TikTok and Visa have launched a strategic initiative aimed at supporting small and medium-sized businesses (SMBs) in the UAE, combining marketing incentives with access to training and digital tools. The program, which began on July 1, is designed to lower the barrier to entry for SMBs looking to advertise on TikTok and tap into the platform’s growing influence across the region.
As part of the initiative, first-time users of TikTok Ads Manager in the UAE who spend $250 using a Visa Commercial card will receive $150 in TikTok Ad Credits. The offer runs through September 30, 2025, and is part of a broader effort to help local entrepreneurs build brand visibility and engage new audiences through short-form video content.
In addition to financial incentives, participating SMBs will gain access to several exclusive benefits. These include live masterclasses, interactive Q&A sessions with TikTok experts, and curated content from the “Grow with TikTok Resource Hub.” To further encourage early participation, the first three businesses to register will receive a professionally produced ad created by a TikTok content creator—providing a tangible head start in the platform’s creator-driven ecosystem.
The program comes at a time when digital adoption across the UAE is accelerating, particularly among small businesses that have traditionally relied on brick-and-mortar sales or word-of-mouth marketing. By bridging the gap between digital creativity and financial enablement, TikTok and Visa aim to offer a more holistic support model—one that not only helps SMBs go online but also helps them stand out.
Representatives from both companies framed the collaboration as aligned with the UAE’s broader digital transformation goals. “SMBs are the heart of the UAE’s economy, and we are committed to helping them thrive in the digital era,” said Joanne Chehab, Head of Business Partnerships for MENA at TikTok. She emphasized that the partnership delivers not just tools and training, but also a platform for creative expression tailored to a digitally native audience.
Visa echoed this sentiment, positioning the initiative as an extension of its ongoing commitment to entrepreneurial growth. “Through our collaboration with TikTok, we are enabling businesses to access new customers not only through digital marketing but also equipping them with the skills needed to succeed,” said Salima Gutieva, Visa’s VP and Country Manager for the UAE.
For Visa, this is part of a broader regional strategy that includes financial literacy, access to digital payment solutions, and scalable tools for business owners. For TikTok, it represents a continued push to solidify its relevance as a marketing platform for businesses of all sizes—not just major brands.
As small businesses in the UAE look for ways to remain competitive in a digital-first economy, partnerships like this may offer both visibility and practical support. And with TikTok’s growing presence in the region, combined with Visa’s established role in digital commerce, the collaboration gives SMBs a chance to expand their reach with lower upfront costs and higher creative potential.
