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TikTok lämnar in ny framställning till USA:s appellationsdomstol

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TikTok, the controversial video-sharing app owned by Chinese tech conglomerate ByteDance, is expected to be officially banned in the U.S. as of today, per an executive order issued by President Donald Trump in August. The White House views the platform as a threat to national security, charging it could share sensitive information on U.S. consumers with Chinese authorities — an allegation TikTok fiercely contests, including through a lawsuit against the government.

But while the deadline for TikTok to secure a sale that could preserve its business in a key market is finally here, one would be hard-pressed to tell the platform is facing an existential crisis on the surface. Marketing Dive easily downloaded and accessed TikTok from the Apple App Store Thursday morning, and marketers, too, appear to be holding fast with their efforts on the app.

“TikTok has continued to grow and thrive through multiple past ‘deadlines,’ and we believe we’ll see that again now,” Evan Horowitz, chief executive at Movers+Shakers, an agency that develops TikTok campaigns for brands like e.l.f. Cosmetics and NYX, said over email. “All of our clients are moving full speed ahead with their TikTok campaigns and TikTok channels.”

Even TikTok seems perplexed by the state of affairs, The Verge reported. ByteDance and TikTok on Wednesday filed a petition in the U.S. Court of Appeals claiming they’ve stopped receiving communication in recent weeks from the Committee on Foreign Investment in the United States, the agency group reviewing the app’s business, after asking for a 30-day extension to iron out an agreement. The companies are hoping the appeals court grants them some additional lead time to work out a deal, as one tentatively cleared by Trump involving Oracle and Walmart taking on ownership of TikTok remains in flux pending the stamp of approval from Chinese officials, per Quartz. Additionally, the government still has until midnight tonight to issue an extension, Carl Tobias, a law professor at the University of Richmond, told Bloomberg.

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Which is to say that marketers hoping Nov. 12 would bring some finality to the TikTok saga are likely to be disappointed, if they’re still paying careful attention to the months-long imbroglio at all.

“My suspicion is that most marketers will care more about brand safety from the perspective of inappropriate and offensive content than anything relating to accusations around national security,” Alex Bronwsell, media editor at the researcher WARC, said over email. “As long as TikTok offers mass scale and helps them to engage otherwise hard to reach consumers, advertisers will likely be content to ride the waves of any political controversy — until such a time, of course, that consumer sentiment sours in a meaningful or lasting way.”

No signs of slowing down

When President Trump first issued an executive order pressing ByteDance to divest TikTok’s U.S. business over the summer, it set off a mad scramble speculating over the fate of one of the most exciting and innovative apps to hit the market in years.

TikTok has experienced explosive growth and become a favorite of young consumers who are elusive on traditional media channels, an enviable position that’s been strengthened as social media usage continues to spike during the pandemic. Marketers have subsequently flocked to the platform in droves, while TikTok has built out a stronger reklam- business, including by introducing its first global marketing platform over the summer. The app in recent weeks has signed extensive deals with Sony Music and the e-commerce platform Shopify.

Upward momentum for TikTok has been steady and strong enough that aggression from the White House has almost become a secondary consideration, as suggested by Brownsell. The Trump administration has also experienced some key setbacks.

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An order that intended to prevent new downloads or software updates to TikTok starting Sept. 20 was blocked by Judge Carl Nichols of the U.S. District Court in Washington, ensuring the app could continue to acquire users and maintain its functionality. Then, late last month, a federal judge in Pennsylvania issued a separate injunction against restrictions against the app that were set to go into effect today, while not preventing the entire ban order from taking hold.

“There’s been some level of uncertainty about TikTok’s future for over a year now, and the demand for TikTok among marketers has grown exponentially,” Horowitz said, noting that his agency has recently signed blue-chip companies like Amazon och Disney to make their TikTok debuts.

The executive added that Movers+Shakers has “a big pipeline of launches” planned for the first quarter of next year as well.

‘Arbitrary and capricious’

In the petition to the U.S. Court of Appeals, TikTok and ByteDance described the Trump administration’s actions as “arbitrary and capricious” and pleaded with the court to review the situation and stop the forced divestiture of the app’s operations, per The Wall Street Journal.

If the White House remains as inattentive to the issue as the companies allege, and if the administration of projected president Biden is friendlier to Chinese businesses, it’s possible that TikTok will be able to land on sturdier footing in the months ahead, helping to enshrine its dominant status in the video app space. However, marketers should still be planning for any scenario, including an outright shutdown.

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“Most U.S. marketers, in tandem with their agencies, will have put in place contingency plans in the event of a ban — while seeming unlikely, it won’t come as a total shock,” Brownsell said.

“We would expect most brands to redirect investment towards other platforms that can deliver youthful audiences, including Instagram, Snapchat and YouTube,” Brownsell added. “A temporary ban would allow advertisers to measure the contribution of TikTok to its marketing effectiveness, which is no bad thing. A longer ban, however, would result in further fragmentation of Gen Z audiences, making life harder for marketers chasing those audiences.”

Socialmediatoday.com

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Intresset för att lämna Twitter växer i takt med att Musks grepp skärps

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Twitter is changing under new owner Elon Musk

Twitter is changing under new owner Elon Musk – Copyright AFP/File Ben STANSALL

Analysis of Google Trends data reveals that web search trends for ‘Delete Twitter Account’ in the U.S. grew 335 percent on 1st week of November, 2022, around the same day when Elon Musk officially bought Twitter for $44 billion. Atypical for a takeover on this scale, the process was played out in public.

Many of the concerns are connected with the apparent right-wing shift in terms of the social media platform’s ethos that is being constructed as the result of Musk’s acquisition.

This finding came from a business-to-business networking site called SeeBiz. The company also saw a major increase in Google web search trends for other variations like “deactivate Twitter”, “delete twitter”, “how to deactivate twitter”, “deactivate twitter account” etc. All the search term variations related to delete twitter are following same increasing trend as per the Google.

Elon Musk dubbed himself ‘Chief Twit’ in his Twitter profile and listed his location as the company’s San Francisco headquarters, as the deadline nears for him to complete his buyout. – Copyright AFP Hector RETAMAL

Enligt Richard Seymour writing in The Guardian, Musk has not purchased Twitter as the outcome of sound business analysis. Instead, this is part of political project and the consequences are unlikely to be positive. Seymour writes that Musk: “Notoriously rules by fear, breaking the law, busting unions and firing employees who criticise him. He appears to want to establish the same pattern at Twitter, based on his apparently unassailable conviction that he knows best.”

The chaos surrounding Elon Musk and his Twitter takeover seems to have upset a lot of the social media platform’s user base. Similar increase in trend these terms was also seen in the last week of April 2022, when Twitter initially announced that it had come to an agreement with Elon Musk.

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Analysis was also performed on the same trend in Google search volume as well:

Keywords and phrases Jul-22 Aug-22 Sep-22 Oct-22 Increase %
delete twitter account 60,500 60,500 49,500 110,000 94%
deactivate twitter 4,400 4,400 3,600 8,100 96%
delete twitter 5,400 5,400 4,400 12,100 139%
how to delete twitter 6,600 6,600 3,600 6,600 18%
how to deactivate twitter 3,600 2,900 2,900 5,400 72%
deactivate twitter account 1,600 1,600 1,300 2,900 93%
how to delete your twitter account 2,400 2,400 1,900 3,600 61%
how to delete twitter account permanently 1,000 1,000 1,000 1,900 90%
how to delete my twitter account 1,600 1,300 1,300 3,600 157%
how do I delete my twitter account 1,900 1,900 1,600 8,100 350%

In the U.S., the reaction to the buyout has been split along partisan lines, with praise for Musk’s planned reforms and vision for the company, particularly his calls for greater free speech coming from those of a conservative leaning. In contrast, Musk has received harsh criticism over fears of a potential rise in misinformation, disinformation, harassment, and hate speech on the platform, from those of a liberal or social democratic persuasion.

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