TikTok launches new ad tools to help small businesses in MENA region

The social media application logo TikTok is displayed on the screen of an iPhone. (AFP / Olivier Douliery)
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Updated 11 July 2020

TikTok launches new ad tools to help small businesses in MENA region

Video app TikTok has launched new advertising options it says will help small and mid-size businesses (SMB) in the Middle East grow their brand by tapping into the creativity of the TikTok community.

At a time when small businesses in particular have been severely affected by the COVID-19, TikTok is also introducing a $100 million “Back-to-Business” advertising credit program to help companies rebuild.

TIKTok bosses said the developments mark a significant milestone in the evolution of TikTok For Business, including the introduction of self-serve tools designed to support advertisers throughout the campaign-creation process.

“TikTok’s immersive, short-form videos give businesses a platform to participate and engage with a community known for its creativity, ingenuity, and joy,” said Blake Chandlee, TikTok’s vice president of global business solutions.

“As our marketing solutions scale and evolve, we’re continuously building for the future and aiming to meet the growing needs of our partners. We’re excited to continue supporting our community by providing the tools and resources for SMB owners to navigate these challenging times.”

Shant Oknayan, TikTok parent company ByteDance’s general manager of global business solutions in the Middle East, North Africa and Turkey said: “The MENA region is a big focus for TikTok’s efforts in the (SMB) space. SMBs play a vital role in communities across the region and we are working very hard to ensure that those businesses can leverage the power of the platform to further build brands in a new, authentic and engaging way.

“Brands will also have the flexibility to expand their reach beyond the current media ecosystem and tap into those consumers and opinion leaders that cannot be reached on other platforms.”

The new TikTok advertising tools include: a suite of creative tools and resources such as TikTok AdStudio, which help brands present the most authentic version of their brand; TikTok Ads Manager, which accommodates flexible budgets by allowing businesses to adjust their spending at any time; intelligent targeting of new audiences; and business accounts with additional tools for performance analysis and engagement.


Lebanese news agency boycotts politicians’ press conferences, including Hezbollah’s Nasrallah

Updated 07 August 2020

Lebanese news agency boycotts politicians’ press conferences, including Hezbollah’s Nasrallah

  • The Lebanese news agency LBCI has said it will no longer provide coverage of any politician’s press conference, including Hezbollah’s Secretary-General Hassan Nasrallah
  • “Let your accomplishments speak for you and don’t distract people with storytelling,” an LBCI presenter said

LONDON: The Lebanese news agency LBCI has said it will no longer provide coverage of any politician’s press conference, including Hezbollah’s Secretary-General Hassan Nasrallah, following Tuesday’s massive explosions.

“The Lebanese Broadcasting Corporation International decided that what comes after Aug. 4 is not like what came before,” a presenter announced on live television on Friday.

“Because after the earthquake is not the same as before, because your (Lebanese government) neglect and failure is one of the main reasons for what we have come to ... because after Aug. 4, we need actions and not words, achievements and not speeches.

“Let your accomplishments speak for you and don’t distract people with storytelling,” she said.

“Finally, we tell people: While you are waiting for the speeches of your leaders, there are mothers who are waiting for the return of their children from the rubble — the priority is for them, not for you.”

Many Lebanese welcomed LBCI’s announcement, with several taking to social media to praise the move — especially given that Nasrallah spoke at a press conference at 5:30 p.m. local time, his first address since the blasts.

“Not only Nasrallah, but all speeches, by all parties. They are nothing more than propaganda. They own their own propaganda bullhorns, so let them use those to address their sheep, rather than block the airwaves for the rest of us,” Raghda Azad, a policy adviser, told Arab News.

“Not that LBC is a model or anything, but all television outlets should stop unquestioning and uncritical reports of so-called leaders,” she added.

However, some doubt the move will not be followed by other stations.

“I think it would be great if they all do. But I think because many people care what he says, stations feel like they should oblige,” Aya Chamseddine, a Beirut-based researcher, told Arab News.

“Generally, people tend to — even if they loathe him — root themselves in front of TVs to watch and listen. His speeches are theatrics above all,” she said. “His narrative will be predictable. He will say they know more than anyone what it means to lose people. He’ll be insulting.”

A Lebanese media expert, who did not want to be named due to the sensitivity of the issue, disagrees with the move.

“CNN, even when it hates (US President) Trump, carries his speeches. Nasrallah is the biggest political player in the region; when he speaks people would want to listen because of his effect on politics and our daily lives,” he said.

“The issue is analyzing what he says later, and tearing it apart when it is false or stupid, like CNN does after every Trump speech or statement.”

The boycott comes three days after Beirut was rocked by two blasts when 2,700 tons of ammonium nitrate confiscated six years ago and left in a port storage hangar exploded.

The massive explosions left at least 140 people dead, over 5,000 injured and more than 300,000 homeless. Many say that government corruption and negligence are behind the explosion.