- “We aim to inspire the next generation of Saudi thinkers, innovators and problem solvers,” Kinda Ibrahim told Arab News
LONDON: TikTok is often associated with viral trends and entertainment, but the platform is also nurturing a new generation of talent, its regional chief operating officer told Arab News.
In an exclusive interview with the newspaper, TikTok's regional general manager for operations in the Middle East, Turkey, Africa, Pakistan, Central and South Asia, Kinda Ibrahim, said the launch of the platform's STEM Feed initiative in Saudi Arabia was a response to the growing demand for educational content in the fields of science, technology, engineering and mathematics.
“STEM-related communities on TikTok have proven to be very successful, with nearly 10 million STEM-related videos published globally over the past three years,” Ibrahim said. “The idea to launch TikTok STEM Feed in Saudi Arabia came from the growing demand 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 “critical areas of the future.”
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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 a passion for discovery and encouraging critical thinking, creativity and lifelong learning.”
Having previously held senior positions at Twitter and MSN Arabia, Ibrahim has spent her career studying how digital platforms shape engagement with entertainment and educational content.
STEM Feed functions as an additional content feed on TikTok, highlighting videos from verified creators, educators, and STEM enthusiasts. This includes the likes of Abdullah Al-Alawi, a Saudi dentist who shares health content in a fun and casual manner, and @qadrat_rawan (Ravan’s Abilities), an educational platform with over 400,000 followers and 4.2 million likes.
The content is “regionally optimized” and verified for accuracy and credibility in collaboration with local partners like Majarra, an Arabic-language educational content provider. TikTok also partners with Common Sense Networks and the Poynter Institute to verify the credibility of STEM-related content.
“To maintain the quality and integrity of the STEM feed, all STEM content is carefully reviewed by our teams or in partnership with Common Sense Networks and Poynter,” Ibrahim said. “Using partnerships with these organizations ensures that all STEM content is carefully reviewed for appropriateness and accuracy.”
Since its global launch three years ago, STEM Feed has seen steady growth, reflecting strong demand for knowledge sharing on the platform. Ibrahim said the initiative is in line with Saudi Arabia’s Vision 2030 strategy, which places an emphasis on digital transformation and education.
“We have seen growing interest in STEM content on TikTok and expect further growth as engagement grows,” she said. “This initiative reflects TikTok’s commitment to empowering talent and supporting the Kingdom’s Vision 2030 goals through tailored programming that nurtures future generations.”
She added that the launch of the initiative in Saudi Arabia primarily highlights TikTok's “commitment to developing educational communities, empowering discovery, and connecting vibrant communities through shared interests.”
Ibrahim told Arab News that after launching a STEM channel in Saudi Arabia, TikTok plans to expand the initiative to the UAE and Egypt this year.
The move comes at a critical time for the Chinese platform, which faces being banned in the U.S. While an executive order from former President Donald Trump temporarily halted congressional efforts to block the app, its long-term future remains uncertain as TikTok executives and U.S. lawmakers continue to negotiate. The platform has also come under scrutiny for its impact on younger users.
A recent study by the Oberta de Catalunya University found that more than half of young users spend more than an hour a day on TikTok, with 24 percent spending more than two hours. In December, Saudi Arabia ranked fifth in the world for TikTok traffic, accounting for 3.13 percent of global visits — an estimated 80.6 million visits — according to analytics platform Semrush. This has raised concerns about the impact the platform has 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 everyone.”
“We've implemented several tools to provide a safer experience for younger users. For example, accounts for users aged 13 to 15 are automatically made private, and features like Live and Direct Messaging are restricted for younger users,” she said.
She added that TikTok works with parents and guardians through tools like Family Pairing, which allows them to “filter out” videos that contain certain words or hashtags they don't want their teens to see.
To further support young users, TikTok has introduced initiatives like a global Youth Council, which brings together 15 teens from different backgrounds to provide information about platform safety. The company has also partnered with mental health organizations to provide resources within the app.
Ibrahim stressed that while TikTok is working to mitigate potential risks, it is also looking 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 the 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, which is designed to support emerging talent. The platform has also partnered with major events like the Emirates Airline Festival of Literature and the Saudi Pro League to create digital experiences and exclusive content hubs.
Additionally, TikTok has teamed up with the Red Sea International Film Festival to launch a short film competition, giving regional artists the opportunity to connect with industry professionals and global audiences.
