Chinese video-sharing platform TikTok has appointed Dubai-linked digital advertising agency Aleph Holdings to handle its sales and user support operations in Kenya, as part of efforts by the tech giant to enhance proximity to its local audience.
In the deal, Aleph Holdings will provide Kenyan businesses with hands-on support and direct access to TikTok, a move the duo said would simplify their advertising processes as well as optimise their experience.
Announced on Wednesday, the pact also brought on board technology marketplace Wowzi, which is set to take on the role of creator management partner for purposes of empowering the local vibrant community on TikTok.
“Our partnerships with Aleph and Wowzi reflect our deep commitment to strengthening the local creative ecosystem and driving economic growth,” remarked Carl Jordan, Tiktok’s head of sales and global business solutions in Sub-Saharan Africa.
“These collaborations not only empower Kenyan advertisers with unmatched access to cutting-edge digital ad formats and tailored local support, but also open new doors for the immensely talented local creators to thrive and expand their presence on the platform.”
Aleph Holdings regional managing director for Sub-Saharan Africa, Stephen Newton, noted that the partnership will be instrumental in providing local businesses with a platform to directly gather insights from TikTok, in addition to reducing their advertising budgets.
“With Aleph partnering with TikTok in the domestic market, not only is there a cost saving thanks to paying with local currency, but it also provides businesses direct access to insights from TikTok themselves,” said Mr Newton.
The move by TikTok to increase its visibility in the country comes against the backdrop of a strong-willed push by local authorities to get the social media giants to set up physical offices on Kenyan soil in a bid to curb “growing abuse” by users.
Just over a week ago, Interior Principal Secretary Raymond Omollo briefed representatives of telecommunications companies and social media firms of a proposed policy change seeking to rid online media of ‘bad’ content.
In Kenya, TikTok is the third most popular social network after Facebook and YouTube, with an estimated 10.6 million Kenyans aged 18 and above having an account on the platform.
In April last year, Kenya’s ICT ministry issued guidelines requiring TikTok to publish compliance reports every three months as part of efforts to control its influence amid widespread outcry over the promotion of explicit sexual content and violence.
The platform responded last August by unveiling its inaugural eight-member Safety Advisory Council for the sub-Saharan Africa region, which it said was aimed at strengthening its safety protocols as well as improving its country-based policies.