For Saif Mujahid, TikTok is more than just a platform; it is a space where creativity meets innovation. As the Head of Content Operations in Pakistan, he lives by the motto: “It starts on TikTok.” With over eight years of experience in marketing and strategic growth, working with renowned brands, he brings a wealth of expertise.
From strategic planning and brand marketing to content operations, he has played a pivotal role in shaping digital narratives.
What’s next for TikTok in Pakistan? Let’s find out.
Synergyzer: Can you start by sharing your journey at TikTok and what your role as Head of Content Operations entails?
Saif Mujahid: As Head of Content Operations for Pakistan and Central Asia, I oversee the development and implementation of content strategies that promote creativity, diversity, and inclusivity on the platform. My role involves collaborating with cross-functional teams to ensure a seamless user experience, drive engagement and continuously enhance TikTok’s content landscape. Before joining TikTok, I held various roles in the marketing industry, which equipped me with a deep understanding of the ever-evolving digital landscape.
Synergyzer: How would you assess TikTok’s performance and growth in the region? Are we seeing significant traction, and what opportunities or challenges do you anticipate in the near future?
Saif Mujahid: TikTok has seen remarkable growth in Pakistan, with a significant rise in user engagement and content creation – the platform has become an integral part of the country’s digital ecosystem, offering a unique space for self-expression, entertainment, and community building. Looking ahead, we see opportunities for further expansion. However, we also recognise the importance of addressing challenges related to content moderation, online safety, and digital literacy, which are our top priorities at TikTok.
Synergyzer: Monetisation is a key concern for TikTok creators. What initiatives is TikTok Pakistan exploring to simplify and expand access to monetisation opportunities for local creators?
Saif Mujahid: We understand the importance of monetisation opportunities for our creators in Pakistan. While direct monetisation is not yet available in the region, brands are increasingly valuing collaborations with content creators to promote their products. TikTok is at the centre of this shift, driven by the creativity our creators bring to the platform. This has opened up numerous opportunities for creators to monetise their content through brand partnerships. We remain committed to building a more sustainable and supportive ecosystem for our creators in Pakistan and look forward to sharing updates on our progress soon.
Synergyzer: How does Pakistan’s TikTok landscape compare to other countries in the region, such as Bangladesh, Sri Lanka, Nepal, or the Middle East? What unique characteristics or trends are emerging in Pakistan, and where do you see the platform heading in the next 6 to 12 months?
Saif Mujahid: Pakistan’s TikTok landscape stands out due to its unique cultural contexts, linguistic diversity, and, most importantly, the democratisation of content, as the platform is used and loved by people from all walks of life. Compared to other countries in the region, Pakistan has a strong presence of creators producing content in Urdu, Punjabi, Sindhi, and other local languages.
In the next 6 to 12 months, we anticipate a surge in short-form video content and a growing interest in educational and informative content.
Synergyzer: When you say, “It starts on TikTok,” what exactly begins here?
Saif Mujahid: When we say, “It starts on TikTok,” we mean the platform serves as a catalyst for creativity, self-expression, and community building. While trends and challenges are an integral part of the TikTok experience, its impact extends far beyond. TikTok has become a launchpad for creators to build their careers, spark meaningful conversations, and even inspire cultural movements. In Pakistan, TikTok is now home to a diverse range of content across multiple categories, including entertainment, food, travel, fashion, sports, DIY, education, music, comedy and more.
Synergyzer: TikTok has been at the forefront of integrating AI-generated content, from images to audio. How do you see this AI-powered creativity evolving on the platform, and what measures is TikTok taking to ensure transparency and authenticity, particularly in labelling AI-generated content?
Saif Mujahid: We’re excited about the creative possibilities AI-generated content (AIGC) brings to TikTok. To ensure transparency and authenticity, we are implementing Content Credentials technology to automatically label AIGC. This initiative is part of our commitment to safe and responsible content creation. We’re also extending Content Credentials to all content, allowing metadata to remain attached even when downloaded. Additionally, we are launching educational campaigns to enhance media literacy and partnering with industry leaders such as MediaWise and WITNESS to adopt content authenticity standards.
Synergyzer: The TikTok Creator Awards are now considered as a significant milestone in recognising and empowering local talent in Pakistan. How do you think these awards have impacted the creator ecosystem?
Saif Mujahid: This was our third time in Pakistan, and it’s our way of showing appreciation and gratitude to our creator community, which has made TikTok Pakistan what it is today. The TikTok Awards 2024 have had a profound impact on the creator ecosystem in Pakistan. By recognising and rewarding talented creators, we have sent a clear message that their hard work and dedication are valued. These awards have also inspired aspiring creators, showing that their passion and creativity can be transformed into successful careers.
Synergyzer: TikTok has held multiple workshops for creators. Do we need more events and workshops to educate creators on best practices, or is it more about inspiring creativity?
Saif Mujahid: We believe both education and inspiration are essential for creators. Our workshops and events aim to equip creators with the knowledge and skills to produce high-quality content while also inspiring them to push the boundaries of their creativity. As part of this effort, we have launched initiatives such as the Community Guidelines awareness campaign, our Safety Ambassadors Programme, and, most recently, the Creators Summit in Pakistan.
Synergyzer: As Head of Content Operations at TikTok Pakistan, how does this role differ from your past experiences, and how do you stay creative while managing a platform built on creativity? With TikTok’s rapid evolution in Pakistan and rising competition in the digital space, do the numbers reflect strong growth?
Saif Mujahid: Unlike my previous roles, this position requires me to navigate the ever-evolving landscape of short-form video content while ensuring our platform remains a hub for creativity and self-expression. To stay creative, we actively engage with our community, stay updated on the latest trends, and foster experimentation and innovation within our team. In terms of growth, TikTok has seen remarkable progress in Pakistan, with a significant rise in user engagement and content creation. While the digital landscape is increasingly competitive, we are confident that TikTok’s commitment to creativity, diversity, and inclusivity will keep us ahead as a dominant force.
Synergyzer: TikTok has faced global criticism for its content moderation policies and concerns about its influence on society, with some even labelling it a ‘devil’s workshop.’ How does TikTok Pakistan balance creativity with responsibility, particularly in tackling hate speech, misinformation, and online harassment?
Saif Mujahid: Our top priority is to create a safe space for positive, creative self-expression on TikTok, where everyone feels welcome, heard, and safe. TikTok has more than 40,000 Trust & Safety professionals working globally to ensure the safety of our communities.
Our Community Guidelines clearly outline the type of content we do not allow on our platform, applying to all users and content. We use a combination of technology and moderation teams to detect, review, and, where necessary, remove content or accounts that violate these guidelines. Our teams have local knowledge and expertise, ensuring they understand Pakistan’s cultural nuances. They play a key role in applying policies, developing safety features, and enforcing content regulations.
Additionally, we provide users with various controls, tools, and privacy settings, including easy reporting mechanisms that allow users, NGOs, and government agencies to flag inappropriate content. We also engage with local experts and organisations to ensure our moderation practices are culturally relevant and effective.
To combat harmful misinformation, we take a multi-pronged approach, including removing content that violates guidelines, redirecting search results to authoritative sources, and limiting the visibility of unverified information. TikTok also partners with IFCN-accredited fact-checkers worldwide. While these partners do not moderate content, their assessments provide valuable insights, helping us take appropriate action to uphold our Community Guidelines.
Synergyzer: What advice or message would you like to share, especially with aspiring creators, entrepreneurs, and individuals aiming to make a positive impact on Pakistani society?
Saif Mujahid: To aspiring creators, I’d say TikTok offers endless opportunities for self-expression and creativity. Don’t be afraid to be authentic, take risks, and push boundaries. To entrepreneurs and individuals looking to make a positive impact, I encourage you to harness the power of TikTok to amplify your message, build a community, and drive meaningful change.
Synergyzer: Are there any exciting upcoming initiatives or features that TikTok Pakistan is planning to launch in the near future?
Saif Mujahid: We have several exciting initiatives and features in the pipeline, including the launch of the STEM feed in Pakistan, an additional feed on TikTok featuring content related to science, technology, engineering, and mathematics. We’re also planning more initiatives focussed on digital literacy, online safety, and community building. Stay tuned!