• Nhi (Nikki) Pham

One of TikTok's content strategies is to get users to discover beyond their 'interest bubbles'. In late 2020, I designed, built and managed a series of content discovery 'hubs' (H5 microsites). These eventually became the first reference points for 140+ H5s my team built in 2021 in the UK/Ireland, and many more in other markets. Phase 1 promoted interest topics like Music, Fashion, Football, Viral Trends. After lockdown eased, Phase 2 began and categorised content by locality (London, Manchester, Liverpool, Scotland, Ireland, Wales). Both phased targeted users in the UK and Ireland, especially 18+.