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Former exec at TikTok parent firm sues, citing ‘lawlessness’

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An advertisement for TikTok is displayed at Union Station in Washington on April 3, 2023

An advertisement for TikTok is displayed at Union Station in Washington on April 3, 2023 – Copyright POOL/AFP Kazuhiro NOGI

A former US-based executive of ByteDance, the Chinese company that owns TikTok, has sued it for wrongful dismissal, saying he was fired for sounding the alarm over what he called its “culture of lawlessness.”

The suit, filed by Yintao Yu in a San Francisco court, comes as political pressure has been growing in the US to ban TikTok. Critics say the popular platform allows Beijing to covertly collect users’ data and influence their opinions — something the company denies.

In his suit, Yu says that he discovered shortly after being hired in 2017 that ByteDance “was stealing” videos published on rival sites like Instagram and Snapchat and presenting them as its own.

Yu, who was ByteDance’s US head of engineering, says he notified company leaders about the problem, but the “intellectual property infringement continued unabated.”

He was fired in November 2018.

On Friday, Yu submitted an amendment to his original complaint — which was filed May 1 — accusing ByteDance of serving “as a useful propaganda tool for the Chinese Communist Party.”

He said he had seen ByteDance give prominence to content expressing “hatred for Japan,” while playing down posts supporting pro-democracy protesters in Hong Kong.

Yu said that Chinese government officials had a unit in the US office which “maintained supreme access to all the company data, even data stored in the United States.”

“My client is the most senior executive at ByteDance to come forward publicly,” Yu’s lawyer, Charles Jung, told AFP on Saturday.

He added: “My client is concerned about protecting American user data, about the ethical operations of the app and the well-being of ByteDance’s employees.”

The issue of access to personal data on American users has aroused growing concern among US authorities. In response, the company says it stores that data only on US-based servers.

At a congressional hearing in Washington in late March, TikTok boss Shou Zi Chew again reassured legislators that Beijing had no access to the US data. But several lawmakers expressed disbelief.

The White House recently threatened to ban TikTok in the US unless ByteDance sold it to an American company.

Yu asked the San Francisco court to issue an injunction forcing ByteDance to halt the practices listed in the complaint, and to pay him damages and interest, of which he promised to share a “substantial part” with Asian-American rights groups in the US.

ByteDance and TikTok did not immediately respond on Saturday to an AFP request for comment.

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New Guide Highlights Key Considerations for Effective TikTok Ads

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New Guide Highlights Key Considerations for Effective TikTok Ads

Looking to make TikTok a bigger focus of your marketing effort in 2024?

This will help. TikTok recently partnered with creator intelligence platform CreatorIQ to conduct an analysis of the key factors that make for a resonant TikTok promotion, culminating in a 26-page report which covers a range of key notes and tips for your planning.

You can download CreatorIQ’s full TikTok ads guide here, but in this post, we’ll look at some of the key notes.

The report is broken up into five key pillars of TikTok ads creation, which echo much of the best advice that’s been shared for the platform over time.

CreatorIQ’s five key TikTok marketing notes are:

  • Grab attention from the start
  • Foster a personal connection
  • Show your product in action
  • Use high-impact creative elements
  • Close with a clear call to action

For each of these elements, the guide digs deeper into how to enact them, and the critical considerations of each, including stats on effectiveness:

Tips on TikTok-specific trends and tools:

CreatorIQ TikTok Ads Report

As well as case study examples to underline each point:

CreatorIQ TikTok Ads Report

It’s a handy overview, with a range of valuable notes, though the main finding, above all of the creative pointers and advice, is that established creators perform better for TikTok promotions.

As per CreatorIQ:

The report found that creators overwhelmingly make the best-performing TikTok ads, with recommendations carrying more weight than traditional brand advertisements and celebrity spokespeople. In fact, after watching a creator-driven Spark Ad, 57% of TikTok community members say the creator is trustworthy, 56% say they can trust the brand because the creator shared it, and 71% say creator authenticity led them to buy a product.

So while there are a heap of practical notes and pointers for increasing the resonance of your in-app promotions – like this:

CreatorIQ TikTok Ads Report

The key point of emphasis is that creators make better TikToks, and thus, better ads, so partnering with relevant influencers in your niche is still likely a better way to go.

Some good considerations, and some valuable, data-backed tips, which could help to get your TikTok promotion plan on the right track in the new year.

You can download CreatorIQ’s full TikTok marketing report here.

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Adobe Highlights Rising Visual Trends in 2024 Creative Trends Report

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Adobe Highlights Rising Visual Trends in 2024 Creative Trends Report

Looking for creative inspiration for your 2024 strategic planning?

This will help. Today, Adobe has published its annual Creative Trends Report, which incorporates insights from Adobe’s 30 million+ Creative Cloud users, in order to determine rising visual styles of interest, which look set to resonate with audiences in the new year.

Based on its research, the Adobe team has established four creative trends that are worthy of note:

  • Calming Rhythms – Fluid and flowing forms that soothe the senses and support emotional balance
  • Wonder and Joy – Visuals that inspire a sense of awe, joy, and enchantment
  • Dynamic Dimensions – Where all dimensions and types of content seamlessly merge
  • The New Nostalgia – Contemporary interpretations of vintage styles

Adobe’s 22-page report, which you can download here (with email sign-up), provides more insight into each of these trends, along with various examples, and data that explains why they’re set to gain more momentum.

There are handy notes and insights for each, which help to illustrate how to use them in your process.

Adobe 2024 Creative Trends Report

Interestingly, a lot of the images used by Adobe in the report look like they’ve been created by generative AI. I don’t know that they have, but it is worth noting the composition in this regard, as another potential means to tap into these trends.

Adobe 2024 Creative Trends Report

The report provides some interesting perspective on rising visual trends, which could help in your planning. Maybe one of these resonates especially well with your branding, or aligns with what your target audience has been sharing.

Either way, some additional, data-backed considerations, which could be helpful in your process.

You can download Adobe’s “2024 Creative Trends Report” here.

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Elon Musk’s X and Amazon discuss potential collaboration

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Elon Musk’s X and Amazon discuss potential collaboration

In a significant development in the social media industry, Elon Musk’s social media platform, X, is reportedly engaging in preliminary discussions …

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