Beyond dance trends: TikTok's regional chief on promoting STEM education in Saudi Arabia

Arab News

28-02-2025

LONDON: TikTok is often associated with viral trends and entertainment, but the platform is also fostering the next generation of talent, its regional operations chief told Arab News.
In an exclusive interview with the newspaper, Kinda Ibrahim, regional general manager of operations at TikTok Middle East, Turkiye, Africa, Pakistan, Central and South Asia, said the launch of the platform's STEM Feed initiative in Saudi Arabia was a response to a growing demand for educational content in science, technology, engineering, and mathematics.
'STEM-related communities on TikTok have proven to be a massive success, with almost 10 million STEM-themed videos published worldwide in the last three years,' Ibrahim said. 'The idea behind launching the TikTok STEM Feed in KSA was inspired by noticing the growing need for such content from our community.'
Saudi Arabia became the first country in the MENA region to introduce the feature in December, providing a dedicated space for Arabic-language content focused on 'future-critical fields.'
Ibrahim said: 'We aim to inspire the next generation of Saudi thinkers, innovators, and problem-solvers by fostering deeper engagement in STEM fields, sparking curiosity, igniting passion for discovery, and encouraging critical thinking, creativity, and lifelong learning.'
Having previously held leadership roles at Twitter and MSN Arabia, Ibrahim has spent her career exploring how digital platforms shape engagement with both entertainment and educational content.
The STEM Feed functions as an optional content stream on TikTok, highlighting videos from trusted creators, educators, and STEM enthusiasts. These include figures like Abdullah Al-Alawi, a Saudi dentist who shares health-related content in a fun and lighthearted manner, and @qadrat_rawan (Rawan's Abilities), an educational platform with over 400,000 followers and 4.2 million likes.
The content is 'regionally optimized' and reviewed for accuracy and credibility in collaboration with local partners such as Majarra, a provider of Arabic-language educational content. TikTok has also partnered with Common Sense Networks and the Poynter Institute to verify the reliability of STEM-related material.
'To maintain the quality and integrity of the STEM feed, all STEM content is carefully reviewed by our teams or in collaboration with Common Sense Networks and Poynter,' Ibrahim said. 'Leveraging the partnership with these organizations will ensure that all STEM content is thoroughly vetted for appropriateness and accuracy.'
Since its global rollout three years ago, the STEM Feed has seen steady growth, reflecting a strong demand for knowledge-sharing on the platform. Ibrahim said the initiative aligns with Saudi Arabia's Vision 2030 strategy, which emphasizes digital transformation and education.
'We have seen an increasing interest (in) STEM content on TikTok, and we anticipate further growth as engagement continues to rise,' she said. 'This initiative reflects TikTok's dedication to empowering talent and supporting the Kingdom's Vision 2030 goals through tailored programs that nurture future generations.'
She added that launching the initiative in Saudi Arabia first underscores TikTok's 'commitment to fostering education-based communities, empowering discovery, and connecting dynamic communities through shared interests.'
Following the introduction of the STEM Feed in Saudi Arabia, TikTok now plans to expand the initiative to the UAE and Egypt later this year, Ibrahim revealed to Arab News.
The move comes at a critical time for the Chinese-owned platform, which faces a potential ban in the US. While an executive order by former President Donald Trump temporarily halted Congress' efforts to block the app, its long-term future remains uncertain as TikTok executives and US lawmakers continue negotiations. The platform has also faced scrutiny over its impact on younger users.
A recent study by the Universitat Oberta de Catalunya found that more than half of young users spend over an hour a day on TikTok, with 24 percent exceeding two hours. In December, Saudi Arabia ranked fifth globally in TikTok traffic, accounting for 3.13 percent of visits worldwide — roughly 80.6 million visits — according to analytics platform Semrush. This has raised concerns about the platform's effect on young users' mental health and exposure to harmful content.
Ibrahim said TikTok is addressing these issues by prioritizing user safety and creating 'a platform that is a digital safe space for all.
'We implemented several tools to ensure a safer experience for younger users. For example, accounts for users aged 13-15 are automatically set to private, and features like Live and Direct Messaging are restricted for younger teens,' she said.
She added that TikTok collaborates with parents and caregivers through tools such as Family Pairing, which allows them to 'filter out' videos containing specific words or hashtags they prefer their teens not to see.
To further support younger users, TikTok has introduced initiatives such as a global Youth Council, which brings together 15 teenagers from diverse backgrounds to provide insights on platform safety. The company also partners with mental health organizations to provide in-app resources.
Ibrahim emphasized that while TikTok is working to mitigate potential risks, it also aims to expand its role in the MENA region's digital landscape.
'Our goal is to help build a sustainable creative economy where local talent can shine on a global stage,' she said.
TikTok has launched several initiatives in the region, including the TikTok Creator Summit, which connects users with established content creators, and the Creator Hub program, designed to support emerging talent. The platform has also partnered with major events such as the Emirates Airline Festival of Literature and the Saudi Pro League to create digital experiences and exclusive content hubs.
Additionally, TikTok collaborated with the Red Sea International Film Festival to launch a short film competition, offering regional creatives a chance to connect with industry professionals and global audiences.