AGENCY BIO

TikTok is the leading destination for short-form mobile video. Our mission is to inspire creativity and bring joy.

What is the primary media on your platform?
Short video.

User demographic
TikTok is an app for users aged 13 and older. When it comes to the demographics of our users, we have a diverse range of users across a wide range of ages. Most of our fans are young at heart, creative and extremely tech-savvy, irrespective of their nationality or age. TikTok is particularly popular among Gen Z and millennials.

What do people best know you for?
Challenges, a TikTok feature that inspires users to respond creatively and share content, were a big hit in the MENA region in 2019, generating a whopping 4.7 billion views across the region. Driving a feeling of community on the platform, TikTok Challenges are entertaining but can also drive awareness around positive social initiatives, helping users find common ground while expressing their differences. We provide an experience that is genuine, joyful and positive through bite-sized content. We give our users a platform to unleash and share their creativity.

Biggest misconception about the platform?
We’ve heard people say that TikTok is mainly a lip-syncing platform for Gen Z and millenials only. However, we are actually very proud to see the diversity of content from our creative community in the region. We work closely with our TikTok community and encourage them to express their creativity across a variety of verticals from music to food, education, travel and comedy.

Top regional influencers on the platform
Sarah Miladd (@sarahhmiladd); Abbas (@abas.iiii); Jumana Khan (@jumana_khan); Marwan Salman (@meeeero1); Sadd Abudllah  (@dxbxd)

What can you do best for brands?
There is a rising opportunity for brands to truly harness the power of video-first platforms such as TikTok to continue interacting with an active and diverse base of users.

What social media story does the region best know the platform for?
The TikTok New Year’s Eve countdown. During the cross-over into 2020, at Dubai’s jubilant epicentre of Burj Khalifa, TikTok’s highlights of the year were screened on the world’s tallest building through a dynamic LED show in partnership with Emaar. At the same time on the platform, TikTok users were sharing creative and inspiring videos recapping the last year as part of the #My2019 challenge, and expressing their wishes for the new year as part of the #2020MakeAWish campaign.

What are the KPIs brands look for on your platform?
KPIs include awareness, reach and engagement, as well as bottom-of-the-funnel measurements such as app install, leads, registrations, and online sales. Brands see TikTok as an exciting way to reach and engage with a broader audience as the platform fosters an environment for creative, fun and positive experiences. The brands we see having the most success on our platform are those that embrace the creativity and authenticity of the TikTok community. TikTok gives rise to interactive trends and creative memes that encourage everyone to participate. By letting users create their own content for a campaign, brands can give users a sense of being part of the brand, turning them into authentic and powerful brand ambassadors.

What new features for marketers have you launched in the last year?
In 2019 we made the TikTok advertising platform available to brands in Saudi Arabia, the UAE, Kuwait and Oman. Now brands can launch hashtag challenges or in-feed videos.

Do you have anything special planned for Ramadan?
At TikTok, we encourage all our users to create content relevant to their local cultures and trends, and Ramadan is a huge part of the MENA region that we are looking forward to celebrating with our users.