Vice President - Monetization, TikTok India

1. These are uncertain times, and everyone is looking to make sense of it. As per a recent study by Nielson, smartphone usage has jumped over 6%. Social networking specifically is said to have moved 25%. Are you seeing a similar trend on TikTok?

At an extraordinary time like this, as practicing social distancing and staying at home becomes the most prudent thing to do, people are more likely to spend longer hours on the internet. At TikTok, our focus has been on elevating credible sources of information and encouraging our users to stay at home. We are really inspired by the strong show of compassion and solidarity across the TikTok community.

Additionally, there have been several brands across verticals who are leveraging TikTok to drive their campaigns around safe and healthy practices. We are looking forward to collaborating with brands and enabling them to leverage TikTok's deep reach in the country while engaging with a diverse audience to do their part and focus on adopting healthy practices.

2. How are different verticals using TikTok efficiently to meet their goals? Can you share a few examples?

We have been working very closely with brands to further build on and align their advertising strategies with our proposition. In the last few months, we have successfully partnered with various brands in the eCommerce, internet, FMCG, BFSI and education space and are attracting brands from different verticals such as retail, automobile, fashion and more.

Here are some examples of the recent successful campaigns we have executed on TikTok:

Fanta that carries a playful personality as a brand, along with TikTok wanted to make a head start in building a rapport with the consumers, ahead of the summer season. To kick start it, the brand launched its maiden campaign on the platform with a hashtag campaign called #FantasticHoli

Fintech startup, Money View with the focus to highlight the convenience and benefits of using Money View Loans app collaborated with TikTok for an in-feed ad solution offering. This campaign contributed to the customer growth and healthier lead generation ecosystem for Money View.

OLX launched a hashtag challenge on TikTok called #OLXDekhaHai campaign in order to reach out to a wider audience to create awareness about OLX and its new logo. The users were invited to participate in this activity to create their version of OLX video using the brand music.

3. What do you think is the role of brands towards larger society in times of a global pandemic?

During a time like this, safety and well-being of people is the top priority. As a brand we have taken several measures within the app specifically designed to elevate credible and accurate information on COVID19 from trusted sources.

4. What are your larger plans for the India market in 2020?

In 2020 we will continue to work towards developing interactive and trend-setting content and collaborate with advertisers to supplement their brand campaigns. We foresee the appetite for authentic short form videos grow, as users will continue to look for creative, snackable content online.