The clock is ticking for TikTok in the U.S., but you may think otherwise based on the company’s recent PR efforts.
In case you missed it, the Beijing-based company behind the popular app has become public enemy number one in the eyes of some governments around the world due to privacy concerns. The app now faces the prospects of being blacklisted from the U.S. or acquired by an American company like Microsoft or Twitter. Last night, its newly minted CEO said he’s leaving.
There are legitimate privacy concerns regarding TikTok’s collection of user data and potential access from the Chinese government. And earlier this year, many people, including me, criticized the platform for its handling of LGBTQ content.
With its future in question, TikTok is turning to PR basics to build trust. Here’s a look at some of the tactics they’ve deployed before, and after, President Trump announced a potential ban of the platform in late July.
Consumer press announcements
In recent months, TikTok has thrown several announcements against the wall to see what will stick as well as steer the conversation away from the data controversy. Some of the actions the platform took predate the announcement of a potential U.S. ban due to mounting concerns surrounding data practices.
For example, TikTok announced a $200 million content creator fund to award top creators on the platform. Following Trump’s calls to ban the app, it also signed a deal with music publisher, UnitedMasters, which will allow artists who get their start on the platform to distribute music from TikTok directly to streaming platforms.
Numerous statements
When it comes to its biggest issue, sharing data, TikTok attempted to head off some of the controversy with a strongly worded statement in July. The platform promised to publicly release its code for anyone to review and stated in no uncertain terms that it has never provided U.S. user data to the Chinese government, and would never do so.
TikTok has continued to release statements against the current administration’s actions. One statement directly criticized the executive order levied against the platform, and another announced the launch of an information hub and Twitter account in order to set the record straight.
The statements reaffirmed the company’s commitment to the U.S. market, and reiterated its claim that it had never shared user data with the Chinese government.
A senior executive speaks to users
Creating a video featuring a senior executive is another PR basic used by TikTok. Vanessa Pappas, the U.S. general manager of TikTok, posted a defiant video to Twitter, the day after President Trump’s proposed ban. “We’re here for the long run; continue to share your voice here and let’s stand for TikTok,” she said.
By presenting a calm exterior in the face of mounting opposition, TikTok is attempting to assure its employees, investors and users that it doesn’t plan to go down without a fight.
Bottom line
From public statements to featuring top executives to continuous announcements, TikTok is turning to familiar PR tactics. The leadership at TikTok clearly understands how to leverage PR tactics to upend a narrative. Some may view it as rearranging the deck chairs on the Titanic, while others may see this as an essential way for TikTok to increase its brand value. Time will tell.