TikTok is investing millions in a marketing blitz, tagged #KeepTikTok, as the Senate considers a bill that could force the company’s Chinese owner, ByteDance, to sell the app or face a national ban.
The app has been criticized by lawmakers from both parties, who believe it could endanger American users’ private data or be used as a Chinese propaganda tool.
The NY Times reports TikTok has spent at least $3.1 million on advertising time for commercials scheduled to run through April. The company is heavily targeting presidential election battleground states like Pennsylvania, Nevada, and Ohio. Additionally, TikTok has invested over $100,000 in Facebook and Instagram ads recently.
TikTok’s marketing efforts aim to reshape the perception of the company among lawmakers and the public. The company vehemently opposes the bill, framing it as an outright ban that threatens free speech rights and small businesses nationwide. As the battle continues, TikTok seeks to emphasize its positive impact beyond superficial content, showcasing nuns, veterans, and ranchers who find value in the platform.
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