Instant regret after rejecting TikTok in 2018, Pinn Yang says

Nicholas Lim Pinn Yang, recently named TikTok Shop Creator of the Year, revealed that he initially turned down an opportunity to publish content on TikTok.

Now, with TikTok as a cornerstone of his business success, the Good Foodie Media chief executive officer reflects on it as a missed opportunity, admitting he didn’t fully recognise the platform’s potential at the time.

In 2018, Pinn Yang's team was offered a chance to expand their presence on TikTok, but he was hesitant.

“I was already managing our main foodie channel and didn’t want to take on more. I thought managing multiple channels without sufficient manpower would be a stretch. Looking back, I have instant regret.

“Over the last two years, we've shifted our focus to TikTok and it is now our main platform.

“TikTok is different from other social media channels, it’s built on inspiring creativity and sparking joy,” he said during Sinar Daily’s Top News Podcast recently.

Pinn Yang praised TikTok's unique algorithm, which levels the playing field for content creators.

He noted that, regardless of follower count, TikTok gives everyone a fair chance to be featured on the 'For You' page (FYP).

“As long as creators produce engaging content that inspires viewers, their videos have the potential to go viral,” he added.

Unlike traditional platforms, where success is often solely measured by views, TikTok enables creators to track how their content drives sales.

Pinn Yang pointed out that TikTok is the only platform that allows creators to measure the return on investment (ROI) of their videos, providing clear data on revenue generated.

Pinn Yang said his team quickly adapted to the fast-changing social media landscape.

Initially focused on content rather than commerce, they soon discovered that TikTok boasted the highest engagement and viewership rates compared to other platforms.

The platform's ability to tailor content to users' interests impressed them, making it easier to reach the right audience.

This shift also allowed Pinn Yang to explore selling products on the platform through engaging foodie content, converting viewers into customers with TikTok Shop features.

His team continued to adjust their content strategy to keep pace with social media trends.

‘"In the early days of social media, square videos with black bars were trending. Now, everything is in portrait mode and short-form content rules.

“We're constantly studying what each platform wants and adjusting our content accordingly," he said.

For the record, Pinn Yang was named TikTok Shop Creator of the Year in August, where he gained recognition for his creative and viral content that also includes selling products through entertaining social experiments.

His videos, often involving random exchanges with strangers showcased his innovative approach to digital content and e-commerce.

Pinn Yang also joined the TikTok Shop Affiliate programme where he goes on live every night to sell products from local brands.