The west is not bright, the East is bright! Tiktok is booming in Southeast Asia

 The west is not bright, the East is bright! Tiktok is booming in Southeast Asia

Sandy Saputra, a 19-year-old from Jakarta, Indonesia, is hot on tiktok. In less than a year, he has gone from a quiet little man in a quiet town to a star on the Internet, with more than 10.5 million fans. With global brands such as Coca Cola and Suntory paying for their names to appear in sapteras short videos, his income has become the most important source of support for his family.

At the same time, tiktok began to expand rapidly across Southeast Asia. In this region of 630 million people, tiktok has been downloaded hundreds of millions of times, half of which are under 30 years old.

Byte hop is rapidly launching a non political product, promising Southeast Asian countries that its content will be strictly regulated by local laws.

Southeast Asia is now the key to tiktok and byte hopping in the future. Byte hopping is already using tiktok as part of a suite of live video streaming, instant messaging and music connectivity applications, confronting us giants Facebook and Google, both of which have invested billions of dollars in Southeast Asia to expand.

Byte beat declined to comment, and it is unclear whether or how future sales of U.S. and other local businesses will affect Southeast Asia. But at his base in Sukabumi, West Java province, where Saputra lives, he is well aware of the potential risks.

Photo: Sadie saptra, 19, of Jakarta, Indonesia, is one of the most popular stars on tiktok

I will certainly think about it, saptra said in an interview. If tiktok is banned in Indonesia, it will be very disappointing. Im just an ordinary person, making videos like everyone else, and we dont know how things will go. Saptra says he now adds hundreds of thousands of tiktok fans a week.

Promoting sister application

At the same time, based on interviews with current and former employees, tiktok is trying to test the maker market throughout Southeast Asia, support online celebrities such as saptera, and negotiate data agreements with telecom companies, so as to reduce the burden of traffic charges for consumers to watch videos.

Tiktok is also trying to attract small and medium-sized enterprises as advertisers. In Southeast Asia, almost nine out of 10 companies are classified as small businesses. Tiktoks initiatives include holding seminars to teach SMEs how to advertise, allocating millions of dollars in advertising credits, and launching a self-help platform for companies to produce advertising.

Chew weeng, tiktoks head of business marketing in Southeast Asia, said the company was piloting its first live commercial initiative in China. At the same time, byte hop is vigorously promoting sister applications such as lark, a Singapore based business messaging service, and resso, a music streaming service.

According to the data of sensor tower, an app analysis company, tiktok has more than 360 million downloads in Southeast Asia, nearly half of which are in Indonesia, with a year-on-year increase of 151% in 2020.

Last year, tiktok had 43.5 million monthly active users in Indonesia, Vietnam, Thailand and Malaysia, most of them women, who are the largest online consumer group in the region, according to an internal file in 2019.

The app has grown at an alarming rate in recent months as the region has imposed a blockade in response to the new outbreak, forcing people to stay at home, the source said. In Indonesia, Saputra says he adds 100000 fans every three days.

Local content auditing

With the rapid growth comes more censorship, but byte skipping has a lot of experience in dealing with this problem. As with other business transactions, byte skipping declined to comment on how it handled censorship.

Indonesia briefly banned tiktok in 2018, but within 24 hours, the company sent senior executives to negotiate with Indonesia, promising to raise the user age limit and hire a local content audit team. Subsequently, tiktok quickly replicated this strategy by hiring local content auditors in its Southeast Asian market to ensure compliance with local laws.

Unlike large US technology companies, byte beat has offices in many Southeast Asian countries. The company decided to adopt a preemptive strategy, promising to make its applications non political to avoid political and legal problems.

Back in West Java, saptras goal is to stay on tiktok. For me, its not just a job to support my family, its a lucrative hobby, he said (small)

Source: Wang Fengzhi, editor in charge of Netease science and Technology Report_ NT2541