TikTok marketing
Turkish TikTok made for your brand, stopping Turkish viewers in the first three seconds
In Turkey, TikTok is where many young people discover new products, but what makes an impact there is Turks' own humor, music and way of speaking. Yeni İpekyolu plans and produces Turkish short videos for Chinese companies operating in Turkey, connects them with local creators, and manages TikTok ads and live streams; we also re-edit your product videos from China, not just by adding subtitles but by truly adapting them for Turkish viewers.
Why do Turkish viewers stop and watch on TikTok?
Subtitles are not localization: why Chinese videos don't land in Turkey
Many Chinese companies have plenty of product videos that performed well in China, and these get uploaded straight to TikTok with Turkish subtitles. The results often fall short of expectations: a very fast sales pitch, Chinese voice-over, and music and expressions popular in China struggle to resonate with Turkish viewers. Short video depends on grabbing attention in the first few seconds; if viewers think "this is a foreign ad" at the start, they usually scroll past.
Our approach keeps the product's key selling points and footage while redesigning the opening hook, narration and pacing: Turkish voice-over or a local presenter, music and expressions popular in Turkey, and purchase details such as prices in TL and installments. Where needed, we add everyday scenes from Turkey to show the product in use in Turkish homes, streets and offices.
Before jumping on a trend: is this joke right for Turkey?
TikTok trends, sounds and jokes in Turkey are short-lived; some are unique to Turkey, others are local versions of a global trend. Joining in time can bring visibility, but not every trend suits a brand: content touching on religion, politics, ethnicity or sensitive social issues can create unnecessary risk for a foreign brand, however popular it is. Our Turkish team first assesses the context of a trend, then decides whether and how to take part.
Head office in China sometimes wants every video approved in advance, which conflicts with the speed of trends. A more practical solution is to set a "fast lane" rule up front: once the brand tone, off-limits topics and product information are approved, we are allowed to produce and publish trend content quickly within agreed limits, and report on it in Chinese afterwards. This rule is written down clearly at the start of the collaboration.
The difference between Turkish creators, TikTok ads and live streaming
The brand's own account builds long-term equity, while collaborating with Turkish creators uses their existing trust to reach new audiences quickly. An unboxing or review by a small or mid-sized creator with a genuine style is often more convincing than the brand's own video. In Turkey, collaboration content usually has to be clearly labeled as advertising or a collaboration; for details, follow the current guidance of the Advertising Board (Reklam Kurulu). Usage rights, such as whether the video can be used in ads, should also be specified in the contract.
With TikTok ads, you can reach users in Turkey by interest, age and region; well-performing organic content or creator videos can also be boosted with ads. Live streaming suits product demos and time-limited campaigns, but it requires a presenter who speaks fluent Turkish, a prepared run-of-show and an assistant to answer questions in the comments. The status of TikTok's e-commerce and live selling features in Turkey may differ from other countries; we confirm the platform's current policy together at the planning stage.
Five things to prepare before opening the account
First, clarify the purchase path in Turkey: after watching the video, where will viewers buy? Trendyol, Hepsiburada, a website, or a store and WhatsApp? Second, prepare raw video and image materials of the product; the more complete they are, the easier re-editing becomes. Third, define how the brand speaks in Turkey: witty and relaxed, or professional and trustworthy?
Fourth, list what must not be said, such as unproven efficacy claims or competitor comparisons, since advertising claims in Turkey are usually subject to restrictions. Fifth, clarify the approval process and who is responsible; videos should not wait too long in internal approval. We gather all of this into a Chinese-Turkish playbook that underpins all later work.
Brands that want to reach young Turks with short video
Brands targeting young Turkish consumers
The use of products such as digital accessories, small home appliances, cosmetics, toys and apparel is easy to show in short videos. We help you set up a Turkish TikTok account and produce content regularly. The content direction follows Turkey's holidays and shopping seasons.
Companies with lots of Chinese video material
Factories and brands usually have many product videos shot in China. We re-edit this material, adding Turkish narration and localized copy. This reduces the need for new shoots and brings the content closer to Turkish viewers.
Sellers on Turkish marketplaces
TikTok content can drive outside interest to stores on Trendyol, Hepsiburada and similar platforms. We direct videos and ads to your store link or profile. Special videos are prepared ahead of major campaign periods.
From video adaptation to creators, ads and live streaming
Account positioning and playbook
The account's identity, tone, content series and off-limits topics are defined. A Chinese-Turkish playbook is prepared for head office and the local team. The fast-approval rule for trend content is also agreed here.
Turkish short video planning and production
Vertical short videos suited to Turkish viewers are produced, from script to shooting and editing. Presenters and voice-overs speak natural Turkish. Each video comes with a Chinese explanation for approval.
Local adaptation of Chinese videos
Product footage from the original material is kept; the opening, narration and subtitles are rewritten, and music and price information are changed. Where needed, everyday scenes from Turkey are added. The goal is for the video to look as if it was shot for Turkey.
Collaborations with Turkish creators
Turkish creators suited to the brand are selected; the creative brief, ad labeling and usage rights are discussed. Terms are confirmed in Chinese and Turkish. We recommend having a Turkish lawyer review the contract.
TikTok ad management
Ad objectives, audiences and creatives are set up for users in Turkey, and different versions are tested continuously. Well-performing organic or creator videos can be boosted with ads. Ad spend is paid directly from your own ad account.
Turkish live streams and Chinese reviews
A Turkish presenter is arranged, the run-of-show is prepared and comments are managed. Stream and video data are reviewed in Chinese every month. The review includes content recommendations for the next step.
Service summary and requirements
| Content types | Short video · creator collaborations · ads · live streaming |
|---|---|
| Pricing | Monthly or per project · ad and creator fees separate |
| Communication language | Communication in Chinese · Content in Turkish |
| Service languages | Chinese · Turkish · English |
| Cities served | Mainly Istanbul; also Ankara, Izmir and other cities |
The final price and timeline depend on your documents and scope; we send a clear quote within 2 hours.
What you need to provide
- TikTok account (or setup support) and ad account access
- Raw product videos and images, preferably without subtitles
- Purchase links in Turkey (marketplace, website or WhatsApp)
- A list of claims not to use and off-limits topics
- Approximate budget, approval owner and product samples (for creator reviews)
Review the material, set the rules, test, improve
- 1
Material inventory and goals meeting
We discuss your products, target audience and sales channels in Turkey in Chinese. We review your existing video materials and assess which ones can be adapted. We also research how similar brands are doing on TikTok in Turkey.
- 2
Approval of the playbook and first scripts
The playbook and first video scripts are presented with Chinese explanations. The approval process and the fast-lane rule for trends are set. After approval, shooting and editing begin.
- 3
Publishing, collaborations and ads
Videos are published according to plan, and comments are managed in parallel. Creator collaborations and ad tests are launched when needed. Live streams take place on the agreed dates and with the agreed run-of-show.
- 4
Chinese review and optimization
Views, engagement, ad and live stream data are reported in Chinese every month. We summarize which openings and topics drew more interest from Turkish viewers. The next month's plan is updated accordingly.
Frequently asked questions
Our videos did very well in China; aren't Turkish subtitles enough?
Subtitles only solve the problem of being understood, not the problem of being watched. Many viewers on TikTok decide after watching for a few seconds; Chinese voice-over and a Chinese-style sales rhythm usually lead them to scroll past. We keep the product footage and rebuild the opening, narration and pacing so the video feels like local content.
Does a Turkish person need to appear in the videos?
It is not mandatory, but it usually creates a more genuine effect. Many brands combine the two: product close-ups and demos come from existing material, while narration and usage scenes are done with a Turkish presenter or voice-over. The scope of use of the presenter's image should be set out in the contract.
Can you sell directly on TikTok in Turkey?
TikTok's e-commerce and live selling features differ from country to country, and the scope in Turkey may change with platform policy. The common approach is to use videos and live streams to direct customers to a marketplace store, website or WhatsApp. We confirm the platform's current policy at the planning stage.
When will we see results? Are views guaranteed?
We do not promise a specific number of views, followers or sales. Recommendations on TikTok are heavily influenced by the algorithm, topic and competition; finding the right content direction for a brand usually takes a period of consistent testing. In our monthly Chinese review, we explain clearly what worked and what needs to change.
How should ad labeling work with Turkish creators?
In Turkey, commercial collaboration content by influencers and creators usually has to be clearly labeled as advertising or a collaboration, using the platform's labeling feature. For details, follow the current guidance of the Advertising Board (Reklam Kurulu). We write the labeling requirement into the brief and recommend having a Turkish lawyer review the contract terms.
Does someone from our company need to join the live stream?
It is not mandatory. A Turkish presenter does the talking, and our team manages the comments and the backstage. If you would like a Chinese engineer or product manager to explain technical details, we can arrange Chinese-Turkish interpreting during the stream.
What happens if negative comments appear?
We first translate the comment into Chinese, send it to you and propose a reply. General questions are answered promptly in polite Turkish; your company decides how to proceed on quality, returns or legal matters. Deleting comments usually makes things worse.
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