What started out as a lip-syncing and dancing platform has, in the space of just two years, become the fastest growing app in the world. TikTok, has evolved dramatically since its launch and is now the latest platform for brands to consider. But creating content on TikTok is fundamentally different to creating content for other social media platforms.

Why does one video do exceptionally well, while others hardly get any views? How exactly do the algorithms work? And why is consistency so important?

In this podcast, Rami Zeidan, head of video and creative at TikTok Middle East and North Africa, answers these questions and explains what startups and small businesses can do to succeed on the platform.