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Ray (Jiayi) Cao is the global head of product strategy and operations for monetization product at TikTok. Prior to TikTok, Ray spent six years at Google helping scale Google Shopping globally. In our conversation, we discuss:

\u2022 TikTok\u2019s internal culture and core values

\u2022 How TikTok\u2019s product team operates

\u2022 How working at TikTok is different from working at Google

\u2022 How TikTok rolls out to new markets

\u2022 TikTok\u2019s core principle of \u201ccontext, not control\u201d

\u2022 How their sales and product teams work together

\u2022 Lessons (and mistakes) from building TikTok\u2019s early go-to-market team

\u2022 The importance of hiring for quality rather than quantity

\u2022 Insights on being successful on TikTok as a creator, a business, and an advertiser

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Find the full transcript at: https://www.lennysnewsletter.com/p/inside-tiktok-culture-strategy-monetization

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Where to find Ray Cao:

\u2022 LinkedIn: https://www.linkedin.com/in/jiayiraycao/

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Where to find Lenny:

\u2022 Newsletter: https://www.lennysnewsletter.com

\u2022 X: https://twitter.com/lennysan

\u2022 LinkedIn: https://www.linkedin.com/in/lennyrachitsky/

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In this episode, we cover:

(00:00) Ray\u2019s background

(04:55) Cultural differences between Google and TikTok

(08:24) Fine-tuning the algorithm for different markets

(12:15) Examples of fine-tuning the algorithm

(15:11) Core principles and values of TikTok

(19:34) Hiring at TikTok

(21:38) Embracing the \u201calways day one\u201d mentality

(25:09) Collaboration between teams

(28:38) Amazon\u2019s cultural influence

(31:14) Setting up the product organization for speed and innovation

(35:38) Building the go-to-market team

(40:18) What makes people successful at TikTok

(43:02) Thoughts on putting in long hours

(44:40) OKRs and planning at TikTok

(49:12) Tips for how to be successful on TikTok

(53:49) Tips for advertising on TikTok

(01:04:03) Getting started with TikTok Ads

(01:08:42) Common mistakes to avoid with TikTok advertising

(01:09:44) Ray\u2019s favorite TikTok account

(01:10:54) Where to find Ray

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Referenced:

\u2022 TikTok: https://tiktok.com/

\u2022 Google Shopping: https://shopping.google.com/

\u2022 Eugene Wei\u2019s blog: https://www.eugenewei.com/

\u2022 TikTok and the Sorting Hat: https://www.eugenewei.com/blog/2020/8/3/tiktok-and-the-sorting-hat

\u2022 How Netflix builds a culture of excellence | Elizabeth Stone (CTO): https://www.lennyspodcast.com/how-netflix-builds-a-culture-of-excellence-elizabeth-stone-cto/

\u2022 Inside OpenAI | Logan Kilpatrick (head of developer relations): https://www.lennyspodcast.com/inside-openai-logan-kilpatrick-head-of-developer-relations/

\u2022 Brian Chesky\u2019s new playbook: https://www.lennyspodcast.com/brian-cheskys-new-playbook/

\u2022 Lead with Context not Control: https://www.svpg.com/lead-with-context-not-control/

\u2022 Shuba on TikTok: https://www.tiktok.com/@tiktokbrownchick

\u2022 Duolingo on TikTok: https://www.tiktok.com/@duolingo

\u2022 Duolingo leagues: https://duolingo.fandom.com/wiki/League

\u2022 CapCut: https://www.capcut.com/

\u2022 Amanda Talijan (silent baby item reviews) on TikTok: https://www.tiktok.com/@amanda_talijan/video/7321700482018233642

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Production and marketing by https://penname.co/. For inquiries about sponsoring the podcast, email podcast@lennyrachitsky.com.

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Lenny may be an investor in the companies discussed.