NCEO launched a social media campaign in August for What New Special Education Directors Need to Know about Academic Assessments. To disseminate the toolkit, NCEO created a series of nine short form videos, often called Reels, that range from around a minute and a half to three minutes. NCEO chose to use the social media platform TikTok because it is centered around these short videos and is now one of the dominant social media platforms in the world.

TikTok not only works as a social media platform but also serves as a hosting service that allows sharing and amplifying content on other social media platforms while taking advantage of its unique features, such as background music, interactive tools, and accessibility.

Taking advantage of all this, NCEO used Facebook, LinkedIn, and Twitter to announce the launch of the Reels and maximize reach by using a direct link to the content on TikTok. The direct link generated an automatic preview enabling the user to watch the Reels with a simple click.

At the end of the two-week campaign, on Twitter alone, the potential reach (that is, the total number of people who see the content) was 90,000 people with potential impressions being 440,000 times (impressions are the number of times the content is displayed, no matter if it was clicked on or not). By searching the hashtag #NCEOSpecialDirectors on each of the social media platforms, you can find all the Reels in the series. Are you interested in the NCEO Reels on TikTok? Go to NCEO’s TikTok page and click on each Reel. It is not necessary to login to view each Reel. You can also click on Follow to keep up to date with NCEO’s TikTok presence.