Video app TikTok has launched new advertising options it says will help small and mid-size businesses (SMB) in the Middle East grow their brand by tapping into the creativity of the TikTok community.

At a time when small businesses in particular have been severely affected by the COVID-19, TikTok is also introducing a $100 million “Back-to-Business” advertising credit program to help companies rebuild.

TIKTok bosses said the developments mark a significant milestone in the evolution of TikTok For Business, including the introduction of self-serve tools designed to support advertisers throughout the campaign-creation process.

“TikTok’s immersive, short-form videos give businesses a platform to participate and engage with a community known for its creativity, ingenuity, and joy,” said Blake Chandlee, TikTok’s vice president of global business solutions.

“As our marketing solutions scale and evolve, we’re continuously building for the future and aiming to meet the growing needs of our partners. We’re excited to continue supporting our community by providing the tools and resources for SMB owners to navigate these challenging times.”

Shant Oknayan, TikTok parent company ByteDance’s general manager of global business solutions in the Middle East, North Africa and Turkey said: “The MENA region is a big focus for TikTok’s efforts in the (SMB) space. SMBs play a vital role in communities across the region and we are working very hard to ensure that those businesses can leverage the power of the platform to further build brands in a new, authentic and engaging way.

“Brands will also have the flexibility to expand their reach beyond the current media ecosystem and tap into those consumers and opinion leaders that cannot be reached on other platforms.”

The new TikTok advertising tools include: a suite of creative tools and resources such as TikTok AdStudio, which help brands present the most authentic version of their brand; TikTok Ads Manager, which accommodates flexible budgets by allowing businesses to adjust their spending at any time; intelligent targeting of new audiences; and business accounts with additional tools for performance analysis and engagement.