Representation of Children's Rights on TikTok: A Comparative Analysis of UNICEF and Save the Children

Currently, millions of children worldwide, particularly in fragile states, continue to face severe challenges and remain deprived of their fundamental rights. UNICEF and Save the Children operate globally to address these challenges and convey their activities to the international community through digital platforms. This study aimed to contribute to the literature by comparatively analyzing the TikTok accounts of these two organizations, focusing on how children and children’s rights were represented, the digital communication practices employed, and the role of TikTok in the communication strategies of international organizations engaged in children’s rights. The research examined 231 posts shared on UNICEF’s TikTok account between 2019 and 2025 and 199 posts on Save the Children’s account between 2021 and 2025 through content analysis. Findings indicated that both organizations employed diverse digital communication elements, video formats, and emotional tones to inform and raise awareness about challenges faced by children. However, the analysis revealed limited multilingualism, insufficient representation of disadvantaged groups, underutilization of spokespersons aligned with platform dynamics, the predominance of emotionally charged portrayals of children, and predominantly one-way communication.