Ep 60: The Age of Content: Unveiling TikTok’s Master Plan with VP Shant Oknayan

Couchonomics with Arjun

Get ready for an exhilarating ride into the future of digital media, commerce, and technology as we dive deep into the world of TikTok! If you ever wondered why TikTok isn't just for dance trends and how it's revolutionizing the content game, then you’re in for a treat. Arjun welcomes a very special guest who plays a crucial role in shaping TikTok's global strategy. Fasten your seat belts; this episode of Couchonomics will challenge your preconceptions and offer a visionary glimpse into the future of digital ecosystems.

Meet Shant Oknayan, the Head of Global Business Solutions for Asia-Pacific, Central & South Asia, Middle East & Africa - TikTok. With over two decades of experience in leading digital & business development strategies, Shant is a formidable voice in the tech world. A Double Master’s degree holder from MIT and Imperial College London, he's a strategist, an influencer in advisory ecosystems, and a forward-thinking executive who has held key positions at tech giants like Facebook (now Meta) and Google. Get ready to tap into his incredible wealth of knowledge!

The Age of Content: Shant delves into how TikTok fits into the evolution of digital spaces and the "fourth phase" of technology—The Age of Content. He explains how machine learning and smart algorithms are making content more personalized and relevant than ever.

Other Topics Discussed:

- Community Building: Communities like BookTok, BeautyTok, and FinTok are not only thriving but also helping users discover their passions. Shant discusses how these micro-communities are the future of content consumption and creation.

- Shoppertainment: Shant introduces us to this catchy term that embodies the future of commerce. It's where shopping meets entertainment, and TikTok aims to be at the forefront of this convergence.

- Safety and Relevance: How TikTok is ensuring that its recommendation engine not only serves relevant content but also keeps users safe.

- Edutainment: From bite-sized educational content for school kids to educational feeds dedicated to STEM, TikTok is pushing the boundaries of 'edutainment.'

- Creator vs. Influencer: Shant distinguishes between these two, emphasizing that TikTok is a platform for creators driven by passion rather than influencers chasing popularity.

- The C-Suite Perspective: Shant’s advice to C-suite executives about the need to understand and adopt TikTok as a serious platform for brand engagement and marketing.

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