Thailand, Indonesia and Vietnam move as a single cultural bloc with 70% shared trending content even as they speak different languages. Japan is the self-contained opposite ecosystem that breaks every regional playbook, findings from six months of TikTok data points across seven markets.
True
tiktok
Publicis and TikTok crack the code on why only 27% trends survive beyond two weeks
publicis groupe
tiktok
The $200 billion moral dilemma: Should the ad industry fund healthier social media?
ethical marketing
google
instagram
meta
social media
social media ad spend
tiktok
youtube
A landmark California ruling and Australia’s under‑16 social media ban have forced the ad industry to confront funding addictive platforms. But will the industry lead the shift to healthier digital spaces?
Why brands are testing Lemon8 even as TikTok dominates budgets
bytedance
social media marketing
tiktok
ByteDance’s lifestyle platform is a lower-funnel discovery playground, where saves, search behaviour and nano-creators matter more than follower counts.
TikTok named FIFA's first 'preferred platform' for World Cup
tiktok
New deal will take fans 'behind the curtain and closer to the action than ever before,' Fifa secretary general Mattias Grafström said.
TikTok pushes apps to broaden marketing efforts beyond downloads
apps
bytedance
nikhil rolla
tiktok
As Southeast Asia’s app market matures, more app brands are turning to full-funnel platform campaigns to grow demand.
Singapore considers powers to block content on TikTok and Facebook
content moderation
content safety
facebook
tiktok
A new Online Safety watchdog will crack down on deepfakes, scams and online bullying.
Trump teases US-China TikTok deal
bytedance
donald trump
tiktok
TikTok will avoid going dark nationwide on Wednesday, and buyer plans are set to be finalised on Friday.
Live commerce set to hit $2 trillion by 2030, but brands still playing catch-up
douyin
live commerce
stickler
tiktok
Many brands outside China are still missing the point of live commerce. “They think it’s ‘QVC plus Instagram. It’s an entire ecosystem, not a one-off show."
Could you live for a week in an airport? TikTok comedian Maddy MacRae tests it at Singapore's Changi
changi airport
connecting plots
maddy mcrae
singapore
tiktok
Changi Airport’s reputation as the world’s best layover spot is being put to the test as Maddy MacRae embarks on a week-long, live-streamed exploration of its attractions, in a first-of-its-kind campaign.
TikTok commercial lead: 'We don't want to take the role of an agency'
canneslions2025
tiktok
Sofia Hernandez, global head of business marketing and commercial partnerships, spoke to Campaign about the importance of agencies.
Out-of-phone: What happens when creator content leaves the feed?
loreal
ooh
outdoor
outofphone
social media
social media marketing
tiktok
TikTok’s Dan Page and L’Oréal’s Abhishek Grover share insights from a Southeast Asia-first campaign that tested the power of creator storytelling across screens and cities.
Should brands try to be 'besties' with GenZ?
genz
instagram
tiktok
trendjacking
Pandering to GenZ by ‘meme-jacking’ will not help brands if they do not compensate and credit creators, says Bob Gold & Associates’ Albert Heape
Davos elites bullish on future of business
davos
donald trump
edelman trust barometer
tiktok
world economic forum
There was a sense of guarded optimism in the air at the latest World Economic Forum. But CEOs want their CCOs to step up and deliver on their greater accountability.
The risks and opportunities of Red's international fame
china
little red book
red
rednote
regulations
tiktok
xiaohongshu
Amid a looming TikTok ban, Chinese social-media app Red is enjoying a sharp increase in users. But China’s marketing community view the phenomenon as a double-edged sword.
TikTok ban looms: Meta and YouTube positioned to gain
meta
tiktok
tiktok ban
With over 170 million users and seven million businesses bracing for impact, the looming ban is similar to TikTok’s struggles in APAC—from outright bans in India and Nepal to restrictions in Australia and New Zealand.