Tag: TikTok

Kuala Lumpur, Malaysia — Lion & Lion launched the #RayaNiSayaRindu initiative on Tiktok to extend the Eid al-Fitr festivities with foreign workers in Malaysia, and their loved ones in their respective home countries. In line with Lion & Lion’s tagline of being ‘Made To Impact’, the creatively-driven, digital-first agency had tall ambitions to act on their belief that everyone should be able to celebrate Eid – regardless of their nationality, culture and status.

The #RayaNiSayaRindu campaign was launched on TikTok on May 1 2022 with a series of nine emotional stories told in Bahasa Indonesia, Urdu and Bengali – the most common languages spoken by foreign workers in Malaysia.

Based on local insights, the emotional stories hinged on the people, rituals and practices foreign workers missed the most as they celebrated Eid in Malaysia. Each emotional story drove users to the @RayaNiSayaRindu account on TikTok.

Claudia Low, regional head of creative content of Lion & Lion, said, “Foreign workers make up a large part of our labour force in Malaysia, many of whom come from Indonesia, Pakistan and Bangladesh.”

“As we were working on client campaigns that centered upon 2022 being the first year Malaysians could balik kampung (return to one’s hometown) to celebrate with their loved ones in person since the pandemic, we couldn’t help but notice that not everyone shared the same luxury. Especially with Labour Day falling the day before Hari Raya this year,” Low said.

According to her, they assembled a small, creative task force of culturally diverse Lions with personal connections to these communities to craft their stories as well as to share their truth and make an impact within these foreign worker communities.

Ham Maghazeh, regional director of social media for Lion & Lion, shared, “We chose to run our campaign on TikTok based on our deep understanding of our target audience. From our insights, we learned that entertainment through social media is an integral part of their everyday life, indicating that many of the foreign workers we wanted to reach out to are active on TikTok.

On the results, Maghazeh said, “Although TikTok is normally used to share humorous or fun content, we decided to disrupt the channel with emotional stories in order to capture attention and encourage participation. Our thinking paid off, because, in only four days, we grew our community from 0 to 1,300 followers, with every one of our stories gaining more than 1,000 views.”

Singapore — Mental well-being and online wellness are subjects that the majority of internet users need to be mindful of and informed on. That’s why TikTok, the leading destination for short-form mobile video, has unveiled the second edition of Youth for Good, its flagship educational program that seeks to raise awareness of mental health and cyber wellness issues amongst Singaporean youths.

TikTok joined hands with the Ministry of Culture, Community and Youth, Ministry of Education, National Youth Council, and the Infocomm Media Development Authority (IMDA) to maximize the reach of the program.

This year’s edition of Youth for Good will be launched in conjunction with IMDA’s Digital for Life Festival, where there will be several in-person workshops led by TikTok Youth for Good creators and non-profit partners on May 21, May 28 and May 29 each morning. They will drive open and empathetic conversations on achieving balanced mental well-being; how online platforms can be used to encourage help-seeking behaviour and provide help; as well as educate on alternative mental wellness boosting therapies.

The second edition will be officially announced on May 22 at a live, youth-led panel during IMDA’s Digital for Life Festival, moderated by TikTok wellness creator and other notable individuals supporting the program. As part of its efforts to empower youths to speak on issues close to their hearts, the panel will discuss how best to navigate the good and the bad in the online world as well as ways Singaporeans can pitch in to build a better and safer digital space for all.

Teresa Tan, head of public policy of TikTok SEA and Singapore, said, “At TikTok, we are committed to building a safe online space, where our users feel empowered to express themselves authentically, learn from others, and speak frankly about important issues facing youths today, such as digital wellbeing and mental health.”

Tan added, “With the support of our partners such as IMDA and our non-profit partners, we hope to continue the momentum from our success last year.”

Simultaneously, Dawn Low, cluster director for digital readiness and digital for Life Programme Office, shared, “We thank TikTok and all partners for joining us in building a digitally inclusive society by organising the workshops at the inaugural Digital for Life Festival, enabling our youths to learn how to use online platforms to amplify the importance of mental well-being specifically in the areas of digital wellness education.”

Until June 5, Singaporean youths aged between 19 and 34 years can apply via the TikTok to join Youth for Good and become wellness educational content creators on TikTok. Participating youths will undergo a specialised training program from June 20 to August 15, 2022.

Singapore — The popular short-form mobile video platform, TikTok, has announced its partnership with the 31st Southeast Asian (SEA) Games. The biennial multi-sports event, which will be held in Hanoi, Vietnam, will run from May 12 until May 23.

As the event’s official supporter, TikTok will bring the latest sports highlights even closer to passionate fans in Singapore through shared and LIVE video content from official authorities and news media partners, geared toward spotlighting homegrown athletes across a diversity of sporting events. Users on the platform can also expect up-close-and-personal interactions with the local team as well as opportunities to showcase their support from home via specially designed in-app effects and initiatives.

Doreen Tan, user and content operations manager of TikTok Singapore, said, “The SEA Games is an exciting highlight on the regional sporting calendar for both athletes and fans.”

Tan adds, “TikTok has become a vibrant home for the sports community and, as the Official Supporter for the 31st SEA Games, is proud to be able to bring these memorable moments closer to Singaporeans, especially as the entire nation comes together to celebrate and cheer on our local athletes.”

Throughout the games, TikTok users will be able to reach and engage with millions of other SEA Games fans via the official hashtag, #SEAGames31. For Singaporeans, citizens can tap into the local hashtag, #GoTeamSG, to follow all the latest news and highlights about their home team, such as match updates, re-plays, trick shots, and more across the entire sports season.

Fans can also tap onto the newly launched in-app effects to celebrate the multi-sports event in style. These include effects such as clappers and confetti to cheer the team on as well as a fun augmented reality tool, launched in partnership with the Ministry of Culture, Community and Youth, that matches users with a SEA Games sport – from swimming, canoeing, fencing, and more.

TikTok has also collaborated with official authorities and hundreds of athletes across SEA like Quah Ting Wen, Quah Jing Wen, and Quah Zheng Wen, to name a few, to bring fans live updates from training, events, and celebrations, and sneak peeks into the lives of national athletes. Tiktok encourages users to use this as an opportunity to also engage with their favourite national athletes on the platform.

Singapore – Global digital ad verification company Integral Ad Science (IAS) has expanded its partnership with short-video sharing platform TikTok to add new services, which will allow IAS to measure viewability, invalid traffic (IVT), and app-level brand safety, allowing brands and agencies globally to effectively monitor the quality of their media buys on TikTok’s platform.

Through this, IAS will now be providing advertisers with trusted, third-party measurement powered by the Open Measurement Software Development Kit (OM SDK), giving marketers ultimate transparency and confidence around campaign performance. Governed by the IAB with IAS being a founding member, the OM SDK is designed to facilitate transparent third-party viewability and verification measurement for ads served to mobile apps and open web environments. 

Moreover, the offering will be providing granular reporting with 24/7 access to the IAS Signal UI, allowing advertisers to take action and stay informed on campaigns. By partnering with IAS, marketers will now have access to an increasingly comprehensive set of solutions to manage their advertising campaigns on TikTok.

Lisa Utzschneider, IAS’ CEO, commented that they are excited to offer marketers an increasingly comprehensive set of IAS Media Quality Solutions to manage their advertising campaigns on TikTok.

“It is more important than ever for marketers to engage with users on social platforms and ensure that their ads appear next to brand safe & suitable content on a global scale. We are thrilled to deliver a holistic solution on TikTok and provide new levels of transparency and precision for these campaigns,” said Utzschneider.

Meanwhile, Melissa Yang, TikTok’s head of ecosystem partnerships, shared that they are thrilled to build on their partnership with IAS and introduce new solutions that give brands the confidence to scale their businesses and audiences on TikTok.

“Through this expansion, brands and advertisers around the world will have access to IAS viewability measurement to monitor the quality of their campaigns on our platform. We’re excited to see how this will usher in new levels of transparency and success for our clients,” said Yang.

United States – Short-video sharing platform TikTok has seen $3.7b in lifetime consumer spend off the back of the biggest quarter in spend amongst apps, according to a report by data AI company data.ai.

The report found that a major factor in TikTok’s recent rise to the top is its monetisation strategy, in which it primarily monetises through advertising – attention-grabbing content critical to its success. Outside of in-app advertising, TikTok uses a feature similar to the tipping system that Twitch uses to monetise. Coins are TikTok’s currency, where fans can buy gifts using coins and give gifts to their favourite creators. Creators can also buy coins to use tools like the Promote tool – where creators can choose a video to promote in hopes of increasing views or followers. Coins also allow creators to then set a promotion budget, duration, goal, and audience for a set amount of coins.

The same report revealed that TikTok has surpassed $840m in consumer spend worldwide, a 40% jump from Q4 2021, and the US was amongst the primary drivers of growth — with consumer spend increasing 125% QoQ in the first quarter of 2022. The US was also ranked first by consumer spend in the first quarter of 2022 for TikTok, contributing 37% of total spend, while China was placed second, contributing 26% of TikTok’s spend in the first of quarter 2022. Meanwhile, aside from the US and China, the top markets by spend for TikTok included Kuwait, Germany, Saudi Arabia, the United Kingdom, Russia, and Japan, as well as France and Italy.

Moreover, TikTok was also found in the second spot by downloads and fifth by average MAU in the first quarter of 2022. 

The data AI company said, “We forecast that TikTok would surpass the 1.5 billion MAU milestone in 2022, and after just 1 quarter in 2022, TikTok has indeed shattered that prediction. Not only does TikTok have a growing user base, the app has fostered deep engagement — with global users outside of China spending 19.6 hours per month on average in the app during 2021. While this is equal to Facebook, which was ranked the first social app by time spent globally in 2021, TikTok’s growth trajectory is unrivalled, up to 4.7x in just 4 years. In 2018, its average monthly time spent per user was only 4.2 hours.”

In March 2022, TikTok has expanded the pilot of its Stories feature, which began testing in the summer of 2021. During the same month, TikTok has also launched SoundOn, allowing artists to upload and monetise music, encroaching on the music streaming territory of apps like Spotify and Apple Music, amongst others.

In addition, data.ai’s State of Media & Entertainment report has found that Spotify ranked first for global downloads in 2021, followed by ByteDance’s music streaming platform Resso, which underscores TikTok’s commitment to the music discovery and streaming space.

Indonesia – Short-video sharing platform TikTok has launched an all-in-one platform for music marketing and distribution, SoundOn, which is designed to empower new and undiscovered artists, helping them develop and build their careers. 

SoundOn is now fully launched in Indonesia, as well as the US, UK, and Brazil, with a growing number of artists opting to use the platform. It enables artists to grow their fanbases, harness their creative voice, and get their music heard worldwide. The platform also allows artists to upload their music directly to TikTok and begin earning royalties when that music is used. 

Moreover, SoundOn pays out 100% royalties to music creators in the first year and 90% after that and provides a range of promotional tools and support. Audience insight and development, expert advice from a dedicated SoundOn artist team, access to TikTok’s song tab where music is linked on profile pages and promotional support through creator marketing on the TikTok platform is all part of what’s offered to artists signing up. 

TikTok said that the new platform can also distribute to other music platforms like Spotify, Apple Music, and Instagram, and as a result, fans’ loyalty transcends TikTok and helps artists build audiences on other streaming services and DSPs.

Ole Obermann, TikTok’s global head of music, shared that SoundOn teams will guide creators on their journey to the big stage and bring the expertise and power of TikTok to life for the artist. 

“We’re incredibly excited about how this will surface and propel new talent and how SoundOn will contribute to an increasingly diverse and growing global music industry,” said Obermann.

Meanwhile, Paul Hourican, TikTok’s head of music operations for UK and EU, noted that there is a wealth of musical talent emerging on TikTok in the UK and they want to do all they can to support it.

“The SoundOn offering and the team we’ve put in place will enable artists to grow and build their careers. We’re excited to see how this can power even more TikTok hits for the UK music business,” said Hourican.

Singapore – As part of the celebration for International Women’s Day, short video platform TikTok in Singapore has announced a series of live events under the “#WhenWomenWin” which will spotlight inspirational women who have made a home on the platform to share their heartfelt stories, channel good vibes, and champion the causes that matter most to them.

For the platform, TikTok has certainly blossomed into a space where women from all walks of life can speak their truth, break barriers, and empower others – all while celebrating the extraordinary changes that come to life. These include young female entrepreneurs, coders, rising stars in the local music scene, to changemakers shedding light on the often-unspoken realities of burns and chronic illnesses.

The live series will be scheduled from 1 to 8 of March. The lineup will feature content creators jewellery brand XVXII owner Vidhi, actress Julie Tan, polytechnic student Tammie Ong who spreads awareness on rare diseases, Anytime Fitness’ sales rep and salsation instructor Syakirah Syazwana, mando-pop R&B songstress Soph T, educational and motivational content creator Adeline Tay, full-time retail associate Nur Amirah Arman who spreads awareness about the blood condition called Thalassaemia, as well as radio DJ and host Germaine Leonora.

Other participants include full-time software developer Ainul Mohamed Razib, publishers Nicole Lim and Kimberly Ho who are known for their sites “Our Grandfather Story” and “Something Private”, callisthenics coach Charlene Chew, and Safe Place founder Jennifer Heng.

In a statement to MARKETECH APAC, Doreen Tan, user and content operations manager at TikTok Singapore, said, “TikTok has become a home for championing positivity and authentic expression, as we provide an inclusive space that uplifts and celebrates the successes of our amazing community.”

She added, “We continue to be inspired by our very own female creators from Singapore, who have made a huge impact on our community in their own unique way, whether it’s guiding young entrepreneurs, shedding light on important social issues, or creating a safe environment for others to share their truth. We are certainly looking forward to the line-up of speakers featured in this year’s International Women’s Day LIVE programming, and welcome everyone to tune in for their incredible stories.”

Sydney, Australia – Global influencer marketing and content creation platform Vamp has been added to the TikTok Marketing Partner program, allowing Vamp’s customers to have access to first-party data that will make running campaigns with TikTok easier and more effective.

In addition, brands who work with Vamp can now obtain TikTok creators insights in a more automated and scalable way. They can now identify relevant creators within Vamp’s vetted community and make data-driven decisions based on their audience insights. All of Vamp’s creators are also added to the TikTok Creator Marketplace.

Furthermore, brands will also benefit from clear, verified performance metrics and can monitor views, likes, shares, comments and engagement, to identify high-performing content and accurately measure the campaign’s success. These performance insights also help brands determine which high-performing content pieces should be amplified using TikTok’s Spark Ads – an ad solution that can be utilised via the Vamp platform.

For Aaron Brooks, co-founder at Vamp, TikTok has become a platform impossible for marketers to ignore, but creator discovery and campaign measurement remain two of their biggest opportunities.

“Vamp’s badging as a TikTok Marketing Partner and integrating with the TikTok Creator Marketplace takes the guesswork out. We’re excited to bring our customers who have already seen success on our platform, like Adobe, Estée Lauder and Benefit Cosmetics, new clarity and capabilities. It’ll also allow creators to recognize the power of their insights, prove their influence and save them time taking endless screenshots of analytics,” Brooks said.

Meanwhile, Melissa Yang, head of ecosystem partnerships at TikTok, commented, “Creators are the lifeblood of our platform and we’re constantly thinking of new ways to make it easy for them to connect and collaborate with brands. We’re thrilled to be integrating with an elite group of trusted partners to help brands discover and work with diverse creators who can share their message in an authentic way.”

Vamp has combined this integration with existing tools that help to streamline TikTok campaigns. Vamp’s platform offers brands easy briefing templates and its algorithm competitively prices TikTok creators for maximum opt-ins. In addition, management tools minimise admin and results are collated in a centralised dashboard.

Philippines — Caltex, a subsidiary of Chevron Corp., has partnered with VMLY&R, a global brand and customer experience agency, to launch #Caltexunstoppablestar, a campaign on TikTok centred around engaging musicians and fans across Malaysia, Thailand, and the Philippines. The said campaign was also done in collaboration with Def Jam Southeast Asia, Universal Music Group’s flagship hip-hop label.

Musicians and fans across the said countries are encouraged to enter the rap challenge on TikTok, which aims to underscore the joy of driving and the freedom of journey.

The mechanics, as conceptualised and executed by VMLY&R, features a unique 60-second rap song co-written and co-produced for Caltex by SonaOne and performed by artists across three countries: Philippines, Thailand, Malaysia. The rap is divided into four 15-second sections, each increasing in speed and difficulty. Leveraging the different AR features of Tiktok, participants can create unique rap videos of their celebration of the joys of driving and adventures.

Dean Gilbert, general manager for marketing and sales support of Chevron Corporation, said that VMLY&R and Def Jam Southeast Asia helped Chevron encapsulate Caltex’s #unstoppable ethos through a fun and unique campaign. Gilbert added that with Caltex’s unbeatable mileage, users can keep on going, and fuel stops become one less thing holding them back from what they want to achieve, be it performing as a rap artist or running daily errands.

Valerie Madon, chief creative officer of VMLY&R Asia, said, “Singing in our cars is a universal joy, and Caltex is focused on enabling drivers to enjoy their journeys. Sharing energy and new music through this project encompasses the human spirit we are championing and keep empowering as the VMLY&R brand.”

The song, written and produced for Caltex by Def Jam Southeast Asia, features a catchy, tongue-twisting, free-flowing rap. Participants are encouraged to use Caltex’s special TikTok AR filters to glam up their rap to get a chance to win numerous prizes up for grabs in the contest.

Meanwhile, Calvin Wong, CEO of Universal Music Group Southeast Asia, commented, “Hip-Hop is highly influential across the region. With some of Southeast Asia’s biggest rappers including Malaysia’s Joe Flizzow, Thailand’s Daboyway and the Philippines’ Matthaios performing on the track, we’re excited to see how fans and users take the song to the next level through this partnership.”

According to the agency, within just 10 days of launch, the campaign has already garnered over 650 million views on the hashtag page with several unique submissions from participants. The campaign is running in Malaysia, the Philippines, and Thailand from February 18, 2022, to April 24, 2022.

Hong Kong — Capssion, an all-in-one influencer marketing platform based in Singapore and Hong Kong and founded by two ex-Lazada executives Thibault Couperie Eiffel and Koussey Goupil, has announced that their software now integrates TikTok on its platform to allow e-commerce brands in the region to find, manage, and monitor performance with TikTok influencers.

With influencer marketing campaigns becoming increasingly complex to manage, and in the bid to streamline the over-abundance of tools and social media platforms marketers have to cope with, Capssion has been aiming to innovate through choice integrations with best-in-class software to become the all-in-one influencer marketing platform for e-commerce brands in the Asia Pacific region. Historically, Capssion allowed brands to run campaigns on popular platforms namely Instagram and YouTube.

Thibault Couperie Eiffel, CEO and co-founder of Capssion, says, “More than 50 percent of the brands operating on Capssion have dedicated budgets for TikTok in 2022. Four in 10 of our influencers creating content on Instagram are now also creating content on TikTok.”

With the successful integrations of Shopify and Aftership that saw significant results, Capssion plans to grow its integrations and partnerships even further. The platform aims to be a facilitator for brands to find, manage and compensate influencers, as well as monitor their performance at scale, all in one place.