SOCIAL
TikTok Stars Win Injunction Against White House Executive Order, Keeping the App Running the US
Hey, remember all that talk about TikTok getting banned in the US? Yeah, not so much.
In the latest blow to the White House’s efforts to ban the Chinese-owned app, a group of TikTok stars have won an injunction against the Trump administration’s Executive Order, which could have still seen the app banned in the US on November 12th.
Now, there’s no timeline for any enforcement action that would suspend or ban TikTok in the US market.
To re-cap the TikTok vs US Government battle:
- On August 6th, US President Donald Trump issued two Executive Orders, which outlined separate bans on the operations of Chinese-owned social apps TikTok and WeChat within the US. The orders were each to take effect within 45 days of being signed, which gave both apps until September 20th to either sell to a US company, or face a full ban in America
- On September 19th, a day before the ban was set to hit TikTok, parent company ByteDance announced significant progress in a US takeover deal, with a consortium lead by Oracle and Walmart to buy the US operations of TikTok. The US Department of Commerce then granted an extension, giving TikTok till September 27th to finalize the details of the proposed takeover, or, again, it would face removal from the US app store
- WeChat, meanwhile, challenged the White House Executive Order in a US court, citing a lack of evidence for the concerns leveled against it. And it won, meaning that WeChat remains fully available in the US, pending a new hearing
- On September 27th, hours before TikTok’s new app store ban was set to take effect, it also won an appeal against the White House EO, citing the WeChat case as precedent, which meant that it too avoided a ban
- The court then set a November 4th hearing date for a follow-up on the TikTok ban in the US app store – while based on the original EO, TikTok still had till November 12th to finalize details of its full sell-off to a US-based company, or it still faced a complete ban in the US.
Now, TikTok’s forced sell-off is essentially a moot point – a filing lodged by TikTok creators Douglas Marland, Alec Chambers and Cosette Rinab, who collectively have over 7 million followers on the app, successfully argued that banning the app would rob them of their livelihoods.
As per the filing:
“[TikTok] gives content creators like Plaintiffs the opportunity to profit from the videos they post on TikTok. Plaintiff Rinab, for example, creates videos for fashion brands and other companies, and earns between $5,000 and $10,000 per video. Further, the exposure Plaintiffs have obtained through TikTok has resulted in promotional and branding opportunities. For instance, Plaintiff Chambers earned $12,000 for promoting the Extra gum brand in a TikTok video. […] Without access to the TikTok app, Plaintiffs will lose access to all of these followers, as well as to the professional opportunities afforded by TikTok.”
Pennsylvania District Court Judge Wendy Beetlestone ruled in favor of the trio, which, as noted, essentially leaves the original EO in limbo.
Interim Global Head of TikTok Vanessa Pappas posted this response to the case:
So, TikTok is safe, right? That’s the end of all the US ban talk?
Well, not quite. As noted, Washington District Judge Carl Nichols set a November 4th hearing date for the US government to re-state its case on its proposed ban on transactions with the app, due to its alleged Chinese Government connections.
Whether that hearing is now abandoned due to this finding is unclear, but essentially, the US Government can still appeal the findings and seek to push forward with the original TikTok ban.
But the timing could be key. The US Election is on November 3rd, and depending on the outcome, the push against TikTok from the White House could be very different come November 4th.
That could mean that for all the talk, for all the discussion, for all the headlines about the US banning the app, in the end, absolutely nothing may have changed for TikTok. Other than losing a CEO, and gaining a heap of publicity, boosting awareness of the app. Other than that, TikTok is currently under no additional restrictions of limitations, and has thus far had every case against it thrown out.
At the end of the day, the fact remains that while there is a lot of speculation around TikTok’s potential links to the Chinese regime, and how such could be used by the CCP, the actual evidence remains fairly thin.
There had been some concerns that the challenges to the White House EO could look bad for the US Government, but right now, the Trump Administration has various other battles to fight.
If Trump wins next week, maybe we’ll see an escalation in the efforts to kick TikTok out of the US. But right now, it looks like there’ll be no change to the app.
SOCIAL
Snapchat Explores New Messaging Retention Feature: A Game-Changer or Risky Move?
In a recent announcement, Snapchat revealed a groundbreaking update that challenges its traditional design ethos. The platform is experimenting with an option that allows users to defy the 24-hour auto-delete rule, a feature synonymous with Snapchat’s ephemeral messaging model.
The proposed change aims to introduce a “Never delete” option in messaging retention settings, aligning Snapchat more closely with conventional messaging apps. While this move may blur Snapchat’s distinctive selling point, Snap appears convinced of its necessity.
According to Snap, the decision stems from user feedback and a commitment to innovation based on user needs. The company aims to provide greater flexibility and control over conversations, catering to the preferences of its community.
Currently undergoing trials in select markets, the new feature empowers users to adjust retention settings on a conversation-by-conversation basis. Flexibility remains paramount, with participants able to modify settings within chats and receive in-chat notifications to ensure transparency.
Snapchat underscores that the default auto-delete feature will persist, reinforcing its design philosophy centered on ephemerality. However, with the app gaining traction as a primary messaging platform, the option offers users a means to preserve longer chat histories.
The update marks a pivotal moment for Snapchat, renowned for its disappearing message premise, especially popular among younger demographics. Retaining this focus has been pivotal to Snapchat’s identity, but the shift suggests a broader strategy aimed at diversifying its user base.
This strategy may appeal particularly to older demographics, potentially extending Snapchat’s relevance as users age. By emulating features of conventional messaging platforms, Snapchat seeks to enhance its appeal and broaden its reach.
Yet, the introduction of message retention poses questions about Snapchat’s uniqueness. While addressing user demands, the risk of diluting Snapchat’s distinctiveness looms large.
As Snapchat ventures into uncharted territory, the outcome of this experiment remains uncertain. Will message retention propel Snapchat to new heights, or will it compromise the platform’s uniqueness?
Only time will tell.
SOCIAL
Catering to specific audience boosts your business, says accountant turned coach
While it is tempting to try to appeal to a broad audience, the founder of alcohol-free coaching service Just the Tonic, Sandra Parker, believes the best thing you can do for your business is focus on your niche. Here’s how she did just that.
When running a business, reaching out to as many clients as possible can be tempting. But it also risks making your marketing “too generic,” warns Sandra Parker, the founder of Just The Tonic Coaching.
“From the very start of my business, I knew exactly who I could help and who I couldn’t,” Parker told My Biggest Lessons.
Parker struggled with alcohol dependence as a young professional. Today, her business targets high-achieving individuals who face challenges similar to those she had early in her career.
“I understand their frustrations, I understand their fears, and I understand their coping mechanisms and the stories they’re telling themselves,” Parker said. “Because of that, I’m able to market very effectively, to speak in a language that they understand, and am able to reach them.”Â
“I believe that it’s really important that you know exactly who your customer or your client is, and you target them, and you resist the temptation to make your marketing too generic to try and reach everyone,” she explained.
“If you speak specifically to your target clients, you will reach them, and I believe that’s the way that you’re going to be more successful.
Watch the video for more of Sandra Parker’s biggest lessons.
SOCIAL
Instagram Tests Live-Stream Games to Enhance Engagement
Instagram’s testing out some new options to help spice up your live-streams in the app, with some live broadcasters now able to select a game that they can play with viewers in-stream.
As you can see in these example screens, posted by Ahmed Ghanem, some creators now have the option to play either “This or That”, a question and answer prompt that you can share with your viewers, or “Trivia”, to generate more engagement within your IG live-streams.
That could be a simple way to spark more conversation and interaction, which could then lead into further engagement opportunities from your live audience.
Meta’s been exploring more ways to make live-streaming a bigger consideration for IG creators, with a view to live-streams potentially catching on with more users.
That includes the gradual expansion of its “Stars” live-stream donation program, giving more creators in more regions a means to accept donations from live-stream viewers, while back in December, Instagram also added some new options to make it easier to go live using third-party tools via desktop PCs.
Live streaming has been a major shift in China, where shopping live-streams, in particular, have led to massive opportunities for streaming platforms. They haven’t caught on in the same way in Western regions, but as TikTok and YouTube look to push live-stream adoption, there is still a chance that they will become a much bigger element in future.
Which is why IG is also trying to stay in touch, and add more ways for its creators to engage via streams. Live-stream games is another element within this, which could make this a better community-building, and potentially sales-driving option.
We’ve asked Instagram for more information on this test, and we’ll update this post if/when we hear back.
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