Singapore – Short-video sharing platform TikTok and Singapore’s national confederation of trade unions, National Trades Union Congress LearningHub (NTUC LHUB), have signed a Memorandum of Understanding (MOU), aimed at delivering quality training and resources in social media marketing and content creation for small businesses.
NTUC LHUB said that more small businesses turn to digital platforms to reach new audiences, and many are leveraging new age platforms such as TikTok which has exceeded 240 million users in SEA alone. From increasing brand awareness to extending their business reach, TikTok has played a key role in helping local micro-businesses to connect directly with their customers and grow their presence online.
The MOU will see NTUC LHUB leveraging its strong network within the Labour Movement and its associations such as the Freelancers and Self-Employed Unit (U FSE), Singapore National Co-Operative Federation (SNCF), and Young NTUC. In addition, NTUC LHUB will be working closely with TikTok to develop a suite of courses that empower content creators to grow their brand presence on social media platforms.
To kick off the partnership, NTUC LHUB will begin running the TikTok-endorsed ‘Design Thinking for Social Media’ course in March 2022. The two-day course leverages design thinking concepts for social media content creation. Furthermore, the collaboration will translate into training courses that are applicable to all workers in due course.
Anthony Chew, NTUC LearningHub’s director of Infocomm Technology, commented that they are thrilled to be partnering with TikTok to empower Self-Employed Persons (SEPs) to navigate and keep pace with the rapidly changing social media landscape in order to create new business and employment opportunities.
“Working closely with TikTok, NTUC LearningHub will be on the pulse of new trends and developments straight from the source, hence ensuring that our training in social media and digital marketing remains highly relevant, timely and spot-on for our learners. In addition, NTUC LearningHub is also uniquely placed within the Labour Movement ecosystem to support the outreach efforts to self-employed persons,” said Chew.
Meanwhile, David Jay Gomez, TikTok’s head of brand partnerships for SEA, noted that they are witnessing an increase in small businesses across SEA, leveraging their platform to drive tangible impact and they are deeply committed to using their platform to educate and equip their community with the relevant skills and training as they navigate the ever-evolving business landscape.
“Through our partnership with NTUC LearningHub, we look forward to empowering more micro-businesses and freelancers to drive their business and Singapore’s digital economy forward,” said Gomez.
Jean See, the director of NTUC Freelancers and Self-Employed Unit (U FSE), said, “With continual learning support as a cornerstone of NTUC’s membership proposition, we are excited that U FSE and NTUC LearningHub will be jointly rolling out a ‘Community of Practice’ series to bridge classroom training with expert insights to empower members to stand out from the competition.”
Singapore citizens and permanent residents can enjoy 50% off the course fees, and are eligible for the utilisation of SkillsFuture credit and Post-Secondary Education Account (PSEA). Interested individuals can register for the ‘Design Thinking for Social Media’ course at NTUC LHUB website.
Here at MARKETECH APAC, one of our commitments is giving SMEs a dedicated space to bring forth their creativity and innovation, an area that is often overlooked against industry giants.
Within a year of sharing and announcing SME marketing campaigns in the region, it is TikTok’s ‘Shop Local Saturday’ that comes out on top as our SME Marketing of The Year.
The campaign is already a winner right off the bat – TikTok having grown to be the leading destination of entertaining content for the past two years in the pandemic, it is only but an innovative and progressive move to use the platform’s consumer base and transform the space as an enabler of SME business growth.
Launched in May 2021 in the SEA markets of Indonesia, Thailand, and Vietnam, ‘Shop Local Initiative’ offers SMBs the opportunity to be featured on the platform through a variety of paid advertising packages, utilizing TikTok’s unique suite of in-app spotlight features.
Here’s our interview with Esme Lean, head of small and medium business for APAC on TikTok, who shared with us how SMBs can better deliver content on the platform and the future SMB initiatives and features we can look forward to this 2022.
Why did you launch ‘Shop Local Saturday’ specifically in Indonesia, Thailand, and Vietnam?
TikTok For Business is home to all current and future marketing solutions for small and medium businesses (SMBs).
With SMBs forming the backbone of many local economies in Southeast Asia, we launched ‘Shop Local Saturday’ in these markets in hopes of empowering and supporting them, especially with many SMBs in this region still managing the impact of the pandemic. This is corroborated by our research, which found that 1 in every 4 SMBs in Thailand as well as 1 in every 3 Vietnamese and Indonesian SMBs use TikTok as their preferred ad platform and find TikTok ads to be most effective, highlighting the strength of the platform as a marketing tool to drive their business goals.
The Shop Local Saturday initiative hence seeks to level the playing field on TikTok for all businesses regardless of size, by raising awareness and amplifying their offerings. We hope to show SMBs in these markets that we’re not only here to support them, but they can leverage TikTok to launch meaningful campaigns that will ultimately drive sales and real business results.
What has been the response of the SMB community towards the initiative?
Shop Local Saturday is one of our top-performing campaigns in Southeast Asia in 2021, which saw over 170 SMBs across three markets participating. With Shop Local Saturday, SMBs saw a huge increase in the number of impressions and clicks throughout the campaign, resulting in significant business results for participating SMBs.
On a baseline level, how can SMB brands deliver content that will effectively attract audiences on the platform?
Investing in digital transformation will certainly help companies, particularly SMBs, to meet their business goals. In particular, TikTok, which celebrates the short-form video format, represents a new marketing reality for brands of all sizes to best reach their audiences.
To cater to SMBs, TikTok’s flagship advertising platform, TikTok Ads Manager, makes it super easy for SMBs to access, launch and measure their ads campaign directly. Through TikTok Ads Manager, brands can create In-Feed Ads that offer SMBs a chance to place immersive video experiences within users’ For You feed. With this full-screen, auto-play, and sound-on format, SMBs’ ads can fit right into the user experience. This way, SMBs also now have the ability to independently launch and optimize campaigns to drive sales and real business results, giving them the opportunity to be easily discovered by users.
Have SMBs always been part of your main advocacy as a platform? What have you found is the role of TikTok in SMBs’ success and development?
TikTok has always been committed to empowering SMBs in Southeast Asia with the tools to drive their businesses forward. With over 240 million TikTok users in Southeast Asia alone, we recognize we have a significant role to play in supporting the many SMBs based in this region, by helping them tap into these vast communities.
We hence see ourselves as an enabler – in supporting SMBs in their growth and finding their authentic voice on our platform so they can grow their businesses. To this end, in addition to Shop Local Saturday, we also launched our Grow with TikTok: Starter Lab last year – an in-depth TikTok training program featuring interactive sessions that help SMBs in Southeast Asia build their expertise as advertisers and grow their businesses effectively on TikTok. During these hour-long sessions, SMBs get the opportunity to learn from established figures in the marketing industry, as well as hear from the TikTok team, on how to get started on TikTok.
What future initiatives and features can we expect from the platform towards SMBs?
In March 2021, we kicked off our Small Business Resource Center in Southeast Asia to provide best practices and resources for SMBs to learn to connect with their audience and drive results. This will continue to house best practices and serve as a learning repository for SMBs as a form of value-added support.
Additionally, TikTok also signed Memorandums of Understanding (MOUs) with SMB associations in Vietnam, Thailand, and Indonesia last year, as part of its overall plan to contribute to the growth of SEA economies by enabling SMBs through education, and providing greater accessibility to TikTok Ads Manager for businesses across the region.
Moving ahead, TikTok will continue to monitor trends and engage in consumer behavior research, to effectively keep our finger on the pulse of what works for SMBs.
SMBs are a critical part of our communities — both on TikTok, in Southeast Asia, and around the globe — and we’re committed to empowering them to unlock new opportunities and drive business results. To that end, we will continue to create big moments and initiatives that champion and empower small businesses in the region through workshops, online trainings and support, and other resources to help them reach their goals as 2022 unfolds.
This recognition is based on the results of Google Analytics on the most-read stories of 2021 with editorial validation on the significance of a leader’s contribution, campaigns results, and overall impact.
Singapore – The short video sharing platform TikTok continues to rise in popularity globally, with the app being the most-downloaded app across Google Play and iTunes globally on Christmas day, the latest data from mobile data and analytics company App Annie.
Social media platforms Instagram, Facebook, and WhatsApp–all owned by the recently rebranded tech giant Meta–ranked second to fourth. Meanwhile, social messaging platforms Snapchat and Facebook Messenger ranked fifth and sixth respectively.
Encrypted messaging platform Telegram ranked seventh, highlighting continued consumer patronage of encrypted messaging services along with strong network effects from a growing user base.
Singapore-grown Shopee ranked eighth, the highest-ranking shopping app worldwide, driven by strong uptake in India, LATAM, and Southeast Asia. Spotify ranked ninth globally for downloads. The music streaming app likely received a boost in demand from its end-of-year ‘wrapped’ campaign that has been widely shared on social media.
Lastly, video editing platform Capcut ranked tenth in the most-downloaded apps globally.
In terms of games, ‘Brain Story: Tricky Puzzle’ by Onesoft ranked first following a version released on Dec 21, 2021. ‘Poppy Rope Game’, an open-world action game by Zego Studio ranked second and ‘Rocket League Sideswipe’ by Psyonix (Epic Games) ranked third — a race car soccer game popularized on PC and console, this is the latest example of a gaming title successfully migrating to mobile.
Meanwhile, streaming platforms YouTube, Disney+, and HBO Max all ranked in the top 5 as demand for streaming exclusive content remained. In the case of YouTube, consumers preferred to subscribe to remove ads. It is also noted that digital collectibles app VeVe ranked ninth by spend — an indication of the demand for NFTs.
In terms of games, ROBLOX saw the greatest consumer spend as gamers worldwide spent Christmas day building in the metaverse and upgrading avatar skins and other in-game consumables. Free Fire ranked third for consumer spend — further evidence of online multiplayer gaming driving deep engagement and cross-device play.
The penultimate year-end is not backing off on a lighter note. In its own right, the month of November ends with a bang with new marketing leaders inducted in the digital space, a launch of an industry-first partnership, and a massive contest marketing from an e-commerce brand.
In Singapore, a top e-commerce has unveiled its biggest giveaway yet for its campaign on 11.11. Meanwhile, in APAC, a communications firm has revealed in one fell swoop its new digital leaders for its different markets in the region. This month, a media giant’s creative agency has also announced its new MD for APAC.
Still region-wide, a creative and communications network has specially partnered with TikTok to specifically build capabilities for brands to conquer audiences on the platform.
Most interestingly, we have seen, this month, a veteran from the world’s favorite content creator joining a fast-growing live streaming platform in the Philippines.
Regional e-commerce platform Lazada in Singapore, in a bid to further encourage 11.11 sales, has launched one of its biggest giveaways yet: a S$1m-worth condominium unit at the Normanton Park. The initiative, co-sponsored by real estate company PropNex, has concluded with a 70-year-old retiree as the winner, who interestingly just entered the contest with S$3.41 for Aloe Vera Gel and a digital voucher for a Nasi Lemak as investments.
Speaking to MARKETECH APAC, Wook Kwon, chief marketing officer at Lazada Singapore, said that through these giveaways, they aim to reel in more customers to go back to their platform.
“The world of e-commerce can bring on an array of possibilities. So in this way, the latest giveaway, we strive to keep our customers going back to our platform, keep them engaged to go back to our sellers on the platform,” Kwon stated.
A major part of the campaign is gamification, where eligibility to enter and win is through collecting ‘golden keys’ on various missions in the Lazada app, and that more keys collected grant a higher chance of winning.
Kwon added, “Gamification is important in customer experience. It’s the best experience that keeps our customers going back to our platform. Gamification is part of our ‘shoppertainment’ strategy to enhance the shopping experience.”
Virtue, the creative agency under media company VICE, has appointed former head of client services at MediaMonks Singapore Lesley John, to be its managing director for the Asia-Pacific region.
Through her new role, John will be overseeing Virtue’s business and teams across the region including offices in India, Indonesia, Korea, and Japan from its Singapore hub.
Regarding her view on the state of content creation within APAC, John told MARKETECH APAC that there is diversity shown across the region, amplified by global cultural phenomena such as K-pop and J-pop.
“If you were to look at streaming platforms like Netflix, they’re starting to surface more cross-cultural content pollination,” she stated.
John also noted various cultural tropes that make the region’s content consumption unique, such as the rise of anime and idol content in homegrown platforms like Bilibili, or how a universal theme such as humor can vary from region to region, just like how Thailand’s approach to humor is ‘deadpan’.
When asked what advice can be given to brands when creating content for APAC audiences, she shared that the first thing is always finding an ‘interesting story’, and then finding the most compelling way to deliver it.
“Don’t be afraid to tap into emerging themes or subcultures if they’re relevant to the theme [or] story you want to deliver. Be authentic, reward your audience intellectually. I guess there’s always a temptation about going to the lowest common denominator, [and] that results to very bland, inauthentic, doesn’t feel like it’s coming from a real point of view,” John concluded.
Global communications firm has unveiled the new executives that will be at the wheel of its digital business in APAC, namely the heads of digital for its India, Hong Kong, Taiwan, Korea, Malaysia, and Australia teams.
Speaking with MARKETECH APAC, Matt Collette, Edelman’s APAC vice-chair for digital, shared that the new hires are the firm’s response to brands’ stronger commitment to deliver greater digital experiences over the pandemic.
On the top challenge digital marketers are facing today, Collette specifically cited reduced ad targeting opportunities brought about by stricter privacy features from tech giants such as Apple.
“The implications for that…had been on the quality of data that companies are receiving with respect to how people are engaging with ads specifically; [that] has deteriorated significantly. What we’ve seen [is an] increase in costs for performance campaigns,” said Collette.
Collette said that, hence, this is a major area the communications firm is helping out clients on today – figuring out what other strategies and tactics they can deploy to effectively build first-party data.
“We want to make sure that we have digital teams across all of our markets in Asia-Pacific that are able to engage with the clients in a way that demonstrates deep expertise and knowledge of the digital space,” said Collette.
Creative and communications network dentsu in APAC has unveiled in October a partnership that will see the network building commerce and media capabilities to effectively elevate brands’ presence in TikTok.
Interestingly, within the tie-up is a program called ‘Test with TikTok’ which brings together the performance team from dentsu and product team from TikTok to test several performance and commerce hypotheses on the platform.
In an interview with Sunil Naryani, dentsu APAC’s president for product, commercials & partnerships, he shared that oftentimes, testings within the market ecosystem do not yield in valuable results and insights for reasons such as failure to establish a clear hypothesis on what must be tested and at times, tests’ misalignment to a brand or media’s objective.
“This is what we’re trying to solve with ‘Test with TikTok’. It is essentially a structured way in which we are testing various TikTok products and solutions so we could unlock the full potential of the platform for our clients,” Naryani said.
Naryani further shared that most of all, the whole objective of the partnership is to deliver differentiated value to brands.
“The key discussion that takes place is what is important for our [clients] and we’re looking at the full funnel. At this stage, there is a lot of focus on the mid and the bottom funnel,” added Naryani.
And our top story for the month of November is none other than live streaming platform kumu in the Philippines, with its recent appointment of Anand Roy, former regional director of music and live entertainment for SEA at Disney, to be its new senior vice president for strategy and international.
According to Roy, he first heard about the kumu platform from Open Space Ventures, one of the company’s investors, and at that time, was feeling quite unhappy with the state of social media generally.
In a MARKETECH APAC interview, Roy shared what themes of online content will be the next big thing among audiences.
“One big seismic change which has happened in consumers’ lives for the past two years has been the realization that both work and study can happen online. This is a fact which has been brought to the surface because of the realities around the pandemic, and it promises to be an absolutely monumental change in the way people work,” he said.
Roy believes that over the next period, people will try to find balance between online image and research projection and offline detox and offline unwind.
Regarding his new role, Roy also shared the international plans of the proudly Philippine-made live streaming platform.
“The international strategy will be built on the authenticity of the platform. kumu stands for optimism, hope, positivity, and community; these are values which translate across the planet,” said Roy.
He added, “My endeavor would be to ensure that these fundamental principles get translated in every market we go to, and these guiding principles become the bedrock on which the platform is built.”
Watch our exclusive interviews with the brands themselves on the latest episode of MARKETECH APAC Reports, now live on our YouTube channel.
This is in collaboration with Malaysia-based media company The Full Frontal.
Jakarta, Indonesia – The Indonesian market takes the lead in producing K-pop related videos on the short video platform TikTok, according to the latest data from the platform itself in collaboration with Kpop Radar, a K-Pop fandom data service operated by music start-up Space Oddity.
Indonesia takes up 16.4% of all K-pop related TikTok videos made outside of South Korea. This was closely followed by the Philippines (13.5%) and the United States (8.7%).
Overall, around 92.8% of these K-pop related TikTok videos were made outside South Korea.
Both the huge popularity of the short video platform TikTok and the rise of ‘Hallyu’ or Korean wave has resulted into over 97 million TikTok videos related to K-pop, thrice the previous 33.5 million K-pop-related TikTok videos made in 2019.
Jay Bae, head of global business development at TikTok Korea, said that TikTok has certainly made its mark in the music industry, joining the ranks of LPs, radios, and television
“We are grateful to be a part of this ongoing movement to support the genre and its community,” said Bae.
Bae adds, “TikTok has changed how people consume and experience K-pop, with fans, from Korea, Singapore and across the globe, now having the space and tools to re-create and re-imagine their favourite content. As K-pop is so well-loved by the global TikTok community, we will continue to drive initiatives to support both the artists and the fans.”
Sydney, Australia – In a bid to reach a newer audience and focus on engaging online with customers, airline Virgin Australia has officially debuted on the short-video platform TikTok, making it the first Australian airline to debut on the platform.
The first few uploads on the TikTok channel range from a ‘talking aircraft’, a stewardess sporting the well-known Virgin Australia red lip, to behind the scenes of work among Virgin Australia employees, the airline has rolled out a line-up of fun and hilarious content to date, sharing the brand with existing customers as well as a whole new generation of travellers and TikTokers.
According to Libby Minogue, chief marketing officer at Virgin Airlines, future uploads will feature Virgin Australia team members and focus on behind-the-scenes footage, trending content and of course, their planes.
“TikTok really is the perfect platform to showcase our famous ‘Virgin Flair’ and our wonderful team members and we’re so excited to be the first Australian airline to launch on the platform,” Minogue stated.
Virgin Australia’s take-off into TikTok comes as the airline is about to celebrate its 12-month anniversary after being relaunched last year, with the airline focusing on its heartland customer and undertaking a long list of improvements and innovative new customer touchpoints.
“Our followers will get to see a different side to our business. From the lifestyle of cabin crew and pilots, to behind-the-scenes glimpses into our operation, TikTok has opened a new way for us to communicate with existing and new customers, as we fly into a new era of travel,” Minogue said.
She added, “We’re also encouraging our own Virgin Australia team members to join TikTok and create content that we know will resonate with users, like why cabin crew must wear a watch at all times, sneak peeks and secret flight hacks,” Minogue added.
The airline has already notched up almost two-million organic views since its first TikTok post.
Manila, Philippines – Consumer intelligence company Talkwalker is now providing TikTok data in its Consumer Intelligence Acceleration Platform™.
Through the new offering, Talkwalker will be analyzing short videos from any TikTok account which will allow businesses to discover critical insights on how consumers are interacting with their brand on the social media platform.
The intel provider refers to data that over half, or 63% of TikTok’s users are under 30, and believes that the insights through their new service will enable brands to connect with an audience that is growing in “both size and significance.”
Talkwalker’s CEO Tod Nielsen said that TikTok has taken the world by storm.
“Now, we’re able to bring our clients’ data from this trendsetting platform, providing them with a clear understanding of what makes the TikTok generation tick. By combining this with other data from all the major social media platforms, we’re giving brands the most comprehensive and actionable consumer intelligence available,” said Nielsen.
Brands will be able to use the platform to measure the impact of their campaigns, monitor competitor activities, identify and analyze the impact of brand influencers, and find the videos that are driving brand conversations.
Brands will also be able to use Talkwalker’s proprietary image recognition technology to identify logos, objects, and scenes within posts, enabling them to understand how consumers are interacting with their brand in real-time.
The latest boost to its offerings follows the company’s recent announcement of acquiring consumer and cultural insight platform discover.ai.
Marketing companies are recognizing the short-video platform’s power as a platform in attracting a wide consumer base. Just recently, advertising agency dentsu in APAC has also unveiled a special partnership with TikTok to deliver media and creative capabilities that will help brands elevate their engagement on the short-video platform.
Singapore – Creative and communications network dentsu in Asia-Pacific and leading short-video platform TikTok has newly forged a regional partnership, aimed at driving media and commerce excellence for clients. The partnership, which has already been kickstarted in SEA, will enable dentsu clients to leverage TikTok’s strengths as a platform to deliver best-in-class capabilities across commerce, creativity, and creator marketing to drive brand outcomes at scale.
A key aspect of the partnership is the ‘Test with TikTok’ program which brings together leading performance specialists from dentsu and product innovators from TikTok to test several performance and commerce hypotheses on the platform.
With a fixed set of exclusive clients on the pipeline, dentsu clients will enjoy access to new features and best practice optimization opportunities on TikTok to uncover new learnings. The agency said that efforts around this initiative are already underway where select dentsu clients are currently participating in an exclusive hypothesis test around the effectiveness of different audience strategies on the platform.
Delilah Chan, head of channel revenue partnerships for SEA at TikTok, shared that through the collaboration, dentsu’s clients will be getting custom product testing opportunities, giving them actionable insights that present advantage when developing growth strategies on the TikTok platform.
“We are delighted to partner with dentsu as by complementing the strengths of our two organizations – TikTok’s product and platform capabilities with dentsu’s world-class performance and commerce capabilities, we can truly put the needs of the clients at the heart of our partnership,” said Chan.
Sunil Naryani, dentsu APAC’s president for product, commercials & partnerships, further shared that more than 10 client tests are already in the works and the longer-term objective is for these tests and best practices to culminate into client-centric commerce and performance strategies on the TikTok platform.
“Genuine commitment between dentsu and TikTok has allowed us to expand our partnership beyond standard training programs into progressive and tangible areas of product testing for performance and commerce outcomes. We appreciate the strong collaboration from TikTok with dentsu advertisers for exclusive hypothesis testing and generating actionable insights on their platform through the ‘Test with TikTok’ program,” said Naryani.
The APAC division of dentsu has also recently announced a new integrated solution focused on gaming. The new ‘dentsu gaming’ aims to bring together the extensive gaming heritage and expertise of the dentsu Japan network with the global scale and specialist capabilities within dentsu international.
Singapore – October is the World Mental Health Awareness Month, and in line with this, TikTok has launched a ‘Singapore Wellness Hub’ which will serve as an evergreen repository of mental health resources and wellness content contributed by non-profit partners and TikTok creators.
TikTok has been active in spearheading conversations around mental health and emotional well-being, and last September, it has also launched a livestream series on the topic, which is considered as an anchor of the initiatives it had in May which is also celebrated as a mental health month.
The current hub, aligned with the national effort by the Interagency Taskforce on Mental Health and Wellbeing in Singapore, seeks to strengthen the ability of vulnerable users to cope with anxiety and uncertainty, promote help-seeking behavior and drive greater awareness and education amongst our local community.
The new Hub, which will be launched on 15 October, will be providing connection to tips and resources on taking care of one’s self mentally.
Under ‘Wellness Matters’, users can learn and practice grounding techniques, from safe space visualization, breathing exercises to body awareness techniques, by following step-by-step short-form videos created by non-profit partners such as CARE Singapore, INSIGHT Care Corner, Limitless, and TOUCH Community Services.
Under ‘Stories’, users can draw strength from peers who have boldly shared their personal lived experiences and recovery journeys, while ‘Under ‘Support Helplines’, users can reach out directly to various non-profit organizations who are also TikTok wellness content creators – be it crisis and suicide prevention hotline by Samaritans of Singapore, free online counseling or peer support programs.
Teresa Tan, head of public policy at TikTok Southeast Asia and Singapore, said, “TikTok has become a home for wellbeing conversations that have taught us mindfulness, raised awareness on mental health, and created a much-needed sense of community over the past year.”
She adds, “With the Singapore Wellness Hub, we have brought mental health support even closer and more accessible to our users. They now have a one-stop hub where they can seek support firsthand from peers who are on their own mental health recovery journeys or professionals who offer counseling services. We welcome anyone to this safe space to share their stories, fight the stigma, educate the community, and advocate for others right here on TikTok.”
The Hub is the latest in TikTok for Good’s broader efforts to create an online safe space for users to express their vulnerabilities freely, and find communities of support and destigmatize mental health conversations. It can be accessed through in-app on TikTok.
In line with the celebration of World Mental Health Month, TikTok has also launched the Be Kind To Your Mind LIVE series from 4 to 15 October. Kicking off from 4 to 8 October, TikTok creators have gone live to share their experiences with coping methods that work; from journalling, stamp art, music to tea and food.
Meanwhile, for the first time, from the dates of 11 to 15 October, TikTok creators will be bringing their parents, grandparents, siblings, best friends, and students together on LIVE to spark intergenerational conversations on mental health. To join TikTok LIVE, users can tap the ‘Be Kind To Your Mind’ banner on TikTok’s Discover page.
The finale on 15 October, ‘All The Things We Talk About’ will be Kicking off with musical performances by wellness duo Deniece and Jade. The finale panel will unpack how to talk about mental health as a family, address the issue of trust between parent and child and discuss how to overcome the stigma of seeking support from a trusted adult.
It will be hosted by TikTok creator and artiste Xenia Tan, and the panel will feature Desmond Tan, Minister of State for Home Affairs & Sustainability and the Environment, and his daughter, Kyra Tan; Nurul Aini, local actress and her daughter Shaista Eman; and TikTok creator Ng Ming Wei and his father Cedric Ng.
Manila, Philippines – TikTok in the Philippines is moving to support would-be entrepreneurs through the launch of its new campaign, ‘’Negosyo Mo Na Yan’. Negosyo is a Tagalog term for business, and the campaign is aimed at helping Filipinos cope financially in these trying times by empowering them to launch their own businesses.
Through this campaign, TikTok hopes to equip aspiring entrepreneurs with the tools and basic knowledge they need to jumpstart their business ventures. During the pandemic, a lot of beginning and closeted entrepreneurs came out of their shells with online marketplaces seeing an unprecedented surge during the period. With this, content platforms and e-commerce platforms themselves have been launching online initiatives to teach budding business owners to navigate and foray into online selling.
‘Negosyo Mo Na Yan’ will focus solely on food-related businesses, largely because, according to the short video platform, most of the thriving local businesses born during the pandemic are centered around food.
The campaign will kick off with ‘Negosyo Week’ from 27 September to 3 October 2021. During this period, a series of masterclasses will be hosted by different TikTok partners via TikTok Live. Each session will last for 2 hours where viewers will gain insights and information relevant to a food entrepreneur’s journey. Partner speakers include GCash, Puregold, Abenson, Canva, and When In Manila Food as well as Globe.
This will be followed by a #NegosyoRecipe challenge from 4 October to 21 October 2021, where participants can win amazing prizes, including appliances and tools that can help them start their businesses. In order to join, users need to upload their best negosyo recipe videos on TikTok using the hashtag #NegosyoRecipe. TikTok will then select 10 creators from among all the participants who will move on to the next round.
Shortlisted creators will be given the exclusive chance to develop their negosyo ideas, and improve their business models through one-on-one mentoring sessions. The challenge will culminate with a business pitch, where the final 10 creators will present their ideas to a panel of judges composed of respected entrepreneurs and experts from the food industry such as RJ Ledesma of Mercato Group, celebrity chef Marvin Agustin, and Mark del Rosario of Let’s Eat Pare.
After the pitch, the three creators with the most promising business ideas will be awarded as winners. Along with the business-building tools, one grand winner will also be entitled to a six-month mentorship with Marvin Agustin, which includes a spot in his cloud kitchen, The Secret Kitchen.
As the leading short video platform, TikTok has been ramping up its content strategy in order to include conversations relevant to society. Its Singaporean counterpart has recently launched a livestream series dedicated to anchoring the discussion on mental health awareness.
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