"Startups can see TikTok as the world's largest focus group"

As part of Calcalist's Tech Independence event in collaboration with Bank Leumi and Playtika, moderator Doron Medalie spoke with Anna Pelkin, TikTok Israel's Country Manager.

“TikTok” is the biggest buzzword in the world. Not everyone has TikTok, but everyone is talking about TikTok. Tell us what your activities in Israel include?

"TikTok is a content and entertainment platform for short videos. It’s the first platform to deliver content via a content graph rather than a social graph. On TikTok, I know I’ll see content that enriches me, not necessarily content that the friends I follow are watching. It doesn’t matter who I know, but what content I like to consume.

"The era of content creators began on TikTok. One of the most significant revolutions TikTok brought is the ‘democratization of content’. Anyone, even with few followers, can upload content and receive high exposure, if the content is good and interests the audience. TikTok creates content for everyone and by everyone."

Doron Medalie and Anna Falkin.

What’s the connection between TikTok and the startup world?

"We started our commercial activity in Israel five years ago and its essence is first and foremost, to help the Israeli ecosystem, to help the startup community and Israeli businesses. To build the framework that enables them to grow and expand their business activity on the platform. Whether they’re Israeli brands, global brands, B2B, or fintech.

"The world is changing rapidly, and those who understand their audience survive and grow. TikTok is not just a content creation platform, it’s a kind of living and global focus group. Over a billion people watch, create, and talk every day. The variety of content is endless, and there’s an ability to focus on specific topics. The companies that succeed are the ones that don’t just try to attract audiences, but first and foremost listen to their audiences’ stories, learn from the discourse, and identify gaps and opportunities.

"Startups can use TikTok not just as a marketing channel but as a tool for examining business feasibility and a tool for understanding the market and adapting the product."

In this period, how is TikTok helping companies grow?

"That’s really the core of what we do. Over the past three years, we’ve had a program specifically designed for early-stage startups - ‘TikTok for Startups,’ in which we provide them with a complete package that includes business and marketing consulting, creative solutions, creative production, and an infrastructure for success. We strongly believe in the Israeli market and the talent here, and we want to accompany them and help them grow."

Since 2018, TikTok has been the biggest startup in the world. What can young startups learn from your success?

"The answer is a very precise response to a need. TikTok didn’t invent digital communities and people's need to consume focused content and short videos, but it gave the best technological solution and wrapped it in a precise user experience where the user doesn’t look for the content, the content finds them, and here is the innovation. There’s a wide range of content - from entertainment and technology to sports and cyber, and startups can see TikTok as the world’s largest focus group."

What do you wish for Israeli startups starting today?

"I want to thank everyone for the audacity and courage to start companies and move our economy forward, especially in such a complex time. May we continue to be irrationally optimistic."