Building a channel that drives understanding and action

TikTok for Business needed to strengthen its connection with small and medium businesses across Southeast Asia. The challenge was not only maintaining a consistent presence across Indonesia, Thailand, and the Philippines, but also helping business owners understand how to use TikTok’s tools to grow, from content creation to Promote and Ads Manager.

The approach focused on managing the ecosystem as a continuous and localized narrative. Over two years in Indonesia and one year across Thailand and the Philippines, content, livestreams, and educational formats were developed to guide SMBs step by step, translating platform features into practical use cases. Each market was adapted to its audience, ensuring relevance while maintaining a unified direction across the region.

The result was a scaled and sustained channel presence, reaching 2.5 million followers in Indonesia, 600,000 in the Philippines, and 300,000 in Thailand. Beyond audience growth, the content supported real adoption, helping business owners move from understanding to implementation and positioning TikTok as a practical tool for growth.