TikTok to build local operation


Video-sharing application TikTok is building an Australian office, commencing its search for a number of key executives in the last couple of weeks.

The platform, which is owned by Chinese tech giant ByteDance, is recruiting an Australian head of content and operations, a head of communications and a local lead for advertising.

TikTok has been downloaded more than 1 billion times and has 500 million monthly users. Credit:Alamy

TikTok is also searching for a local member of its ‘monetisation integrity team’, which will help the company build an advertising safety policy system. Nine roles are currently being advertised.

The search by TikTok follows industry speculation last year the brand would look to grow its presence in the Australian market. Last year there were reports representatives from China had been scouting the local market to drive creators to the platform, but those who have worked with TikTok said there was no local operation.

TikTok already works with a number of Australian brands and publishers, including the AFL, Australian Reptile Park, BeautyCrew, Girlfriend and Junkee. Those who have worked closely with TikTok said their content on the platform had exploded in the last six months.

The arrival of TikTok in the Australian market follows the recruitment of local staff across a number of other social and video streaming platforms. Last year Instagram recruited its first marketing boss for Asia Pacific, Noelle Kim, as well as a local communications lead. In June, Netflix launched its first Australian office, appointing a local director of public policy, a head of communications and a head of brand and editorial.

TikTok has not publicly disclosed its Australian users,  but in 2019 the network had more than 500 million users globally.  TikTok was not available for comment by deadline.



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