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Global Business Insights: How TikTok for Business Drives Growth in MENAT Region

Global Business Insights: How TikTok for Business Drives Growth in MENAT Region

By Fahad Osman

Welcome to this Tick Tock Happy Hour, where we delve into the world of Tick Tock and explore how it drives business growth in the Middle East, North Africa, and Turkey (MENAT) region. In this interview, we will be chatting with Shant Ocn, the Head of Global Business Solutions at TikTok MENAT. Shant shares his background and motivations, discusses the importance of fun on the platform, and explains how Tick Tock for Business is revolutionizing advertising.

Background and Motivation

Before joining TikTok, Shant Ocn had an extensive career in big tech, startups, and government work. He brings a wealth of experience to his role as the Head of Global Business Solutions at TikTok MENAT, where he leads a team of over 50 people. Shant's passion for building and problem-solving, combined with his hunger for making an impact, led him to TikTok. He saw the platform as an opportunity to change the way the MENAT region shares, creates, and consumes content.

Tick Tock: More Than Just Fun

While many people view TikTok as a fun, cutesy platform, Shant acknowledges this perception to a certain extent. He believes that Tick Tock's success lies in its ability to provide a fun and authentic space for content creation and engagement. Even brand partners who advertise on the platform appreciate its fun and joyful atmosphere. Tick Tock's approach to advertising is also unique, with a focus on making ads feel native and authentic to the platform. Shant highlights the importance of balancing user experience and brand messaging to create a sustainable business model.

The MENAT region is vast and diverse, covering 20 countries, five languages, and five time zones. Shant explains the complexities of operating in this region, where cultural nuances and work practices differ from country to country. However, the TikTok MENAT team embraces this diversity, with over 15 nationalities represented in their Dubai office. Understanding the intricacies of each market and building relationships with local partners are crucial for TikTok to effectively engage with its audience.

TikTok for Business: Going Beyond Advertising

TikTok for Business, specifically the Global Business Solutions (GBS) team, works closely with brand partners and agencies to design and optimize ad campaigns on the platform. However, GBS does more than just providing advertising space. They also help facilitate partnerships between brands, creators, and content partners. Shant emphasizes the importance of creating a cohesive ecosystem that leverages the power of collaboration between brands and various stakeholders. TikTok aims to be a partner of choice, not only for businesses but also for their enablers such as media agencies, creative partners, and marketing technology companies.

The Impact of TikTok Advertising

TikTok's advertising solutions have garnered significant interest from a wide range of companies, from global consumer brands to local businesses. Shant highlights the positive feedback they've received from brand partners about the impact of their campaigns. By blending seamlessly into the platform's content, TikTok ads generate high engagement and attract the attention of users. However, Shant emphasizes that the success of advertising on TikTok relies on the quality and authenticity of the content produced by brands.

Building a Strong Team and Fostering Diversity

The TikTok MENAT team has experienced rapid growth, with Shant overseeing its expansion. When it comes to recruiting new team members, he looks for individuals who embody the three H's: hunger, hustle, and humility. Hunger refers to the drive and ambition to excel, while hustle signifies a strong work ethic. Humility is essential for fostering a collaborative and supportive work environment. Shant emphasizes the importance of diversity, not only in terms of ethnic backgrounds but also in thought, skills, and experiences. Having a diverse team enables TikTok to better understand its audience and deliver products that meet their needs.

Enriching Lives and Making a Positive Impact

Shant draws inspiration from the TikTok platform itself. He considers TikTok to be an enriching experience, with its creative content, positivity, and ability to connect with users. The motivation to have a positive impact on the world beyond the negativity often seen in the media and online space drives his work at TikTok. As a parent, Shant wants to contribute to a platform that brings joy and authenticity to people's lives.

Keywords: TikTok MENAT region, Tick Tock for Business, advertising solutions, brand partnerships, ad campaigns, diversity, impact, team building, creativity, inspiration, MENAT region complexity

FAQ

Q: What is TikTok for Business and how does it drive growth in the MENAT region? A: TikTok for Business is TikTok's platform designed for businesses and brands to advertise and engage with users. Through its Global Business Solutions team, TikTok MENAT works closely with brand partners and agencies to create effective ad campaigns that blend seamlessly into the platform's content. This approach, combined with the platform's fun and authentic atmosphere, drives growth and engagement in the MENAT region.

Q: How does TikTok adapt to the complexities of the MENAT region? A: The MENAT region is diverse, with various languages, cultural nuances, and work practices. TikTok MENAT embraces this diversity by building a team of professionals from different nationalities and backgrounds. They work closely with local partners to ensure campaigns and content resonate with each market. This adaptability enables TikTok to effectively engage with its audience across the region.

Q: What sets TikTok's advertising solutions apart from traditional ad platforms? A: TikTok's advertising solutions focus on making ads feel native and authentic to the platform. The goal is to create engaging content that users enjoy, rather than interrupting their experience with intrusive ads. By blending seamlessly into the content, TikTok ads generate high engagement and deliver positive results for brand partners.

Q: How does TikTok prioritize diversity in its team and partnerships? A: TikTok MENAT prioritizes diversity in its team to ensure a better understanding of its diverse audience. The team consists of professionals from various backgrounds, fostering a collaborative and inclusive work environment. TikTok also values partnerships with media agencies, creative partners, and marketing technology companies to build a comprehensive ecosystem that reflects diversity in thought, skills, and experiences.

Q: What motivates Shant Ocn and the TikTok MENAT team? A: Shant Ocn is motivated by the desire to have a positive impact beyond the negativity often found online. As a parent, he sees TikTok as an opportunity to contribute to a platform that brings joy and authenticity to people's lives. The TikTok MENAT team shares this motivation and strives to make a difference through their work and the partnerships they cultivate.