education apps are less adventurous. One of them is the one-on-one English tutoring app Gogokid, a competitor of the more widely known VIPKid.
ByteDance aggressively promotes Gogokid on Douyin with the help of Chinese actress Zhang Ziyi, the platform’s brand ambassador. But not even enlisting the help of one of China’s most recognisable film stars has helped Gogokid gain significant ground. The platform reportedly laid off at least half of its employees last year. The company said it was bringing its staff numbers into a “normal range”.
Another recent addition to ByteDance’s suite of education services is GuaguaLong. This platforms targets kids between the ages of two and eight years old by featuring an animal in its tutoring videos. ByteDance also heavily promotes this platform, with ads appearing on some of China’s most popular reality TV shows.
Despite the new products, ByteDance still doesn’t have any education products that have achieved the level of success of TikTok or Douyin.