In partnership with TikTok, Kadence International conducted a survey across nine Southeast Asian (SEA) markets to explore the platform’s impact in the region. The study involved over 3,400 TikTok users and 25 non-profit organisations and utilised a mixed methodology of online surveys and offline interviews. The findings highlight TikTok’s role in connecting people, expanding income, education, and community-building opportunities among its more than 325 million monthly active users in SEA.
Here’s a summary of the full report and key findings.
Unlocking Opportunities for Everyone.
TikTok has provided a platform for small and medium-sized businesses and content creators in SEA to reach a broader audience, resulting in increased incomes and expanded networks. Most creators using TikTok as a source of income earn more than the minimum wage in their respective countries, contributing to economic growth.
Broadening Access to Education and Self-Improvement.
TikTok’s impact on education is significant, as the platform runs regional educational campaigns. Educational content creators, teachers, students, and curious learners have embraced TikTok’s learning communities. Localised hashtags, such as #EduTok in the Philippines, have fostered vibrant learning environments.
Building Communities of Support.
TikTok allows creators to share their authentic experiences, struggles, and triumphs, creating a sense of community. In collaboration with non-profit organisations, TikTok provides essential self-care tools and resources, including access to helplines, to support these communities. The platform actively promotes mental well-being outreach and programs through Digital Wellness Hubs across SEA, fostering a safe and supportive environment for users.
You can access the full report here.
Key Findings:
- Among surveyed educators, 91% were able to promote online learning to youth through TikTok, and 92% were able to share their knowledge internationally.
- Among wellness advocates surveyed, 88% collaborated with non-profit organisations to increase awareness of wellness topics.
- Among TikTok users who browse wellness content, 91% agreed that the platform helped them find a supportive community of like-minded individuals.
TikTok aims to continuously enhance the in-app experience, empower local communities, businesses, and creators, and ensure the safety and well-being of its users. The platform is not merely for entertainment but also a place for creativity and a sense of security. TikTok looks forward to expanding its reach and building safe and entertaining spaces for more people and communities across SEA and worldwide.
It is not often that market research is geared towards creating positive outcomes for a regional community, and even rarer that it is celebrated at such a large event that showcases what happens when impactful research is put into action.
Kadence International is proud to have partnered with TikTok on this study and looks forward to working with more clients seeking partners who can create impactful work on their business objectives through market research.
Download the full report here: https://seaimpactforum.com/assets/pdf/SEIR_Full_Report.pdf
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