TikTok announced the platform is now home to over 460 million people in Southeast Asia. This reaffirms its position as the region’s fastest-growing platform, according to SensorTower.
The announcement was made at the inaugural Apps Summit Southeast Asia under the theme From Install to Impact in Hanoi, Vietnam, attended by over 300 industry leaders and experts. At the event, TikTok also signed a Memorandum of Understanding (MoU) with the Center of Digital Transformation under Vietnam’s Ministry of Culture, Sports and Tourism. The MoU aims to strengthen Vietnam’s digital ecosystem by supporting local businesses, enabling cultural exchange, and fostering digital growth.
“Over 160 million users in Indonesia, 70 million in Vietnam, 50 million in Thailand and and the remaining 180 million spread across SEA come to TikTok every month to be entertained as they learn and discover something new. This scale represents more than just exponential growth opportunities for developers, app publishers and businesses, it also reflects our vision for Southeast Asia: to be a key driver of the region’s digital economy. Our partnership with the Ministry of Culture, Sports and Tourism, further underscores TikTok’s long-term commitment to fostering digital innovation and growth across the region,” said Nikhil Rolla, Head of Strategic Accounts, Southeast Asia, TikTok.
Driving App Growth: From Installs to Impact
TikTok has evolved from an entertainment platform into a hub for app discovery and business growth across industries such as gaming, finance, travel, and retail. Two in three app discoveries are intentional, and 45% of users continue exploring content on-platform (1), highlighting the platform’s role in decision-making, not just entertainment.
From first installs to long-term retention, TikTok enables developers and businesses to reach the right audience, optimize campaigns in real time, and measure impact at every stage. By combining community participation, creative storytelling, and data-driven insights, TikTok helps apps scale efficiently while building loyalty and sustained user value.
Brands across Southeast Asia are achieving stronger returns and sustained growth by using TikTok. One such example is Hypermonk Games which leveraged the new Smart+ Day 0 Target ROAS (tROAS) solution for their hit title Highway Overtake. The campaign delivered a 20% higher Return on Ad Spend (ROAS) versus their KPI and reduced Cost Per Install by 50% compared to manual bids. Focusing on TikTok, the strategy successfully optimized for ad revenue value from the start. Hypermonk confirmed “noticeable gains” and is now “looking forward to scaling these results”.
Unlock creativity and drive growth with TikTok’s AI-powered solutions
TikTok isn’t just a platform. It’s an ecosystem that’s built to help brands turn creativity into measurable growth. “We’re entering a new era of creativity, one where AI accelerates imagination and sparks bold ideas. Our mission is to enable brands of all sizes to move faster, scale smarter, and stay in tune with the speed of culture.” added Rolla.
At the heart of this innovation is Symphony, TikTok’s generative AI creative suite. Designed to assist marketers at every stage of the content creation process, Symphony seamlessly transforms initial ideas into high-quality videos in minutes, providing complete scripts, assets, and multilingual dubbing. Symphony also enables the creation of diverse AI-powered digital avatars, allowing brands to effectively deliver their message.
TikTok also empowers brands to tap into the platform’s most authentic asset: its community. The Content Suite allows brands to discover high-performing, user-generated content mentioning their products—delivering over 40 times more relevant results than in-app searches—and instantly turn these videos into licensed ads.
This AI-powered ecosystem is complemented by Smart+, TikTok’s intelligent performance solution. Smart+ automates and optimizes campaigns across targeting, bidding, and creative selection, and works with Symphony to enhance existing assets or generate new, high-potential videos, ensuring campaigns remain fresh and effective without manual intervention.
“Our goal is simple,” said Rolla. “We want every app to reach its audience, connect deeply, and scale meaningful results on TikTok. Through the integration of creativity, technology, and insight, we’re helping brands and developers thrive in Southeast Asia’s rapidly evolving digital landscape.”
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