Mind the Tech NY 2024"For the consumer TikTok is entertainment, for businesses it's a growth engine"
Mind the Tech NY 2024
"For the consumer TikTok is entertainment, for businesses it's a growth engine"
Anna Pelkin, Country Manager of TikTok Israel, explained that "small and medium-sized businesses are very successful on TikTok. Their authentic and simple voice, as well as the presentation of the 'behind the scenes' of the business, attract a large audience"
"For the consumer, TikTok is an entertainment and inspiration platform for discovering new content, but for businesses, TikTok is a growth engine, and it helps them present themselves, their products and their values on the platform and reach new audiences - as well as generate engagement with their existing consumer audience," Anna Pelkin, Country Manager of TikTok Israel, told Calcalist.
According to Pelkin, customers expect brands to provide them with value - entertaining, educational, inspirational. Instead of interrupting and creating a distraction, brands can and are expected to integrate into the conversations their audiences are already having.
According to her, TikTok allows brands to have a dialogue or relationship with their consumer in such a way that provides them value. "We support small and medium-sized businesses in Israel, from delivery packaging videos, through product preparation to 'story time' about the business - small and medium-sized businesses are very successful on TikTok. Their authentic and simple voice, as well as the presentation of the 'behind the scenes' of the business, attract a big audience. One of the most prominent activities on the business side is the Boot Camp for Startups of TikTok for Business, where once a quarter 10-20 selected companies receive a 'training series' on a weekly basis, in which TikTok experts teach them about the use and operation of the app. They help them produce content that will make their voice heard and correspond with their values, and provide tools to leverage new marketing capabilities on the platform."
As in past years, the Mind the Tech NY conference is accompanied by a team of startups. This year the selection of representatives was done with the support of a team from TikTok for Startups IL - a program designed to help promising companies create tailored content and market their brands effectively. According to Pelkin, "the selection process identifies businesses that the team recognizes, with the help of our knowledge and tools, as well as thanks to a close partnership with leading venture capital funds, as those with a potential to achieve business success on the platform in the long term. The program may also be suitable for startups that do not have a presence on TikTok. Most of these companies are surprised to find out that there is already a lot of discussion on TikTok about the fields in which they operate and sometimes even about them directly, and that working the right way to optimally reach those communities and turning them into customers is possible and simpler than they thought."
