There’s a lot of buzz surrounding the social platform TikTok. With concerns about the safety and security of user data, and China’s influence on the app, some countries are considering a ban – if they haven’t already done so. While TikTok is a huge advertising stream for many companies, the future of TikTok remains uncertain. Read on to learn more about the current TikTok situation.
The Situation
The situation with TikTok is an important one. It brings up issues surrounding internet safety, privacy, and the security of personal information. Here are some key points about the situation with TikTok that will help you get caught up if you haven’t been following the news.
- Many countries have banned TikTok, particularly on government-issued devices, as is the case here in Canada.
- Some are concerned about how the app might negatively impact teens and vulnerable underage users.
- The U.S.A. has brought up concerns about how the app uses the personal information and data it collects, as well as the possibility that China could glean critical government or national security information.
- President Biden has threatened a TikTok ban, especially if the company cannot prove there’s some separation between TikTok’s China-based parent company, ByteDance.
- TikTok CEO Shou Zi Chew testified in Congress over the specific concern that ByteDance, the company that owns TikTok, shares or sells data to the Chinese Communist Party.
- TikTok’s CEO was unable to definitively say that TikTok wouldn’t sell its data to China nor that the company wouldn’t promote certain messages from the Chinese Communist Party.
Will They Ban TikTok?
Many countries have already banned the app, mostly on government-issued devices and/or for government employees. The countries that have banned TikTok in some form include:
- Canada
- Afghanistan
- Australia
- Belgium
- European Union
- France
- India
- Netherlands
- New Zealand
- Norway
- Pakistan
- Taiwan
- United Kingdom
- United States
Meanwhile, TikTok has stated that they do not share data with the Chinese government. But, based on the testimony from TikTok’s CEO, lawmakers and the countries with concerns are not convinced that their data and information are safe. The U.S.A. has requested that ByteDance sell off TikTok otherwise they will ban the app.
In an effort to appease the U.S., called “Project Texas,” TikTok offered to relocate all their U.S. user data to domestic servers. Still, government officials don’t know if this is enough. Outside of the U.S., lawmakers and other officials are also concerned about national security.
Though it does seem likely, the possibility of a TikTok ban remains uncertain at this point. Other organizations like Fight for the Future and the Center for Democracy and Technology, as well as many TikTok users, oppose a nationwide ban, saying that it goes against constitutional rights to freedom of expression. It’s clear that an attempt to ban TikTok on a national level would be politically very difficult.
Impact on Social Media Marketing
If TikTok was to be banned, what would be the impact on marketers and advertisers? Considering the fact that TikTok helps companies reach wide audiences, pulling back or halting ad spending on the platform could limit a company’s potential growth. The app also plays a role in organic marketing and viral moments.
Ultimately, advertising on TikTok can be fruitful but it’s a risk and it can send the wrong message, especially with tensions so high between China and the West. Many companies recognize the instability and security concerns of TikTok and are choosing to invest in more established platforms and limit their ad spending on TikTok.
Whatever the end result, this negative attention and uncertainty alone can be harmful to companies that advertise on the platform. Just the association could hurt their image. As such, we’ll likely see more businesses refrain from or put a stop to TikTok advertising completely as the situation evolves. Investing more in Facebook and Instagram advertising is certainly a more stable investment. In fact, about 80% of Canada’s population has Facebook, so it’s an ideal way to speak directly to Canadians. It’s also the best for getting website clicks while Instagram is excellent for improving brand awareness. Plus, you can sell your products directly through Instagram.
These platforms have been around for a long time, they’re stable and widely used. They’re a safe investment and provide a strong ROI. That’s why iDIG continues to market and advertise via these platforms, in addition to LinkedIn.
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idig Marketing is a full-service digital agency that generates meaningful website traffic and drives high-value leads to your organization. By optimizing organic content with paid advertising our custom methodology is adapted to meet your requirements and exceed your objectives.
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