Short video social platform TikTok is targeting to boost local sales from business advertising following a partnership with Aleph Holdings and Wowzi.
Under its Tiktok for Business initiative launched in Nairobi, the global social media giant targets to seamlessly transition its sales and operations to Aleph’s local operations in order to enhance local expertise.
Wowzi on the other hand will undertake creator management by supporting creators on the platform with equipment to enable crating tailor-made content by various.
“Tiktok for Business is helping business to connect with their audiences on the platform and Tiktok for business enables this connection,” said Carl Jordan, TikTok Head of Sales, Global Business Solutions.
Kenya which has more than 10 million users on the platform is among leading countries where the platform is mostly used signaling a potential advertising growth area for the firm.
According to Statista, TikTok in the fourth quarter of last year to 2023, the firm generated Ksh 144.9 billion ($1.12b) in revenue from users worldwide.
“We will be aiming to capture as many businesses as possible in the market. So there will be a combination of local businesses and also big regional and global brands operating in the market,” added Jordan.
While TikTok has since rolled out its creator fund for its users in the US and other territories, Jordan did not timelines when similar monetization framework will be released locally.
“That is something that we are exploring in other markets to develop and find best ways that it can work. But it’s something that we definitely want to do. So in the meantime what we try to do is focus on the things that we are doing at the moment,” he said.
TikTok users in the US with above 10,000 authentic followers and 100,000 total views in the last one month are eligible for payment for their content. The patform pays between $0.02-0.04 per 1000 views.
“With Aleph partnering with TikTok in the domestic market, not only is there a cost saving thanks to paying with local currency, but it also provides businesses direct access to insights from TikTok themselves,” Stephen Newton, Regional Managing Director – Sub Saharan Africa – Aleph Holding,” said Stephen Newton, Aleph Holding Regional Managing Director for Sub Saharan Africa.
The firm says the partnership will not only empower Kenyan advertisers with unmatched access to cutting-edge digital ad formats and tailored local support, but also open new doors for the immensely talented local creators to thrive and expand their presence on the platform.
“There is so much incredible creative talent emerging from Kenya, and TikTok provides a unique platform for these creators to express themselves, connect with the local community, and reach audiences around the globe. Our partnership will open even more doors and provide valuable opportunities for creators to thrive on the platform,” said Mike Otieno Co-founder and President Wowzi.
