By: Hany Kamel, Content Operations Director at TikTok MENA

Hany Kamel, Content Operations Director at TikTok MENA

In today’s digital-first world, we see more content now than ever before, driving engagement, connection and outreach globally, covering a vast array of topics that interest people from all walks of life.  As a key player in the content creation space, we pride ourselves on being the last sunny corner of the internet – an entertainment platform that focuses on inspiring users and bringing joy. We firmly believe that in order for our community to feel inspired and creative, they need to feel safe. That’s why we’re committed to providing everyone with a platform that offers a safe experience. 

Bearing this in mind, we see safety as a job that has no finish line at TikTok, and place efforts to enhance this at the crux of our user experience development initiatives. It is our mission to know that creativity and expression are personal, and so is privacy. Therefore at the heart of our safety efforts, we see privacy to be integral to supporting our community’s confidence and trust in us. 

This sense of security on the platform is driven through multiple channels. We empower our users with the necessary tools and guidance to manage their online presence and curate a TikTok experience that’s right for them. We also work extensively with industry experts, non-governmental organizations, and industry associations around the world in our commitment to building a safe platform for our community. This collaborative approach gives rise to sharing of best practices, creation of dedicated programs, and exchange of ideas on safety-related topics.

At the base of all privacy efforts are the  Community Guidelines, forming the ‘north star’ to guide our personalised measures. Amongst this are our customisable privacy controls, including private accounts, comment controls, messaging controls, screen time management, restricted mode, limiting duets, and muting comments on LIVE. As we update our offering, it’s also important that we remind people about the many security and privacy controls at their disposal to give them the right experience, as well as the many safety features available to help keep them safe.

We achieved this through placing a spotlight on digital privacy through our latest #PrivacyMatters campaign. Through educational short films featuring real life scenarios, leading regional creators inspired users to take charge of their digital privacy. We joined hands with some of the biggest names in content creation to make sure that people were aware of the options available to them. Leading the movement were Hadeel Marei, Twinzy’s Abdullah and Noor, Abeer Sinder, Zainab Aleqabi, Faris Al-Khalidi and Nadin Smaili, who took #PrivacyMatters to the screens of a whopping three million users. The campaign curated short films, juxtaposing relatable real life privacy violations to their counterparts online. To drive home the message that users are in complete control over their online experience, scenarios such as fencing unwanted fashion advice or the importance of enjoying private downtime, were linked to how the same experiences can be faced digitally, while showcasing settings to achieve this. Through these real life examples, we were able to reinforce the fact that enjoyment of self expression is linked directly to a sense of safety, which is ever-present on our platform.

#FamilyFirst is yet another example of a safety and privacy awareness campaign, stemming from our belief in the importance of proactive protections to help keep teenagers safe and able to enjoy age-appropriate experiences on the platform. Targeting users aged 13-17, our ‘Family Pairing’ offering gives parents visibility and decision-making capabilities in regard to their childrens’ experience on the platform. Similar to the #PrivacyMatters campaign, we wanted to drive digital literacy towards this offering towards parents in the region, collaborating with  influential powerhouse, Karen Wazen, to communicate these changes via an engaging campaign. #FamilyFirst saw Karen Wazen putting her signature spin on the popular trend of speaking to her future self, where she deliberates how best to support and safeguard her children when they turn 13 and are able to create their own TikTok accounts. The collaboration underscored improvements to our offering, as part of our ongoing endeavours to support and care for the safety of youths on the platform.

Creativity spans multi-generations and has the power to bring users together through personal moments and fun memories. Through our #FamilyFirst and #PrivacyMatters campaigns, we want to continue encouraging these positive moments, in a safe way that benefits all. Reflecting on the latest campaigns in this space, we see immense value in partnering with our leading creators to drive awareness around the crucial subject of privacy and safety online. 

Our teams will continue to equip everyone with knowledge of the rich suite of privacy features we have and are developing, to make their experience right for them. By working with the young users, community organisations, parents and creators, people from across the globe can come to TikTok to be entertained, spark joy in their everyday lives, and share their creativity with others. When it comes to safety, our work is never done, and we won’t stop working to make TikTok the safest it can be.

To learn more about Safety on TikTok, visit the Safety Center.