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TikTok SEA Growth Summit

Playbook

Back

TikTok SEA Growth Summit

Playbook

Back

TikTok SEA Growth Summit

Playbook

Key Takeaways &
The Road Ahead

Presented by

EMIL GAFFAR

TikTok, Publisher Partnership Lead, Southeast Asia

Let's reflect on the key insights shared at the

TikTok SEA Growth Summit

and chart a clear path forward together. It’s not just about what we’ve done. it’s about where we’re headed and how we continue to grow together on TikTok.

We can break it down to 3 focus areas

We can break it down to 3 focus areas

Consistent Wins

Publishing regularly helps to grow reach and engagement over time.

Collaborate to Elevate

Partnering with creators and others can amplify your message and drive greater impact across TikTok.

Leverage Your IP

Your IP is your storytelling superpower. Use it to spark connections and build brand value.

The potential for publishers to grow on TikTok is huge.

Let’s keep...

Experimenting

Collaborating

Building content that inspires

Connects across Southeast Asia

Our region is going to have a SEA Games and it's one of our biggest cultural tentpole moments for 2025, and we're incredibly excited to bring it to life on TikTok.

Our region is going to have a SEA Games and it's one of our biggest cultural tentpole moments for 2025, and we're incredibly excited to bring it to life on TikTok.

Our region is going to have a SEA Games and it's one of our biggest cultural tentpole moments for 2025, and we're incredibly excited to bring it to life on TikTok.

We’ll be kicking off our SEA Games coverage by celebrating the incredible spirit, passion, and pride of Southeast Asia. From the athletes who represent their countries, to the fans who bring energy and creativity to TikTok. This is more than just a sports event. It’s a moment of unity, identity, and culture.

We’ll be kicking off our SEA Games coverage by celebrating the incredible spirit, passion, and pride of Southeast Asia. From the athletes who represent their countries, to the fans who bring energy and creativity to TikTok. This is more than just a sports event. It’s a moment of unity, identity, and culture.

We’ll be kicking off our SEA Games coverage by celebrating the incredible spirit, passion, and pride of Southeast Asia. From the athletes who represent their countries, to the fans who bring energy and creativity to TikTok. This is more than just a sports event. It’s a moment of unity, identity, and culture.

SEA Games 2023 Program Summary

SEA Games 2023 Program Summary

SEA Games 2023 Program Summary

Hashtag hit

Hashtag hit

31B

31B

Video views

70+

70+

LIVE Sessions were broadcast & programmed

LIVE Sessions were broadcast & programmed

15K

15K

Sports contents published

Sports contents published

“

Stories That Travel,

Unlocking IP on TikTok

"

At TikTok, we believe in the power of storytelling. We know that Southeast Asia is full of untapped stories.

At TikTok, we believe in the power of storytelling. We know that Southeast Asia is full of untapped stories.

At TikTok, we believe in the power of storytelling. We know that Southeast Asia is full of untapped stories.

This segment is our invitation to studios, OTT platforms, creators, and storytellers: If you’ve got a story to tell, TikTok is your stage.

This segment is our invitation to studios, OTT platforms, creators, and storytellers: If you’ve got a story to tell, TikTok is your stage.

This segment is our invitation to studios, OTT platforms, creators, and storytellers: If you’ve got a story to tell, TikTok is your stage.

Let’s start with the foundation of our entertainment strategy, the Entertainment Hub.

The goal is simple: to take Film & Series IP from just a trailer drop to full-fledged fandom on TikTok.

In 2024, we partnered with more than 700+ IP films/series and delivered more than 72 billion views monthly. The Entertainment Hub shows real impact on driving conversations, discoverability, and rewatch value.

72 Bio+

Monthly Videos Views

generated from SEA Publishers

700+ IPs

in 2024

Next, TikTok is becoming a launchpad for scripted series

Next, TikTok is becoming a launchpad for scripted series

Whether you’re telling a drama, a comedy, or a docu-style series, we’ll help with the tools, audience reach, and creative guidance.

Whether you’re telling a drama, a comedy, or a docu-style series, we’ll help with the tools, audience reach, and creative guidance.

We’ve seen everything from teasers and trailers to full mobile-first series thrive here.

We’re seeing more and more programs from you and how we can expand partnership collaboration

50 Creators prticipants

30 Media covering this event

227 videos published

146 M+ views generated

In Indonesia,

we turned Mission Impossible into a creator-driven campaign with the ‘Next Agent’ activation, bringing fans into the story with 50 creators participating in this program

First premiere screening before the official launch

70+ contents generated

In Thailand,

the White Lotus inspired aesthetic and mood-based storytelling that aligned perfectly with TikTok’s native content style - showcase our partnership with Global IP with

Continuing to partner with Miss Cosmo VN 2025 which generated 1,920 contents during the programs

In Vietnam,

Miss Cosmo became more than a pageant, creators reinterpreted the event through local lenses, unlocking over 1,900 videos

These examples show how we localize global IPs and co-create content that resonates organically with TikTok audiences, fueling both reach and relevance.

These examples show how we localize global IPs and co-create content that resonates organically with TikTok audiences, fueling both reach and relevance.

These examples show how we localize global IPs and co-create content that resonates organically with TikTok audiences, fueling both reach and relevance.

We hope this has given you valuable insights to strengthen your content partnership with us and we’re excited to explore new opportunities with you, together on TikTok.

We hope this has given you valuable insights to strengthen your content partnership with us and we’re excited to explore new opportunities with you, together on TikTok.

We hope this has given you valuable insights to strengthen your content partnership with us and we’re excited to explore new opportunities with you, together on TikTok.