By Shant Oknayan, General Manager of Global Business Solutions across the Middle East, North Africa and Turkey (MENAT)

There’s no denying it, we live in a melting pot of cultural diversity. The region has a large and young population, with a high level of digital connectivity. In recent years, a number of initiatives have emerged to promote business and social entrepreneurship and as a result, the MENA region has one of the most vibrant startup ecosystems in the world. The likes of the Careem acquisition by Uber and most recently Instashop being acquired by Delivery Hero are true testament to this. 

Small-medium enterprises (SMEs) play a vital role in communities across the region; from driving innovation and creating employment, to benefiting consumers with the home-grown services that cater to our very needs.

As 2020 continues to test us all, there’s no shying away from the universal impact that the COVID-19 pandemic has had on startups and SMEs. Many have been in survival mode, forced to make considerable cuts or changes to their operations to remain in business. Despite this, a regional wave of entrepreneurialism remains resilient and continues to experience growth. Latest figures from the UAE’s Ministry of Economy show that the SMEs sector represents more than 94% of the total number of companies operating in the country and provide jobs for more than 86% of the private sector’s workforce.

As we look into a world post-COVID-19 and adapt to the ‘new norm’, businesses must take it upon themselves to be smarter, more targeted and, most importantly, more creative with their marketing if they wish to expedite their journey to rebuilding.

Today, we live in a world that is online. The pandemic has accelerated the adoption of digital transformation for businesses in order to better cater and reach their audiences. But that has come at a price: consumers are now inundated with content and are feeling overwhelmed as they are bombarded with increasing volumes of information on a daily basis. So it is now more important than ever for startups to cut through the ‘infodemic’ and ensure that their audience are engaged and updated with the most relevant information for them. 

At TikTok, our mission has always been to inspire creativity and spark joy. Recently, more than ever before, we’ve seen an eruption of diverse, feel-good content that is best enjoyed with the ‘sound on’ fuelled through isolation. People have used this downtime at home to demonstrate their personalities, spread joy through their artistic talents, and raise awareness for humanitarian and charitable causes that they are truly passionate about.

Since the pandemic began, what has become apparent is the extraordinary way in which people discover and consume digital content. No longer are people nodding for signs of approval, today they are signaling with their thumbs, their cameras and their voices that they want positive emotions. To laugh, to be inspired, to be amazed. 

What does this all mean for startups who need to tap into TikTok’s rapidly growing community of highly engaged and creatively inspiring individuals?

Recognising the colossal potential, we’ve invited the startup and SME community to ‘make TikToks, not ads’ and unlock the infinite creativity on TikTok via our recently launched TikTok for Business platform. 

We’re excited to continue to expand up our collaboration with startups in the region to help them reach new audiences and connect with them in dynamic and authentic ways through a suite of creative tools, targeting features and measurement capabilities. 

With limited resources and advertising options, brand building and marketing at scale can be challenging and costly with often no real measurement of success. Our recently launched self-serve advertising platform should alleviate some of that pressure and give businesses the ability to efficiently engage new audiences through an extensive suite of creative tools, intelligent targeting and world class support. 

From a range of creative tools that enable every business to embrace the creativity and authenticity of the TikTok community to intelligent performance targeting enabling businesses to get discovered by new engaged audiences to flexible budgets allowing them to adjust their spending at any time  – there’s a solution regardless of your business objectives.

And we’re doing more to help businesses get back on their feet and cut through at such a critical time. TikTok’s recently announced Back-to-Business program, which includes $100 million in complimentary ad credits to SMBs and startups worldwide, including the MENA region, presents businesses with an accessible route to expedite their journey or rebuilding.  

While what the rest of 2020 has in store is a little unclear at the moment, I remain confident in the ability of this region’s startup and SME community to endure turbulence. As businesses gain momentum in their journey to recovery, tapping into TikTok’s infinite community of creators is a fresh and exciting path to connect with new audiences, in a way that has never been more accessible.