Ian Goh is the CEO of Tiki, a short content creator platform. An entrepreneur with passion for building & launching tech ventures across Asia, he previously launched the OYO’s business in Malaysia both on the demand (revenue/sales) as well as supply-side and extending it to other Southeast Asia (SEA) markets. He was also a part of the initial team of oBike, a Scooter & Power bank sharing startup. Ian grew up in a city in Borneo, Malaysia, and did his higher education in Singapore and Australia. He is currently based in Singapore. In an email interaction, Goh talks about Tikki, the creator community on the platform and more.
How short video platforms are helping in local community building?
Short video platforms have been instrumental in helping to build local communities of creators by providing tools and resources that allow creators to interact seamlessly online and offline. Tiki aims to stand out for its ability to not only provide content, but also build a strong and connected community of creators. We organize meetups after every interval that allow creators to learn from one another, share best practices, and build a sense of belonging. These meetups have helped Tiki grow from 2 meetups per month to over 700 by July 2022. Tiki also has a City Ambassador program which provides financial and promotional support to leaders who organize events.
What are the different features that Tiki offers to its creators and users that are unique to its platform?
We took a path less traveled by big tech companies. Our vision is to serve the Indian creator economy and grow with it. Our content is 100% local and original. All users on Tiki can choose to be part of the many creator communities existing on the app. These communities are led by established content creators who also get together and interact offline. These communities are the glue that makes users stick to Tiki. Structurally through the creator progression system where better videos get higher views algorithmically.
How large is the creator economy in India? And what are the opportunities in this space?
RedSeer shared a forecast that Short Video apps would double their monthly active user base to 600 million by 2025 and 850-900 million users by 2030. More will have an aspiration to become content creators, especially tier 2 and 3 cities which were not online before.
Every youth you speak to has that ambition of making it big one day — to be a star. Unfortunately, there are no platforms that give the space for real authentic talents to shine through. India has over 700 million people under the age of 25, and it’s a country that absolutely worships Bollywood. There is a big opportunity in this space for everyone to grow and be a star.
How safe is the platform for the creators? How do you quality control the content?
In Tiki, we want to create a community of real talents. What we mean by it is that every creator on Tiki should be a real verified creator and post original content on the platform. When we have this principle in place, it would create a safe space for creators because their originality is appreciated and most of the unwanted content will not be shown to the public because it did not pass our quality standards.
How is Tiki different from the rival short video platforms? According to you, what are the major user trends and insights in the short-form content space?
Tiki has always been a Creator First platform. Tiki empowers its creators based on 3 broad pillars – Fame as a Service, STAR Monetization and Creator-oriented Community. Each pillar plays a unique role and makes us stands out from the rest.
Data protection has been a focus area by the concerned authorities. As an SFV platform, how do you manage data internally? What are your views on that?
As a responsible brand, we have been in compliance with the law of the land ever since our inception. We have done so by partnering with the best local players to guide us to operate efficiently in the market. We also believe in being transparent with our users about how we collect, use, and share their data. We provide detailed information in our privacy policy about the types of data we collect, the purposes for which we use it, and how users can control their data preferences.
Our servers and user data are based in India. We are collaborating with local agencies through whom we are working with Tata Communications, Reliance Jio Infocomm and Bharti Airtel for data storage. We have implemented strict internal policies and procedures for data management, including regular audits and reviews to ensure that we are meeting the highest standards for data security and privacy.
How short video platforms are helping in local community building?
Short video platforms have been instrumental in helping to build local communities of creators by providing tools and resources that allow creators to interact seamlessly online and offline. Tiki aims to stand out for its ability to not only provide content, but also build a strong and connected community of creators. We organize meetups after every interval that allow creators to learn from one another, share best practices, and build a sense of belonging. These meetups have helped Tiki grow from 2 meetups per month to over 700 by July 2022. Tiki also has a City Ambassador program which provides financial and promotional support to leaders who organize events.
What are the different features that Tiki offers to its creators and users that are unique to its platform?
We took a path less traveled by big tech companies. Our vision is to serve the Indian creator economy and grow with it. Our content is 100% local and original. All users on Tiki can choose to be part of the many creator communities existing on the app. These communities are led by established content creators who also get together and interact offline. These communities are the glue that makes users stick to Tiki. Structurally through the creator progression system where better videos get higher views algorithmically.
How large is the creator economy in India? And what are the opportunities in this space?
RedSeer shared a forecast that Short Video apps would double their monthly active user base to 600 million by 2025 and 850-900 million users by 2030. More will have an aspiration to become content creators, especially tier 2 and 3 cities which were not online before.
Every youth you speak to has that ambition of making it big one day — to be a star. Unfortunately, there are no platforms that give the space for real authentic talents to shine through. India has over 700 million people under the age of 25, and it’s a country that absolutely worships Bollywood. There is a big opportunity in this space for everyone to grow and be a star.
How safe is the platform for the creators? How do you quality control the content?
In Tiki, we want to create a community of real talents. What we mean by it is that every creator on Tiki should be a real verified creator and post original content on the platform. When we have this principle in place, it would create a safe space for creators because their originality is appreciated and most of the unwanted content will not be shown to the public because it did not pass our quality standards.
How is Tiki different from the rival short video platforms? According to you, what are the major user trends and insights in the short-form content space?
Tiki has always been a Creator First platform. Tiki empowers its creators based on 3 broad pillars – Fame as a Service, STAR Monetization and Creator-oriented Community. Each pillar plays a unique role and makes us stands out from the rest.
Data protection has been a focus area by the concerned authorities. As an SFV platform, how do you manage data internally? What are your views on that?
As a responsible brand, we have been in compliance with the law of the land ever since our inception. We have done so by partnering with the best local players to guide us to operate efficiently in the market. We also believe in being transparent with our users about how we collect, use, and share their data. We provide detailed information in our privacy policy about the types of data we collect, the purposes for which we use it, and how users can control their data preferences.
Our servers and user data are based in India. We are collaborating with local agencies through whom we are working with Tata Communications, Reliance Jio Infocomm and Bharti Airtel for data storage. We have implemented strict internal policies and procedures for data management, including regular audits and reviews to ensure that we are meeting the highest standards for data security and privacy.
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