234 ע מניעים, חוויות ותפיסות של יוצרי התוכן הדרכתי בטיקטוק )פוסטר( ספר הכנס העשרים ואחד לחקר חדשנות וטכנולוגיות למידה ע"ש צ'ייס: האדם הלומד בעידן הדיגיטלי א' בלאו, ד' אולניק - שמש, נ' גרי, א' כספי, י' סידי, י' עשת - אלקלעי, י' קלמן ו נ' ברנדל )עורכים(, רעננה: האוניברסיטה הפתוחה מניעים, חוויות ותפיסות של יוצרי תוכן הדרכתי בטיקטוק )פוסטר( אלינה מלמד HIT מכון טכנולוגי חולון alinam@my.hit.ac.il נופר גנון HIT מכון טכנולוגי חולון nofarga@my.hit.ac.il חגית מישר טל HIT מכון טכנולוגי חולון hagitmt@gmail.com ליאת פלח HIT מכון טכנולוגי חולון liatf@my.hit.ac.il Motivations, Experiences, and Perceptions of Educational Content Creators on TikTok (Poster) Nofar Ganon HIT Holon Institute of Technology nofarga@my.hit.ac.il Alina Melamed HIT Holon Institute of Technology alinam@my.hit.ac.il Liat Falah HIT Holon Institute of Technology liatf@my.hit.ac.il Hagit Meishar-Tal HIT Holon Institute of Technology hagitmt@gmail.com Abstract The present study examined the perceived benefits of educational content creators on the TikTok platform, with the aim of understanding their motivations, user experience, perceived influence on the audience, and considerations in selecting content. The study was conducted using a qualitative approach through interviews with four content creators from the fields of education, communication, design, and programming, and was analyzed using thematic analysis. The findings indicated that the motivations include a combination of a sense of mission, personal interest, and a desire to teach, alongside aspirations for exposure, promotion, personal branding, and financial gain. TikTok's characteristics—fast pace, short format, and tailored algorithm—require creators to simplify content, experiment with diverse presentation methods, and continually adapt to the platform's dynamic nature. Considerations in content selection are based on relevance, professionalism, demand, and community feedback. The creators perceive themselves as having a real influence on the audience, and this perception is based both on quantitative metrics and on qualitative interactions, indicating a perceptual or behavioral change among viewers. The conclusion is that TikTok may serve as a significant educational platform, enabling broad access to knowledge and the building of learning communities, yet it also entails substantial challenges including information overload, maintaining credibility, and coping with public and algorithmic pressure—challenges that require creators to exercise flexibility, critical thinking, and ongoing professional oversight. Keywords: TikTok, educational content, content creators, digital learning, informal learning.
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