The Beyond Impact Group under M-Commerce began as a quiet internal project, tested for nearly three years before it was formally introduced. What started as an experiment in creator-driven commerce has now evolved into one of the company’s strongest pillars, aligning creativity, authenticity, and conversions on TikTok.
Mr. Ayman Alih, creator strategy director of Beyond Impact Group, explained that TikTok operates through various pillars—livestreaming, creatives, commerce—but Beyond Impact focuses on the powerful middle ground where entertainment meets selling. “On TikTok, you can entertain and you can sell. But there’s a space where you can do both,” he said. “That’s where strategy, creativity, and real storytelling work together.”
In its early stages, the team didn’t immediately achieve big wins. But by 2024, a breakthrough partnership with one brand proved the model’s effectiveness. The success prompted M-Commerce founders Huawei and Mycel to elevate Beyond Impact from a mere department into a full-scale business unit. Today, the group manages over 7,000 creators and supports 24 local and international brands, offering performance-driven content and creator management strategies.
A key part of their framework is the AITL model—awareness, interest, trust, and loyalty—which guides how creators influence audiences. Ayman highlighted the growing relevance of key opinion consumers (KOCs), whose genuine experiences often outperform polished commercial-style ads. “Gen Z knows when content feels forced. Authenticity always wins,” he emphasized.
Beyond Impact continues to train creators of all sizes. Workshops include data analysis, content refinement, and personal branding. “Every content we consume shapes culture,” he said. “Creators must be intentional.”
The digital landscape has also shifted power dynamics. “Before, creators needed brands. Today, brands need creators,” Ayman explained. With consumers choosing what, when, and whom to watch, creators have become central platforms, not just endorsers. Their influence reaches beyond sales. He shared an example of a foreign creator reviewing a Southeast Asian pancake, which unexpectedly sparked increased demand in the Philippines. “Creators today don’t just influence brands—they influence economies.”
For aspiring creators, Ayman shared a direct message: success requires consistency, visibility, and passion. “You’re competing with millions globally. One viral video isn’t enough. You must show up, create, and stay active.”
Filipino creators often struggle with personal branding and strategic content, and Beyond Impact aims to help them overcome these gaps through guidance in storytelling, positioning, and impactful content creation.
With a bold vision to grow from 7,000 creators today to 1 million by 2030, Beyond Impact is committed to shaping the future of the creator economy and strengthening the bridge between creators, brands, and audiences.
