In an emotional advertisement running on Facebook and Instagram last month, a young woman, Katie, talks about the diagnosis of a disease that resulted in kidney failure at the age of 19.
Thanks to the foreign kidney, he continued, he was here today. “For some people, having Tiktok literally saving life,” the company wrote in a caption spots from a tear of smiling emoji.
The messages are part of a new advertisement by Tiktok, the popular application of social media owned by the Chinese Internet Giant Bytedance. The campaign frames Tiktok as a US savior and small business champion, as the application is hitting the April 5th deadline to sell the company to a non -Chinese owner or to face a ban in the United States. President Trump, who stopped a federal law calling for Tiktok’s sale due to national security concerns related to his ties with China, said he would give the application more time for an agreement if needed.
But Tiktok does not seem to be likely.
In the last two months, the company has placed Wallpaperton Washington in marketing, bought wraparound ads in the printing versions of the New York Post, the Wall Street Journal and the New York Times and threw money on national ads. (Continuing the subject of life salvation, Tiktok’s ads have also presented a creator who sells a product that helps manage CPR.)
Tiktok is trying to be entitled to himself, as the Supreme Court in January unanimously supported the law that effectively prohibits the implementation and the platform darkened in the United States for about 12 hours. Tiktok, who spent about $ 5 million on advertising advertising in February and March last year, when Congress first discussed the ban, has already spent more than $ 7 million in the same months this year, according to an adimpact company.
Tiktok “is trying to increase the public feeling in favor of the company,” said Lindsay Gorman, Managing Director of the Technology Program at the Marshall German Fund and a Technology Consultant under the management of Biden. “This movement to” save Tiktok “has not been removed at the 11th hour of these negotiations.”
Tiktok refused to comment.
In addition to ads, the company is largely acting as if it’s a regular job. Since February, Tiktok has assured the creators that he believes he has a future in the United States, mainly because of Trump’s administration, many creators said.
“It’s 180 in total,” said H. Lee Justine, creator and writer Tiktok. “Back in January, if you were in the app, you heard about the ban every day. It’s not even on my page for you now – no one is talking about it.”
Mrs Justine was among the creators who participated in an information call in February with Tiktok executives, including Michael Beckerman, head of Tiktok’s public policy for America, whose tone was about her spirits.
“They were really, really optimistic,” said Ms. Justine.
Advertising costs on the platform seem to have recovered this month. Many big brands had stopped marketing on the platform before the ban in January and did not fully return in February, according to Mikmak data, a software company that monitors ads that lead to retail sales for more than 2,000 brands. The law required the app store such as Apple and Google to remove Tiktok and these companies did not restore it by mid -February. So far, in March, Mikmak has seen advertising from Tiktok to return to the same level as in the fourth quarter.
“There is really no channel out there that does what Tiktok is doing, and until the brands are said otherwise they can no longer spend dollars there, they will do it,” said Rachel Tipograph, Managing Director of Mikmak.
The company also plans to appear at industry events, including a prominent gathering for advertisers in New York, in the coming months and designing projects with American artists extending beyond April 5.
Tiktok is referred to as a partner for the Lions Cannes Lions advertising festival in southern France in June. The company threw off the Shou Chew, its chief executive, and the American Tiktok stars like Alix Earle in Confab last year. In May, she plans to be presented at Newfronts – an annual event hosted by the Interactive Advertising Office for advertisers by digital media companies in New York. The presentation is a sandwich between Streaming Tubi and Yahoo’s technology.
“He has returned to the business as usual at the end of Tiktok,” said Daniel Daks, chief executive of Palette Media, a service that represents more than 230 stars of social media. “They continue to plan through projects that reach far beyond the theoretical prohibition date.”
Tiktok and ByTedance have for years maintained that the sale of the application is impossible, in part because it will be blocked by the Chinese government. Despite the forthcoming deadline for a deal and chatter by Mr Trump on potential suitors, Tiktok has not said if this position has changed.
Last week, top assistants at Capitol Hill met with Oracle, whose name continues to come as a potential Tiktok supervisor. Legislators who defended the law that they prohibit Tiktok if they are not recently sold have expressed their concern that Tiktok and Bytetance could try to reach an agreement with Trump’s administration that would maintain Chinese influence on its application and algorithm.
In some ways, Tiktok Blitz’s advertising is another effort by the company to mitigate these concerns from legislators, Ms Gorman said.
“Tiktok is essentially trying to repeat the law and encourage Congress to return to the calls for its enforcement.”
Desiree Hill, a 39 -year -old engineer in Georgia, who appeared in Tiktok’s ads, said he believed that the labeling of small business owners was intended to approach politics. “It’s a huge commemorative economy – you take it away and businesses suffer,” he added.
But it is also more worried about the future of Tiktok than it was in early January.
“They have shown us that they can reduce access, so I feel that it is more threat at the moment,” he said.
