“On TikTok, everyone has a seat at the table”: How Turkish TV Series Thrive on the Platform – Exclusive Interview with Kinda Ibrahim, TikTok’s Operations Manager for the Middle East, Türkiye, Africa, Pakistan, and South Asia

We concluded an interview with Kinda Ibrahim, TikTok’s Operations Manager for the Middle East, Türkiye, Africa, Pakistan, and South Asia, where she explained TikTok’s unique ecosystem and what sets the platform apart. She emphasized TikTok’s unique ability to foster fan communities and drive content discovery. Kinda Ibrahim also highlighted the global success of Turkish TV series on TikTok and how the platform has helped expand their international reach while offering production companies new ways to engage with audiences.

What are the main features of TikTok that differentiate it from other social media platforms? How has it impacted the entertainment industry?

Kinda Ibrahim: We define ourselves by how consumers use us, not simply by how they see us. We sit in a unique space between traditional social media and traditional entertainment because we are a video entertainment platform that drives new voices and perspectives.

Social media has followers; TikTok has fans. Over 1B people worldwide now come to TikTok every month that’s a staggering 1 in 8 people.

TikTok users both consume content, spending a movie’s worth of time on the platform every day. TikTok’s audience is loyal because of the high quality of its edutainment content, with 78% of users learning something new through the platform.

Users also find value as the unique algorithm drives new brand discovery, introducing users to their next obsession. TikTok is an inclusive platform, in the same way as algorithm fuels brand discovery. It also fosters connections and community through shared passions, with 60% of users feeling a sense of community when on TikTok.

On TikTok, everyone has a seat at the table. Everyone is invited to join conversations or even start new ones, creating a fun, diverse, and entertaining platform for all. Because on TikTok, users aren’t just consuming content; they’re creating. Our platform inspires endless creativity, encouraging self-expression and deeper connection, which ultimately drives far-reaching affinity.

What role does TikTok play in the development of content-based fan culture? How do fans interact on TikTok?

Kinda Ibrahim: TikTok is a place where everyone can find their niche and feel a sense of belonging. It is easily said that TikTok is for everyone. It brings vibrant, engaging content into every facet of culture. On TikTok, each content will be served to a relevant audience no matter the size, meaning anyone can go viral, including brands and publishers.

TikTok’s unique ecosystem is an endless cycle of personalized discovery, shared community, creative expression, and cultural movements. Curated discovery for billions allows for fans to connect over shared passions, forming communities around just about everything. TikTok’s creative tools allow fandom to manifest as creative expression. This limitless creativity generates widespread affinity and restarts the cycle, continuously attracting new fans and cementing bonds with existing ones. The never-ending cycle of growing fandom creates cultural movements that directly drive business impact. Every layer of TikTok’s infinite loop is an authentic touchpoint for entertainment partners to convert TikTok users into engaged superfans.

One of the biggest local production companies, Ay Yapım, worked with a TikTok effect house creator to launch a special for their Turkish drama No Mercy, searched for in-app interactions, and found lifestyle content creator Duygu Sacu. Ay Yapım actually saw Duygu randomly on TikTok searches while she was posting episode reviews about No Mercy and made a collaboration with her to launch the special effect that they created.

Kinda Ibrahim: “On TikTok, entertainment culture contributes to ~10% of daily viewership in Türkiye, ranking among the top 20 countries globally. TR-produced movies and TV works are exported and consumed globally. Countries that consume the most TR-produced videos are Iraq at 17%, followed by Azerbaijan at 11.6%, Saudi Arabia at 9.8%, Germany at 8.5%, the US at 5.9%, and Egypt at 5.2%.”

How has the international success of Turkish TV series been reflected on TikTok? How does TikTok contribute to the spread of these series?

Kinda Ibrahim: In 2023, it was reported that Türkiye emerged as the third-largest TV series exporter in the world after the US and UK. Global demand increased 184% from 2020 to 2023, mirrored by online searches for Turkish series.

Kinda Ibrahim: The production quality of Turkish shows is very high. They feature stunning landscapes, detailed costumes, beautiful actors, and authentic dialogue with universal themes of love, business, family, and more.

Kinda Ibrahim: In Türkiye, programs are aired once a week and can last up to three hours, but when sold abroad, they are chopped up and run more often, sometimes daily. Channels can stretch out the series over hundreds of episodes.

On TikTok, entertainment culture contributes to ~10% of daily viewership in Türkiye, ranking among the top 20 countries globally. TR-produced movies and TV works are exported and consumed globally. Countries that consume the most TR-produced videos are Iraq at 17%, followed by Azerbaijan at 11.6%, Saudi Arabia at 9.8%, Germany at 8.5%, the US at 5.9%, and Egypt at 5.2%.

How do producers and TV channels use TikTok to reach broader audiences? Specifically, what opportunities does TikTok offer for production and distribution companies?

Kinda Ibrahim: Local Turkish dramas gain huge success on TV, but at the same time, production companies want to expand their audiences. TikTok has worked closely with local operation teams and helps production companies to operate in other markets, related to the relevance of the series. Users took their love for the series to a new level, by recreating scenes, theorizing about storylines, sharing behind the scene facts and so much more. TikTok keeps viewers engaged with their favorite streaming content and movie experiences.

Kinda Ibrahim: According to recent research in Türkiye, 54% state that they use TikTok to get inspired.

56% of users in Türkiye feel TikTok is more entertaining than other digital platforms. According to recent research conducted globally, 68% state that TikTok motivates them to keep their streaming subscriptions active.

We also found out that after discovering a new movie, TikTok users the following actions:

• 73% Watched the trailer

• 47% discussed the movie with others

• 42% Looked up showtimes

• 36% Purchased a ticket

This exclusive interview with Kinda Ibrahim was featured in Episode Magazine’s MIPCOM 2024 issue.