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You'll be dedicated and that's what you should want to be in anything in life – whether it's sports or academics or your relationship. It all stems from finding that fun, that thrill, that excitement.
–Brandi Chastain
Malik Naibi's career as a content creator and marketing strategist spans over a lifetime. We took a particular focus over the last nine years to dive into Malik’s impact on U.S.-foreign trade policies that garnered hundreds of millions of views. His deep understanding of both digital content creation and marketing has positioned him as one of the leaders in helping brands connect with audiences in meaningful ways across the globe!
Growing up in Granada Hills, California, Malik was inspired by both his community involvement and entrepreneurial drive. He began exploring digital media during his late teens, recognizing the potential of platforms like TikTok in transforming how brands engage with consumers. Over time, Malik used his platform to produce thought-provoking content, from educational videos to live commentary, while adding priceless soft skills to his repertoire and connecting complex topics to everyday people.
Malik went on to create Duke 65. The company specialized in helping international brands seamlessly expand into the U.S Market by crafting tailored go-to-market strategies. Leveraging the borderless nature of e-commerce and social media. Duke 65 empowers brands to navigate the complexities of entering a new market. By combining data-driven insights with creative storytelling they help global companies establish presence with U.S consumers.
One of the most significant developments in digital commerce is the rise of TikTok Shop. Regular TikTok, launched in 2016 by the Chinese company ByteDance and initially gained popularity in China as “Douyin”. In 2017, it merged with Musical.ly, expanding internationally. The app's short-form video format, appealing algorithms, and viral trends, became one of America’s favorite pastimes. In 2023, TikTok shop– the e-commerce platform on the app saw over 100 million sales on Black Friday, highlighting the growing dominance of its shopping platform.
The app has fundamentally changed the e-commerce landscape, offering a dynamic blend of social interaction and shopping, making it a serious competitor to traditional online retailers like Amazon. TikTok Shop isn’t just about convenience—it combines entertainment with commerce, creating a shopping experience that feels more organic and engaging.
A major innovation that TikTok has brought about is live commerce and affiliate marketing. Traditionally, affiliate marketing focused on links shared across blogs and stationary posts. TikTok now has introduced an interactive, real -time element to affiliate marketing, where influencers like Malik can use live broadcasts to directly engage audiences while promoting products. The shift has become revolutionary by integrating shopping experiences within their content, while providing consumers with instant access to purchases.
Beyond digital success Malik is deeply committed to his local community in Granada Hills, California. He is an active member of the Rotary club of Granada Hills and the Northern Valley Regional Chamber of Commerce, contributing to local service projects and causes. The community he chooses to involve himself in reflects his belief of impactful connections, whether it is business or his hometown.
Malik’s success exemplifies the new opportunities that digital platforms like TikTok Present for brands and content creators. His ability to merge cultural insight, creativity, and business acumen has made him a pivotal figure in transforming e-commerce. As TikTok continues to skyrocket shaping the future of shopping, Malik Naibi’s story underscores the growing influence of social media in global commerce and the immense potential for businesses to connect with customers in new, more authentic ways.
“Malik Naibi isn’t just a marketer—he’s a trailblazer in the digital age, transforming how brands connect with consumers. His ability to blend cultural insight, technological expertise, and creative storytelling makes him a standout figure in an industry that’s constantly evolving. For journalists and writers, his story is one of innovation, leadership, and the power of social media to shape the future of Commerce.”