SOCIAL
TikTok Responds to Possible US Ban: “We’re Not Planning on Going Anywhere”
Are we close to saying goodbye to TikTok?
On Friday evening, speaking to the press pool, US President Donald Trump said that TikTok would soon be banned in the US, sparking an outpouring of emotional responses from the app’s users, and a major surge in downloads of alternate video apps.
The speculation prompted a response from TikTok, with US General Manager Vanessa Pappas posting this video message:
TikTok additionally issued this official response:
“These are the facts: 100 million Americans come to TikTok for entertainment and connection, especially during the pandemic. We’ve hired nearly 1,000 people to our US team this year alone, and are proud to be hiring another 10,000 employees into great paying jobs across the US. Our $1 billion creator fund supports US creators who are building livelihoods from our platform. TikTok US user data is stored in the US, with strict controls on employee access. TikTok’s biggest investors come from the US. We are committed to protecting our users’ privacy and safety as we continue working to bring joy to families and meaningful careers to those who create on our platform.”
This is in line with TikTok’s more recent push to underline its benefit to the US economy – at a time when jobs are shrinking due to the impacts of COVID-19, TikTok is looking to invest, it’s looking to build while most are doing the opposite. The US Government can’t say no to that, right?
But then again, the proposed ban is not about that – the Trump administration is either concerned about potential spying by the Chinese Government, or its looking to enact a form of punishment against China for the COVID-19 outbreak.
Which is the bigger consideration is something of a moot point, as the outcome is largely the same, but it is interesting to note the various elements at play within the wider debate around the app’s future.
There are also a couple of key notes worth highlighting in TikTok’s statement. First off, as per TikTok itself, the platform currently sees around 100 million active users. That’s a significant amount, but the figure that you more commonly see presented in relation to TikTok is total downloads. TikTok reached 2 billion total downloads earlier this year, but it’s worth pointing out that total downloads and total users are completely different things. Downloads, in some ways, reflect popularity, but 100 million active users is far less than Twitter, Snapchat, Instagram, etc. Even Vine had double that amount at its peak.
TikTok is growing, and it is significant, but the impression many have is that it’s bigger than it is due to the focus on total download stats. This is a relevant note in measuring its cultural impact.
But the most important thing to take away from TikTok’s statement is this:
“TikTok US user data is stored in the US, with strict controls on employee access.”
What TikTok doesn’t, and can’t say: “TikTok user data cannot be accessed by the Chinese Government”.
TikTok can’t say this, because it can be – under China’s cybersecurity laws, the CCP can request internal data from any Chinese-owned company for the benefit of the republic. TikTok can’t escape this, which is why it’s being put under pressure to separate its operations from its Chinese parent company, ByteDance – which, following Trump’s threat to ban it, it is now willing to do. It’s unclear if that will appease the Trump administration enough to allow it to keep running in the US.
As noted, it’s also unclear exactly what the main purpose of Trump’s ban threat is. Earlier this month, Trump said that he was considering banning TikTok as a form of punishment against China for COVID-19.
As per Trump:
“[TikTok is] a big business. Look, what happened with China with this virus, what they’ve done to this country and to the entire world is disgraceful.”
Trump said that banning TikTok was one of “many options” that he was considering to hit back at Beijing over what he perceives as a failure on its part to contain the virus. In which case, it’s not even about the company’s Chinese Government links – though US Secretary of State Mike Pompeo has additionally noted that any move to ban the app would be in order “to deny the Chinese Communist Party access to the private information that belongs to Americans”.
Some have speculated that Trump’s latest threat is actually a bullying tactic – as per Bloomberg News reporter Jennifer Jacobs.
Sources tell @KurtWagner8 and me they believe Trump’s pledge to ban Tiktok is *negotiation tactic.* He’s pressuring TikTok owner into selling 100% to a US company/fully disentangling from Chinese—which they haven’t yet agreed to. Transfer details big issue for @stevenmnuchin1.
— Jennifer Jacobs (@JenniferJJacobs) August 1, 2020
The most likely partner in this respect, according to reports, could be Microsoft, which is weighing an acquisition of the short-form video app. Which seems like an odd fit, but it would put TikTok wholly into US ownership, which may also please President Trump as it would essentially be stopping any US-originated revenue from heading back to a Chinese organization.
It depends, then, what the actual motivations for a TikTok ban actually are, and how the White House considers TikTok’s moves to address the concerns.
Will TikTok be banned? No one knows for sure, but certainly, it could happen. And if the US bans it, it’s not hard to imagine other western nations may follow suit.
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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