The past few weeks have been a whirlwind for Ziwei Koh, a Singapore-based content creator at VaynerMedia APAC. After assuming his submission to the TikTok and Ad Age Young Creatives 2023 contest would be ruled out "for not focusing on the future," not only did Koh beat out competition from all around the globe, but once his victory was announced, he found himself scrambling to make travel plans to visit the Cannes Lions Festival of Creativity for the first time.
In addition to being feted at the Ad Age Lawn Party at the Mondrian Cannes, Koh joined TikTok Global Head of Creative Lab Kinney Edwards and Ad Age Studio 30 Editor John Dioso for a conversation that ranged from the concept behind his video to first impressions of Cannes Lions to the unique contributions the Asia Pacific region is making to creator culture to the state of marketing now and, yes, in the future.
Koh attributes the success of his TikTok video, which he called "a tribute to the platform that taught me so much about being in the now," to getting past preconceived notions of how to go viral. It was "only when I focused on the now, where the attention is, and started listening and acting on it that I grew to a place where the guy from a little place called Singapore who a year ago had 68 followers now has hundred of thousands of followers."
"If you want to be a part of the conversation, you have to understand and listen to the conversation first and not hold onto the past," said Koh. "It is very important to commit to the present. It is inherent to human nature to want to be the next big thing and to neglect the present."
"You have to have that pulse on what's happening within subcultures and communities to build a meaningful connection with the audience," added Edwards. That deeper connection between brands and audiences is informing a growing trend on TikTok that Edwards calls "brand friendships, or 'brandships.'"
Both Koh and Edwards leaned into the idea of the spirit of friendship when sharing their visions for the future of social media and creator marketing.
"I would love to see a less polarizing social landscape," Koh said. "I would love for us to disagree with each other without hating on each other. I would love to see more compassion."
"Humanity is a big part of that," said Edwards. "TikTok as a platform really wants to continue to bring that joy. In the next 10 years or so, I'd like individuals to feel independent and even more empowered by technology and talking about stories and creativity and culture in new and innovative ways than we haven't even thought of yet."
