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March 28, 2021
WHAT NEW FEATURES CAN WE LOOK FORWARD TO IN THE NEXT YEAR? A lot more of what people have told us they like. More engaging, experiential formats, and more innovative commerce solutions for brands and creators alike. DO YOU HAVE ANYTHING SPECIAL PLANNED FOR RAMADAN? We will be the place to be this Ramadan. Community events, fresh content, shopping events, competitions, we’ve got it all
VIEWPOINT SHANT OKNAYAN, GENERAL MANAGER, TIKTOK
LEADERSHIP PANEL
Founded: 2012 (regional offices: 2019) Parent company: ByteDance Regional head: Shant Oknayan, general manager Global HQ: Los Angeles Regional HQ: Dubai Number of users worldwide: A lot. We were the most downloaded app for 11 out of the last 13 months. Number of users regionally: We can’t tell you that right now, but get in touch, let’s talk, and guaranteed you will be surprised. User demographic: Highly educated entertainment seekers and higher-income early adopters. The demographic mix is very similar to overall country demographics in this region. DESCRIPTION: TikTok is the leading destination for shortform mobile video. Our mission is to inspire creativity and bring joy. BIGGEST MISCONCEPTION ABOUT THE PLATFORM? That we are a dance app for teens.
Zadi Hobeika Head of GCC Sales
IF YOU HAVE FIVE MINUTES TO GET SOMEONE INSPIRED BY YOUR PLATFORM, WHAT WOULD YOU TELL THEM TO LOOK AT?
Spend 5 minutes on TikTok.com/ business/inspiration, then just 20 minutes on TikTok and you’ll understand how the content and user experience drive results.
Scott Thwaites Head of gaming & new markets
We’re pretty new, so there aren’t any real clichés yet, but please stop posting content from other platforms; it doesn’t work here.
WHAT WOULD YOU LIKE TO SEE BRANDS DOING MORE OF ON YOUR PLATFORM?
Waseem Afzal Head of ecosystem partnerships
WHAT CAN YOU DO BEST FOR BRANDS? TikTok enables brands to capture and convert joy into awareness, engagement and purchase intent. WHAT ARE THE KPIS BRANDS LOOK FOR ON YOUR PLATFORM? Recall, engagement, virality, purchase intent and sales conversion. WHAT NEW FEATURES HAVE YOU LAUNCHED IN THE LAST YEAR? Branded Effect, the hyper-viral, ARfilter-supported version of the Hashtag Challenge. Lead Generation Cards, DPA and In App Web Pages. More products that touch more objectives.
WHAT DO YOU SEE TOO OFTEN? WHAT HAVE BECOME THE CAMPAIGN CLICHÉS ON YOUR PLATFORM?
Taking risks, being a bit tongue-incheek, engaging in a two-way conversation. Our platform is meant to enable people and brands to be their true selves. If you don’t know where to start, talk to us; we have some very talented people who can help you be your best, most TikToky self.
WHAT LESSONS DID YOU LEARN FROM COVID?
Rana Barakat Head of SMB
We learned that there is such a thing as too much information, and it got to the point where people needed to be able to drown out the noise of the everyday, so they came to TikTok, the last sunny corner of the internet.