DUBAI: Short-form video app TikTok held its Creator Summit in Saudi Arabia for the first time recently in its bid to strengthen ties with creators in the Kingdom.
The platform understands “that creators are the driving force behind our platform’s culture” and therefore aims to empower creators, said Kinda Ibrahim, TikTok’s general manager of operations for the Middle East, Turkiye, Africa, Pakistan, and South Asia.
The Creator Summit featured workshops and panels focused on content creation and monetization. It also hosted sessions to help creators understand some of the platform’s features for creators, such as its mobile video editing tool CapCut and web-based tool TikTok Studio.
The initiative built on TikTok’s “commitment to empowering creators and promoting a safer platform,” Ibrahim said.
TikTok faces mounting pressure from authorities around the world over safety concerns. In the US, the app could be banned unless its parent company ByteDance agrees to sell to a non-Chinese company.
A new independent body in Europe, supported by Meta’s Oversight Board Trust and certified by Ireland’s media regulator, was set up earlier this month to act as an out-of-court dispute settlement body under the EU Digital Services Act.
The body will accept complaints from social media users in Europe about Facebook, TikTok and YouTube over content moderation concerns.
When asked about the measures being taken by TikTok to work with regulatory bodies on safety, Ibrahim said the platform had more than 30 policies in place “developed by experts from a variety of disciplines, and we strive to enforce these rules equitably, consistently and fairly.”
The platform regularly updates these policies and its safety features and employs 40,000 “trust and safety professionals,” she added.
TikTok also moderates content in over 70 languages, including various Arabic dialects, and has implemented specialized moderation teams for issues such as misinformation, Ibrahim added.
TikTok’s popularity has made it the birthplace of internet trends, both good and bad. For example, a TikTok by user Julie Lebron talking sarcastically about dressing appropriately for the workplace went viral, racking up nearly 5 million likes.
In the video, Lebron says: “See how I do my makeup for work? Very demure. Very mindful.”
The catchphrase “very demure, very mindful” took the internet by storm, extending to other platforms like Instagram. Soon enough, celebrities and brands started to hop onto the trend.
“It’s impressive to see how something that started as a light-hearted take on etiquette is now inspiring people to be their most graceful selves, even if it’s just for a quick video,” said Ibrahim.
For her, the trend demonstrates TikTok’s role “as a cultural hotspot where creativity and entertainment meet community.”
In the Middle East region, she added, creators are celebrating their culture and traditions, which is striking a chord with local audiences.
There has recently been a surge in content that reflects local heritage, she said.
Ibrahim added: “Gaming, travel, and cultural events are all exploding in popularity, with hashtags like #GamingOnTikTok and #WhereToEatRiyadh gaining an attraction on and off the platform.”
However, she said: “This is just the beginning,” adding that TikTok expects to see more trends “that celebrate cultural identity and build genuine connections.”
She added: “With more brands leaning into long-term partnerships with creators and the creative economy booming, TikTok will keep being the place where new trends are born and where the community drives what’s next.”
With this in mind, TikTok is “invested in nurturing creativity and supporting creators across the MENA (Middle East and North Africa) region, particularly in Saudi Arabia,” through initiatives focused on talent development and boosting the Saudi digital economy, she said.
In addition to the recent Creator Summit, TikTok ran the Creator Hub program in the region, including Saudi Arabia, with the aim of discovering and supporting new creators.
It has also partnered with INJAZ, the non-profit organization for education and training in workforce readiness, financial literacy and entrepreneurship across the Arab world, to raise awareness of employability and entrepreneurial skills among Saudi youth.
Other partnerships with the Emirates Airline Festival of Literature and the Saudi Pro League will see TikTok create new digital experiences, including a dedicated hub where fans can access exclusive content.
“Looking ahead, we’re excited about the potential for even more diverse and engaging content, partnerships and initiatives in the region,” Ibrahim said.
She added that there is a growing appetite for content that is not only entertaining, but also educational and empowering, adding: “The future of TikTok in the region is about more than just trends; it’s about creating a sustainable creative economy where local talent can shine on a global stage.”
The study aims to “bridge the gap between traditional measurement metrics and actual human behavior, offering vital insights into how attention shapes advertising effectiveness,” he told Arab News.
