TikTok Vietnam | APEA - Asia Pacific Enterprise Awards Asia Pacific Enterprise Awards

INSPIRATIONAL BRAND CATEGORY

TikTok Vietnam

Information about the Company & Brand
TikTok is the leading destination for short-form mobile videos. TikTok’s mission is to inspire creativity and bring joy, and its vision is to build empathy and understanding through the shared language of videos. The company is driven to provide a platform for creative self-expression while remaining safe, diverse, and authentic.

TikTok has global offices in Los Angeles, Silicon Valley, New York, London, Paris, Berlin, Dubai, Singapore, Jakarta, Seoul, and Tokyo. In Vietnam, the TikTok brand is built around the values of authenticity, diversity, creativity and positivity. It presents the authentic and diversified creativity of the Vietnamese. It is a space to celebrate everyone’s authentic and unique self; a platform to inspire creativity and unlock talents.

Brand Elements
In Vietnam, TikTok is positioned as a trusted entertainment brand with a large following from across the community. The fitness for entertainment and trendsetting are its key points of engagement and relevance across global priority markets.

TikTok's target audience is of all ages from different demographics. People gravitate to TikTok for iconic memes and cute animal videos, sharing DIY (Do-It-Yourself) tips and art creations, uniting over sports fan moments and learning how to “Two-Step”, vlogging daily life highlights, and even quick educational lessons fit for the whole family. TikTok is a place where people can enjoy creative, fun, entertaining content, and joyful moments. It is also a place where an eclectic range of short videos offer a truly joyful and uniquely genuine experience.

Inspiring Identity
TikTok is an immersive entertainment platform that enables everyone to connect with diverse communities and express their creativity using a wide array of in-app tools. TikTok's community is diverse, authentic, and multi-generational. Being relatable, inclusive, and breaking stereotypes is valued by the company. TikTok cares about the community and is driven to maintain a supportive environment that allows TikTok to remain a unique home for entertainment, self-expression, and joy.

TikTok offers creators the best user experience possible by continuing to develop new technology and tools that empower them to create content that is true to them and support their goals to build a native presence and then reach a new audience. Trends on TikTok have quickly become the start of broad culture, with emerging talents on the same playing field as celebrities and public figures. Cultural moments travel far and wide as videos are discovered, shared with new audiences, and continually evolving.

To ensure the continuous growth of TikTok, it is vital to maintain the 4 key factors of supporting creators, converting non-users, creating a safe environment for users, and setting up strong partnerships with creditable vertical industry stakeholders.

Achievements & Impact
In 2019, #HelloVietnam was organised in cooperation with the Vietnam National Administration of Tourism and has been a huge hit. The campaign helps promote Vietnam's image via short-form mobile content. It attracted more than 15,300 videos and 150 million views.

In 2020, TikTok collaborated with the Ministry of Health to educate the community about hygiene during the COVID-19 pandemic with #vudieuruatay which gained over 208 million views, #thankyouhero with 1.3 billion views and its brand relaunch, #itstartsontiktok, with 7.5 billion views. It was also TikTok Vietnam’s first-time organising the TikTok Awards 2020 as an appreciation campaign for TikTok creators which uplifted TikTok’s presence in the market.

In 2021, TikTok rolled out #ONhaVanVui to spread positivity to its users and support people in mentally overcoming the pandemic, generating 38,8 billion views and raising VND 1 billion in direct donations to the Vietnam Red Cross Society Fund. The TikTok FashUp 2021 was also organised in the same year.

Furthermore, the company activated many co-brand partnerships with creditable partners across industries such as Lazada, Shoppee, Grab, Elsa Speak, etc. All these campaigns affirmed TikTok's commitment to benefit users and build a platform where people can have fun, be creative, find joy, and feel safe.

Future Direction
In the Vietnamese market, TikTok’s main strategy is to diversify the content on its platform. It seeks to provide users with countless interesting and engaging topics on TikTok to become the most trusted entertainment platform.

Besides, TikTok focuses on "localising" the TikTok platform, honouring local creativity. By transmitting Vietnamese cultural content, creating Vietnamese-style trends, TikTok will become a unique platform created by Vietnamese users themselves.

Moreover, the company will expand its strong brand partnership with top creditable partners in Vietnam across industries and categories. In terms of user growth, Vietnam is currently one of the most important Southeast Asian (SEA) markets, contributing to 300 million downloads in SEA and making TikTok among the top 10 app downloads and rank first amongst video apps specifically.

At the same time, TikTok plans to continue updating the effects, tools, background music, etc on its platform. With innovative content and tools, TikTok will always maintain its appeal with mass audiences in Vietnam.

INSPIRATIONAL BRAND CATEGORY

TikTok Vietnam

Information about the Company & Brand
TikTok is the leading destination for short-form mobile videos. TikTok’s mission is to inspire creativity and bring joy, and its vision is to build empathy and understanding through the shared language of videos. The company is driven to provide a platform for creative self-expression while remaining safe, diverse, and authentic.

TikTok has global offices in Los Angeles, Silicon Valley, New York, London, Paris, Berlin, Dubai, Singapore, Jakarta, Seoul, and Tokyo. In Vietnam, the TikTok brand is built around the values of authenticity, diversity, creativity and positivity. It presents the authentic and diversified creativity of the Vietnamese. It is a space to celebrate everyone’s authentic and unique self; a platform to inspire creativity and unlock talents.

Brand Elements
In Vietnam, TikTok is positioned as a trusted entertainment brand with a large following from across the community. The fitness for entertainment and trendsetting are its key points of engagement and relevance across global priority markets.

TikTok's target audience is of all ages from different demographics. People gravitate to TikTok for iconic memes and cute animal videos, sharing DIY (Do-It-Yourself) tips and art creations, uniting over sports fan moments and learning how to “Two-Step”, vlogging daily life highlights, and even quick educational lessons fit for the whole family. TikTok is a place where people can enjoy creative, fun, entertaining content, and joyful moments. It is also a place where an eclectic range of short videos offer a truly joyful and uniquely genuine experience.

Inspiring Identity
TikTok is an immersive entertainment platform that enables everyone to connect with diverse communities and express their creativity using a wide array of in-app tools. TikTok's community is diverse, authentic, and multi-generational. Being relatable, inclusive, and breaking stereotypes is valued by the company. TikTok cares about the community and is driven to maintain a supportive environment that allows TikTok to remain a unique home for entertainment, self-expression, and joy.

TikTok offers creators the best user experience possible by continuing to develop new technology and tools that empower them to create content that is true to them and support their goals to build a native presence and then reach a new audience. Trends on TikTok have quickly become the start of broad culture, with emerging talents on the same playing field as celebrities and public figures. Cultural moments travel far and wide as videos are discovered, shared with new audiences, and continually evolving.

To ensure the continuous growth of TikTok, it is vital to maintain the 4 key factors of supporting creators, converting non-users, creating a safe environment for users, and setting up strong partnerships with creditable vertical industry stakeholders.

Achievements & Impact
In 2019, #HelloVietnam was organised in cooperation with the Vietnam National Administration of Tourism and has been a huge hit. The campaign helps promote Vietnam's image via short-form mobile content. It attracted more than 15,300 videos and 150 million views.

In 2020, TikTok collaborated with the Ministry of Health to educate the community about hygiene during the COVID-19 pandemic with #vudieuruatay which gained over 208 million views, #thankyouhero with 1.3 billion views and its brand relaunch, #itstartsontiktok, with 7.5 billion views. It was also TikTok Vietnam’s first-time organising the TikTok Awards 2020 as an appreciation campaign for TikTok creators which uplifted TikTok’s presence in the market.

In 2021, TikTok rolled out #ONhaVanVui to spread positivity to its users and support people in mentally overcoming the pandemic, generating 38,8 billion views and raising VND 1 billion in direct donations to the Vietnam Red Cross Society Fund. The TikTok FashUp 2021 was also organised in the same year.

Furthermore, the company activated many co-brand partnerships with creditable partners across industries such as Lazada, Shoppee, Grab, Elsa Speak, etc. All these campaigns affirmed TikTok's commitment to benefit users and build a platform where people can have fun, be creative, find joy, and feel safe.

Future Direction
In the Vietnamese market, TikTok’s main strategy is to diversify the content on its platform. It seeks to provide users with countless interesting and engaging topics on TikTok to become the most trusted entertainment platform.

Besides, TikTok focuses on "localising" the TikTok platform, honouring local creativity. By transmitting Vietnamese cultural content, creating Vietnamese-style trends, TikTok will become a unique platform created by Vietnamese users themselves.

Moreover, the company will expand its strong brand partnership with top creditable partners in Vietnam across industries and categories. In terms of user growth, Vietnam is currently one of the most important Southeast Asian (SEA) markets, contributing to 300 million downloads in SEA and making TikTok among the top 10 app downloads and rank first amongst video apps specifically.

At the same time, TikTok plans to continue updating the effects, tools, background music, etc on its platform. With innovative content and tools, TikTok will always maintain its appeal with mass audiences in Vietnam.