For Black History Month, TikTok is promoting its ecommerce hub by inviting users to #ShopBlack

During February, TikTok is supporting its Black community through initiatives that spotlight some of its in-app features. Its Black History Month plans include a #ShopBlack initiative on TikTok Shop and an Out of Phone campaign that will bring creators of color to movie screens across the United States.

TikTok is getting an early start on its Black History Month festivities. On January 30, the app launched a fresh slate of initiatives on its #BlackTikTok hub, where it highlights some of the Black creators who drive its culture.

This year, the #BlackTikTok campaign will extend beyond its titular app and into the real world. As it did last year, TikTok has put out a list of Visionary Voices. The honor roll includes Black creators like Aliyah’s Interlude and LU KALA, who have contributed their artistry and creativity to sitewide trends. To celebrate its latest crop of Visionary Voices, TikTok will host an in-person brunch and an early screening of the film Bob Marley: One Love.

@blacktiktok It’s 9:01 AM, so I’m just gonna get started. Watch how your least favorite co-worker, Corporate Erin @Lisa Beasley , rose to the top of the #BlackTikTok ♬ original sound – Black TikTok

“From making waves across industries, to advocating for Black voices, our visionary #BlackTikTok community continues to elevate Black creativity and drive industry-shifting influence on and off of TikTok,” reads a Newsroom post that introduces the fresh cohort of Visionary Voices. “This Black History Month and year-round, we’re celebrating the brilliance of #BlackTikTok and amplifying the culture-defining impact of our Black creator community.”

Visionary Voices lists have become common on TikTok during cultural heritage celebrations. Last year, it gave shout-outs to prominent figures in its API and Latin communities.

As the calendar turns over into 2024, TikTok is tying its cultural campaigns into other sitewide initiatives. Its Black History Month hashtags include #ShopBlack, which will bring attention to diverse entrepreneurs on TikTok Shop. More than a year after bringing its social shopping hub to the United States, TikTok is building tools that can increase affiliate marketing revenue — and Black business owners stand to benefit from that effort in February.

Another notable TikTok initiative launched in 2023 is its “Out of Phone” program, which brings sponsored videos to locations like airports, gas stations, and movie theaters. In February, Out of Phone is getting a Black History Month twist. A partnership with Screenvision Media will bring the current Visionary Voices to movie pre-shows.

Other elements of TikTok’s Black History Initiative include the Innovate Together Grant Program in partnership with Black Girl Ventures. Recipients will receive grants worth up to $10,000. TikTok is also giving some shine to its employee resource group BLXCK. After taking heat for its alleged treatment of Black employees, TikTok is working alongside its staffers of color.