TikTok Strategy to Develop Ecosystem and Business in Indonesia

Entering the end of 2019, content distributor platform from China TikTok describes a number of achievements in Indonesia. This platform, which is reluctant to be referred to as social media, until the end of 2019 claimed to have been widely used by content creators from gen-z, millennials, to government. TikTok is available in more than 150 countries in 75 languages.

To the media, Head of Content & User Operations TikTok Indonesia, Angga Anugrah Putra, revealed that the platform has begun to be looked at by the Ministry to the tourism office in Indonesia to promote activities and interact with the general public.

"Currently we see content creators not only from gen-z and millennials, but the media to the government have started using TikTok a lot. We look forward to more related parties who will use TikTok."

Although at the beginning of its launch in Indonesia, TikTok presented more entertainment and game content, but now it has begun to be used by content creators to share knowledge or knowledge such as learning foreign languages, special classes to tips and procedures shared by experts who are members of the channel. TikTok for Good.

According to Angga, this trend is increasing, making TikTok a "Go-To" platform for online learning. With a short duration of 15-60 seconds, it is able to attract users' attention to view educational, fashion, travel and lifestyle content.

"There have been many content creators who have opened classes through the TikTok platform. Starting from the right way to exercise to learning Japanese. We hope that in the future there will be more content creators that focus on educating users," said Angga.

Commercial strategy

As a platform that applies technology artificial intelligence (AI), TikTok has several filters to curate selected songs whose status is legal and can be used by users freely. Throughout 2019, TikTok recorded several popular user effects, including TikTok Moji and Anti Lemes which are the most popular effects in Indonesia.

Asked how many content creators and TikTok users are currently in Indonesia, Angga was reluctant to give further details. However, it is certain that the number continues to grow throughout Indonesia.

"Our focus is on developing the ecosystem and presenting diverse content. We also want to expand partnerships with related parties to be able to use TikTok as a promotional platform to content creators for marketing purposes," said Angga.

TMultiple services E-commerce so that large corporations are also seen to have carried out marketing activities and placed advertisements on the TikTok platform which will be immediately visible on the website feed user.

The business model implemented by TikTok does not monetize content creators. Ads are also not placed long at the beginning of the video content, because it will spoil the user experience.

He explained further, if a brand is interested in doing marketing activities, it can invite selected content creators recommended by TikTok or advertisers to create interesting content.

This concept is certainly different from YouTube which relies on numbers view so that content creators can make money from the content they create. While on TikTok, the number of followers of content creators will not affect the number of content videos they create.

"One way that this process can be created is with an algorithm that we implement. So that users will not be disturbed by advertisements, and all" view does not affect the profile of the content creator," said Angga.

Asked whether in 2020 TikTok will be more aggressive in launching monetization, Angga was reluctant to say further. However, with the placement of a local team in Indonesia and claiming to continue to grow in number, the plan must have become part of the company.

"We are optimistic about the growth of the short video trend in the market, and more and more Indonesians who can not only express themselves, but are also inspired by the community of TikTok creators around the world," said Angga.

Plans to launch the app streaming "Resso" music

A while ago TikTok reported release the app soon streaming music. According to a report from the Financial Times, the app will be released in December. Indonesia, India and Brazil are the first three countries to try it out.

Asked whether the application is ready to be launched in Indonesia in the near future, Angga is reluctant to answer further. The application called Resso will not only function as a music streaming application. ByteDance will add a video element consisting of short video clips, possibly sourced from TikTok. Users can sync to the song to the clip while listening to the song.