Team TikTok has officially arrived in Sweden! Following the opening of our new office in Stockholm last month, we're proud to welcome our new team that will be leading the growth of TikTok in the Nordics. With our talented local team leading the way, we're excited to take our local in-app content to new heights and introduce TikTok for Business to a brand new market.
Given the buzz surrounding TikTok's newest office, we sat down with four members of the Sweden team -- Kajsa Zetterholm (Content Strategy), Tova Bergman (Trust & Safety), Mikael Rådö (Agency Partnerships), and Oscar Gower (Trust & Safety) -- to learn more about their backgrounds and the exciting projects they've been working on. Approaching our growth in the Nordics from different perspectives and job functions, they also reflected on their experiences at the company so far and shared their visions for TikTok in Sweden.
Tell us about yourself! What drew you to join TikTok in Sweden?
Kajsa: "My experience before joining TikTok was diverse. After studying Business and Economics at Lund University, I had the chance to work in several different roles at companies in Stockholm, including as head of analytics for one of Sweden's biggest tabloid newspapers. Throughout my career, I've always been passionate about the intersection between creative content and analytics, so the opportunity to work as a Content Strategist at TikTok seemed ideal. Once I had my interviews and got a feeling for the amazing people and culture, I didn't look back!"
Tova: "Although I grew up in Sweden, my background isn't all that related to what I do now as a Content Moderator -- I have a bachelor's degree in Creative Writing and a master's in Screen Writing (both from universities in London)! My role at TikTok is actually my first full-time job after graduating, and honestly I felt so fortunate to receive an opportunity during the pandemic; since I was unemployed at the time, launching my career at a fast-growing global company was way more than I could expect."
Oscar: "Similar to Tova, I'm starting my career at TikTok, and my past experience wasn't directly related to a role in content moderation since I had a bachelor's degree in Sustainability Sciences. Although at first I wasn't familiar with what the role would involve, I learned more about it during the interview process and could see myself being really good at it. It was exciting to think that every day, I could help discover new trends and work to ensure a safer and more positive in-app community."
Mikael: "I was born and raised in Stockholm, but I was lucky enough to be able to travel a lot, learn about other cultures, and meet people around the world. This global mindset brought me to Italy for university and to Brussels for one of my first jobs, but I eventually came back to Sweden for a role in the media industry. TikTok struck me as international and authentic -- both as a platform and as a company -- so it felt like a great place for me to tap into my experience and passions."
What is TikTok's presence in Sweden like now? What makes Sweden/the Nordics unique as a market?
Tova: "From what I've seen as a Content Moderator, we've gradually outgrown being just an 'app for dancing' and are now part of mainstream culture in Sweden. At the beginning, local TikTok content mostly came from other countries, but now there is a real Swedish community on the app, and many Swedish celebrities have risen to fame through TikTok. One of my favorite Swedish creators is a girl who paints animal faces on boxes and puts them on her head! Despite only speaking Swedish, she now has over 200,000 followers."
Kajsa: "While TikTok is at an early stage of popularity in Sweden compared to other countries, we're already seeing a wide range of users, from younger teens to their grandparents. Sweden is also at the forefront of many global trends in design, fashion, and music, and TikTok is the ideal place for these creative trends to emerge (and go viral). This is what makes Sweden unique as a market, and I'm excited for us to give the people here more opportunities to express and share their creativity with the rest of the world."
Mikael: "The media landscape in Sweden (and the Nordics in general) is quite fragmented, so companies here have a great opportunity to scale and reach a larger audience through TikTok. Now that we've launched TikTok for Business in the region, Nordic companies can reach a global audience, and global companies can reach the audience here through localized campaigns. With full-screen video and audio entertainment, TikTok offers an experience that nothing else does in the current market."
How has your experience on the team been so far? Does anything stand out?
Oscar: "I've been surprised by how we've grown so fast, but still been able to connect as a team. I consider many of my teammates good friends! The structure here is quite flat, meaning we're open in our collaboration and always support each other in meaningful ways. This experience fits my personality and provides exactly what I need after moving to a new city. You can expect to have colleagues you can talk to at any company, but relationships at TikTok go beyond that."
Kajsa: "My experience has been very similar to Oscar's. Before I started, I'd heard that the people at TikTok were open and friendly, but I was still overwhelmed by how supportive they were! I received major responsibility from day one, which would have been quite scary in other circumstances if not for my colleagues around the world who rallied to give me everything I needed. This is how we're able to get big projects done quickly. There's never been a time when I've felt uncomfortable reaching out to someone for help."
Tova: "We're just so fresh as a company. While more established companies tend to be set in their ways, we're constantly adapting and innovating. For example, not long after I joined, I proposed some solutions for a major in-app issue; allthough I was new, I was floored to see my leader and other teams discuss my ideas, then start implementing them right away. It's hard to imagine this happening at other companies of our size."
Mikael: "I was immediately struck by how much TikTok's core values are a natural part of working here. My colleagues at TikTok actively talk about our values and try to live by them, but in an organic way. It's not about dos and don'ts; it's about having shared goals and a mindset that we can all take to reach them together."
What is your vision for the future of TikTok in Sweden?
Kajsa: "My vision is for TikTok to become the go-to platform for those of all ages in Sweden to share their creativity, keep track of the latest trends, and find entertainment and inspiration. Eventually, I'd like to see more trends created here in Sweden become global trends on TikTok. By working with local creators and partners and encouraging them to push their creative boundaries, I'm confident we'll succeed."
Tova: "Our team and product have both come so far in Sweden, and I hope this growth and enthusiasm continue to take off! Especially when it comes to music, Sweden considers itself one of the 'power players' of the world, so I'd love to see more integration between TikTok and the music industry here."
Mikael: "From an Agency Partnerships standpoint, we hope to serve as a trusted partner in the Nordic market and show our partners that TikTok is a great place to create high-quality campaigns that deliver value. We have an incredible opportunity now to be at the forefront of introducing Nordic companies to a global audience, and helping global companies localize their strategies."
Who are we looking for to join our new team in Sweden?
Mikael: "Our team is diverse and includes people of many different backgrounds and competencies, so it's great if you like a multicultural, fast-paced work culture. You'll have countless opportunities to develop your own skills, both through your work and from your colleagues. I'm always trying to tap into the knowledge of others at the company, especially those in other countries and outside my main team or area of expertise."
Oscar: "Fundamentally, we're looking for someone who is curious and open to learning new things, since many projects at TikTok move quickly and require learning on the fly. You also have to be flexible and patient because you're not always going to succeed the first time you do something. Whether you're in content moderation or a client-facing role, the focus is on personal growth and figuring out how best to develop your skills and realize your potential for the future."
Kajsa: "We're looking for people who see opportunities rather than problems, embrace change, and jump to explore new projects. The possibilities to make TikTok a success in Sweden are endless, so it's the perfect time to join us if you're bold and excited about making an impact!"
By safeguarding our in-app community and launching new initiatives like TikTok for Business, our Sweden team is fueling our growth and breaking new ground in the Nordics. We can't wait to see how Kajsa, Tova, Mikael, and Oscar will take TikTok to new heights in the future! If you're interested in joining them on our global team, visit our jobs page to browse open positions, and make sure to follow our LinkedIn for the latest updates.
