With nearly 20 million Malaysians on TikTok, it's a platform marketers can't ignore. But in a world of fleeting trends and short attention spans, how do you turn viral moments into real ROI without wasting your budget?

Yubin Ng, Co-Founder of the TikTok-focused media company MantaYaY, joins us to break down what truly works. He argues that most businesses apply the wrong mindset to TikTok, using strategies from Meta and Google that are doomed to fail on a platform where content, not ad spend, is king.

We discuss:

• Why "watch time" is the only metric that truly matters to the TikTok algorithm.

• The case for spending more on content creation and less on ad boosting.

• Why working with many micro-influencers (KOCs) often beats one big celebrity.

• Common (and costly) mistakes businesses make on the platform.

• The untapped potential of TikTok Live for driving traffic and engagement.

  For marketers and brand owners looking to crack the TikTok code, this episode is a deep dive in platform-specific strategy, creative best practices, and smart budget allocation.

Produced by: Carol Wong

Presented by: Roshan Kanesan

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Categories:  culture,  technology,  markets

Tags:  tiktok marketing,  social media marketing,  content strategy,  influencer marketing,  digital marketing,