Southeast Asia becomes a hotly contested market for apps like TikTok
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The battleground
Southeast Asia is a key battleground for the short vide app TikTok as it faces challenges in bigger markets elsewhere in the world. The Southeast Asia market "offers a clear view of the global strategy ByteDance is implementing to avoid crackdowns in other regions," Reuters reported.
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Challenger to US giants
The region is becoming a hotly contested market for internet giants with both Facebook and Google pouring in billions and ByteDance ramping up efforts to cement TikTok as the go-to option for the region's youth.
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Strategising is the key
TikTok's focus is on small and medium sized businesses to expand its business. It is offering a host of options "complete with how-to-advertise seminars, millions of dollars in advertising credits, and a self-service platform for businesses to make their own ads," the Reuters report added.
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Sister apps
In an aggressive move, "ByteDance is promoting sister apps like Singapore-headquartered business messaging service Lark and music streaming service Resso," the Reuters report underlined.
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Censorship
TikTok's content guidelines follow localised approach for individual Southeast Asian nations. It has tried to steer clear of any controversy. According to the Reuters report, some users in Thailand reported to the agency that their pro-protest videos against monarchy had been taken down.