TikTok Launches #SpotlightAPI Campaign to Support API-Owned Businesses

TikTok has launched the #SpotlightAPI campaign to support API-owned small and medium-sized businesses across North America. The campaign aims to celebrate Asian American and Pacific Islander (AAPI) Heritage Month and promote API-owned businesses through high-visibility media placements, TikTok education, and community support.

Since the outbreak of the pandemic, hate crimes against Asians and Pacific Islanders (API) in North America have significantly increased. In 2020, API-owned businesses experienced the largest decline in the number of working business owners. To address this issue and support the API community, TikTok has initiated the #SpotlightAPI campaign.

The #SpotlightAPI campaign has already gained significant traction, with videos featuring the #SpotlightAPI hashtag being viewed over 7 billion times. This exposure has provided a boost to API-owned small and medium-sized businesses, such as United Dumplings, who have expressed their gratitude for the opportunity to reach more people and grow their businesses through TikTok's powerful digital platform.

In addition to media placements, TikTok is also hosting workshops for API-owned small businesses. These workshops aim to help business owners tap into the opportunities available on the platform and provide a safe space for discussing concerns over the increase in hate crimes against the API community. Participants will learn how to harness their creativity on TikTok, receive advice on best advertising practices from API-owned advertising agencies, and have the chance to interact with TikTok leaders.

The #SpotlightAPI campaign has received support from brand partners such as Highsnobiety, Mount Lai, Tower 28, and more. These partners recognize the importance of amplifying the voices of the API community and celebrate the trailblazers within the Asian American and Pacific Islander community.

Overall, the #SpotlightAPI campaign serves as a platform to celebrate API-owned businesses, support the API community, and raise awareness about the increase in hate crimes. TikTok's efforts to provide resources, education, and a safe space for discussion demonstrate their commitment to fostering a diverse and inclusive community on their platform.