TikTok, the short-video application owned by China’s ByteDance, launched a campaign, #MyTikTokStory, on the platform to encourage more Indians to create 15-second videos on cooking, do-it-yourself, sports, pottery, dancing and singing. The campaign followed a ‘Creators Lab’ event it arranged for more than 500 people in Mumbai on 7 June.
Sachin Sharma, head of ad sales at ByteDance India said: “We are very clear that creators are a huge backbone. We believe that we have to invest in this creative community. They are an essential element to the business. Without them there is no TikTok. We are committed to diversify content. It is not just for brands, but we are hopeful brands will take notice of that.”