In a short time, social networks have evolved and changed the paradigms of news and content consumption. TikTok It is one of the platforms that has been able to set a strong trend line with its short videos, a strategy imitated by Instagram, YouTube and others. On the second day of the APEC CEO Summit 24, Shou Zi Chew, CEO of the Chinese company, spoke about how online communities impact the real world, and how the Chinese-origin network adapts to the needs of the new world.
“TikTok is unique in the social media space. Our platform is based on optimism, inspires creativity and brings happiness. “Our goal is to enable free expression and give everyone a voice and the opportunity to be heard, offering a window to build and connect with many other people.”he commented in his dissertation.
One of the projects that the CEO mentioned in his conference was TikTok for Good. “’TikTok for Good’ is a platform that allows us to help in ways that are part of the solution to the problems we face. We have about 200 thousand videos that tell real stories of people related to these topics they are working on”.
What does the initiative consist of?
The technology leader mentioned as an example a user who presented his research and findings in Antarctica or that topics related to climate change and sustainable living generate more than 6.6 billion views on the platform.
Once, Denny Handlin, global business marketing director at TikTok Australia and New Zealand, said of the project: “Born to help brands and creative companies work for good on TikTok. About 83% of our community wants to see meaningful change and cares about social causes. Another 72% believe that brands share that burden and should help advance these causes”.
TikTok for Good has gone beyond simply generating relevant social content, it also has an impact on business. “Creativity, purpose and real business results are coming together,” Handlin mentioned at the time.
Therefore, the initiative offers brands and creative agencies the opportunity to develop charitable campaigns designed to raise awareness of socially important issues. From the representation of people with disabilities to raising awareness about the gender pay gap.
‘Campaign Asia’ mentions how ‘TikTok for Good’ campaigns can help break the culture of silence, particularly in traditional markets.
Agencies and organizations can reach specific audiences thanks to the personal nature of the TikTok feed and the variety of creative possibilities the platform offers. This is particularly relevant when messages are uncomfortable to address for reasons rooted in local culture.
An example is the Philippine case of the NGO Foundation for Media Alternatives (FMA), which worked together with the agency Dentsu to create the “Face of Courage” campaign, which presents representations of Filipino women driven by IA and aimed to “protect, represent and provide an outlet” for survivors of abuse, linking them to support lines and other resources that could benefit them.
Or the bet of Leo Burnett UAE, who created “Make up for the Pay Gap” for ItsHerWay.com, the main network of women entrepreneurs in the United Arab Emirates. The ‘TikTok for Good’ campaign highlighted the gender pay gap, which stands at 54%.