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Lenny's Podcast / episode intelligence

Inside TikTok: Culture, strategy, monetization, and more | Ray Cao (Global Head of Monetization Product Strategy and Operations)

7 Mar 2024 20 published claims 2 attributable people

Speakers in the public record

Claim mix

belief 10preference 4evaluation 3recommendation 2commitment 1

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Every row below preserves an exact excerpt. Identified speakers are linked; unresolved voices are labeled and excluded from people counts.

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The useful parts, with receipts.

20 published records

01 / belief

I think we're doing pretty good in this case. And the second one is to really, again, I think the PMs and the product team of settings are oftentimes I would say because we're growing so fast, oftentimes we have to do a lot of minor team adjustment to catering for that.

“I think we're doing pretty good in this case. And the second one is to really, again, I think the PMs and the product team of settings are oftentimes I would say because we're growing so fast, oftentimes we have to do a lot of minor team adjustment to catering for that.”
Speaker
Ray Cao
Publisher
Lenny's Podcast

02 / belief

In terms of time investment, I think at the beginning of the month, definitely it's going to be, I hope it'll be a little bit more intense of learning so that you're able to get a rhythm in there and along the way that as long as gets become more automated and also get more understanding towards the business, you're able to actually creating, I would say, more relevant content for the platforms by leveraging our creators or by leveraging some of your own, I would say, resources from their third party, for example.

“In terms of time investment, I think at the beginning of the month, definitely it's going to be, I hope it'll be a little bit more intense of learning so that you're able to get a rhythm in there and along the way that as long as gets become more automated and also get more understanding towards the business, you're able to actually creating, I would say, more relevant content for the platforms by leveraging our creators or by leveraging some of your own, I would say, resources from their third party, for example.”
Speaker
Ray Cao
Publisher
Lenny's Podcast

03 / belief

Let's talk about a different topic which is being successful on TikTok. So the way I think about it in my head is, there's how to be successful is just a regular human creator person.

“Let's talk about a different topic which is being successful on TikTok. So the way I think about it in my head is, there's how to be successful is just a regular human creator person.”
Speaker
Lenny Rachitsky
Publisher
Lenny's Podcast

04 / belief

Just to understand this point about versus Instagram, I think a lot of people probably run on them on both platforms and try to see which one's working better.

“Just to understand this point about versus Instagram, I think a lot of people probably run on them on both platforms and try to see which one's working better.”
Speaker
Lenny Rachitsky
Publisher
Lenny's Podcast

05 / belief

I think that's such an interesting point, this idea of testing more, which basically you're saying with Instagram certain people will see it and that's not going to be shown tons of random people.

“I think that's such an interesting point, this idea of testing more, which basically you're saying with Instagram certain people will see it and that's not going to be shown tons of random people.”
Speaker
Lenny Rachitsky
Publisher
Lenny's Podcast

07 / belief

If you don't understand the culture, you won't be able to understand the behavior over there. It's more about that, I think, when we say about globalization or take the product go to market in a global scheme or even build it apart, you have to get your hands dirty and to really understand the local culture so that you can understand local behavior.

“If you don't understand the culture, you won't be able to understand the behavior over there. It's more about that, I think, when we say about globalization or take the product go to market in a global scheme or even build it apart, you have to get your hands dirty and to really understand the local culture so that you can understand local behavior.”
Speaker
Ray Cao
Publisher
Lenny's Podcast

09 / belief

I cannot speak for the user product side, but at least from advertising product side that this is always the approach we're taking. And for the go-to-market part, that's also creating a very different behavior for us because oftentimes if we have a solid and kind of a static product roadmap, you can do go-to-market relatively easy, I would say, because everything is planned.

“I cannot speak for the user product side, but at least from advertising product side that this is always the approach we're taking. And for the go-to-market part, that's also creating a very different behavior for us because oftentimes if we have a solid and kind of a static product roadmap, you can do go-to-market relatively easy, I would say, because everything is planned.”
Speaker
Ray Cao
Publisher
Lenny's Podcast

10 / belief

We are creating that tool specifically for our creator and also for our monetizer and the user in general. So you're able to do a lot of, I would say, automated and customized way in the app so you're able to generate those content on your fingertips.

“We are creating that tool specifically for our creator and also for our monetizer and the user in general. So you're able to do a lot of, I would say, automated and customized way in the app so you're able to generate those content on your fingertips.”
Speaker
Ray Cao
Publisher
Lenny's Podcast

11 / preference

" I think that's the part that I would love to co-partner with you because I always believe one thing is it is not only about achieving the company goal, it's also achieving really the career goal or your employee's career goal together.

“" I think that's the part that I would love to co-partner with you because I always believe one thing is it is not only about achieving the company goal, it's also achieving really the career goal or your employee's career goal together.”
Speaker
Ray Cao
Publisher
Lenny's Podcast

12 / evaluation

Of course, like I said, we're trying to make things as simple as possible because we strongly believe that an advertiser's job is to taking care of their own business and our job is to service them.

“Of course, like I said, we're trying to make things as simple as possible because we strongly believe that an advertiser's job is to taking care of their own business and our job is to service them.”
Speaker
Ray Cao
Publisher
Lenny's Podcast

13 / preference

The key there is to hire very high quality people and very high caliber people because if not, then things won't work out too great.

“The key there is to hire very high quality people and very high caliber people because if not, then things won't work out too great.”
Speaker
Lenny Rachitsky
Publisher
Lenny's Podcast

14 / evaluation

Here is context, no control. And the third piece, I think, it's also a mistake, really a hard moment for me as well is, for the past couple of years now, I've been managing a such big global organization, oftentimes even not myself, my managers, they don't have time to go detail and to go talk to the clients, which is very scary because again, if you don't know, you don't hear what is happening in the market, you won't know the details in the market, you won't be able to take the right movement or take the right approach to go to market or even give the feedback to the engineering team.

“Here is context, no control. And the third piece, I think, it's also a mistake, really a hard moment for me as well is, for the past couple of years now, I've been managing a such big global organization, oftentimes even not myself, my managers, they don't have time to go detail and to go talk to the clients, which is very scary because again, if you don't know, you don't hear what is happening in the market, you won't know the details in the market, you won't be able to take the right movement or take the right approach to go to market or even give the feedback to the engineering team.”
Speaker
Ray Cao
Publisher
Lenny's Podcast

15 / recommendation

That's really interesting because you could think it's just this algorithm that figures everything out for you, but I think what you're pointing out is you have to seed it with the right sorts of use cases that that culture is most excited about.

“That's really interesting because you could think it's just this algorithm that figures everything out for you, but I think what you're pointing out is you have to seed it with the right sorts of use cases that that culture is most excited about.”
Speaker
Lenny Rachitsky
Publisher
Lenny's Podcast

16 / preference

Curiosity is a very important quality when I'm actually talking to my interviewers because I want to see that they are naturally curious to new things.

“Curiosity is a very important quality when I'm actually talking to my interviewers because I want to see that they are naturally curious to new things.”
Speaker
Ray Cao
Publisher
Lenny's Podcast

17 / recommendation

Oftentimes that will say context, no control. That means you actually can go above and beyond to really think about your whole business problem as your own problem and your piece is maybe one part of it to solve the puzzle, but how do you actually solve the puzzle by connecting all the dots together, we're encouraging all the people to think like that way and by that I think we kind of mentally break out those walls.

“Oftentimes that will say context, no control. That means you actually can go above and beyond to really think about your whole business problem as your own problem and your piece is maybe one part of it to solve the puzzle, but how do you actually solve the puzzle by connecting all the dots together, we're encouraging all the people to think like that way and by that I think we kind of mentally break out those walls.”
Speaker
Ray Cao
Publisher
Lenny's Podcast

18 / commitment

Then the first mistake I made just at the right point because we're trying to grow too fast and sometimes as a hiring manager I have to compromise the standard we're trying to hire.

“Then the first mistake I made just at the right point because we're trying to grow too fast and sometimes as a hiring manager I have to compromise the standard we're trying to hire.”
Speaker
Ray Cao
Publisher
Lenny's Podcast

19 / evaluation

A lot of times that you see a US-born company go global and oftentimes still they are really rooted with the US market and there's nothing wrong with it to be honest, because this is the biggest market for them as I would say for East-born company.

“A lot of times that you see a US-born company go global and oftentimes still they are really rooted with the US market and there's nothing wrong with it to be honest, because this is the biggest market for them as I would say for East-born company.”
Speaker
Ray Cao
Publisher
Lenny's Podcast

20 / preference

Like I said, one of the very important things here is we drive our product by listening to our user and see the behavior from them and we see the behavior and now we're trying to capture that and provide the best service to our user and also help advertisers to reshaping their product.

“Like I said, one of the very important things here is we drive our product by listening to our user and see the behavior from them and we see the behavior and now we're trying to capture that and provide the best service to our user and also help advertisers to reshaping their product.”
Speaker
Ray Cao
Publisher
Lenny's Podcast
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