SOCIAL
TikTok Remains Available in US as Latest Deadline for its Forced Sale Passes
Honestly, it feels like such a long time ago that the US Government issued an Executive Order which called for the sale of TikTok to a US business, or it would face a full ban in the region. So much has happened since then, but going on the technical details of the initial EO, TikTok should have been either sold or banned in the US by now.
But it hasn’t been, and it isn’t.
After a range of court challenges and judgments, the timeline for the TikTok sell-off has been extended and changed multiple times, but the most recent, still standing deadline from the original Order stated that TikTok needed to be sold to a US company by December 4th, or it would be banned outright.
But that, of course, was last Friday, and TikTok is still here. Why is that?
According to The New York Times, the deadline for a TikTok sell-off has not been extended (again), but at the same time, the US Government has “no plans to take no immediate action in response to the lapsed cutoff”. Officials will reportedly allow the ongoing takeover discussions between TikTok’s parent company ByteDance, and its chosen suitors, in an Oracle/Walmart led consortium, to continue, with a view to a sell-off of the app in the near future.
But if that doesn’t happen, no one seems to be clear on what comes next.
As noted, various court challenges have found the basis of the original White House Executive Order to be inadequate, due to a lack of evidence to support claims of alleged spying, censorship, and more. Numerous concerns have been raised with respect to TikTok’s possible sharing of user data with the Chinese Government, but thus far, there’s no evidence to suggest that this has occurred, which is why the TikTok ban has not been enacted.
Instead, it’s been pushed out, with deadlines extended to resolve the situation amicably. But as more and more challenges have been heard and upheld – including one from a group of TikTok influencers who successfully argued that the ban would harm their livelihood – it’s become increasingly clear that the original EO will not stand, and that the US Government would need to either produce new evidence, or take an alternate approach, in order to impose sanctions on the app.
Which it could do, but that would require more direct action under the President’s national security powers, and with various other concerns weighing on his mind at present, it seems that TikTok is the least of President Trump’s considerations.
So, TikTok, as it currently stands, won’t be banned, even if it’s not sold off, but the negotiations over its sale to the Oracle/Walmart group are still ongoing. In theory, at least.
It actually seems like the negotiations may be on hold until the new President is sworn in, and if Biden doesn’t see TikTok as a significant threat, in the way that Trump did, it seems likely that the case will simply fade away.
Right now, there’s no impact – TikTok remains available, as normal, and remains under the ownership of ByteDance. Whether that will change in future, we don’t know, as there’s now no deadline for a sale, and no defined path for future action if it isn’t sold off.
By February, we should have a clearer view, but it seems likely that for all the discussion and debate, TikTok will continue on its march toward a billion users.
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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