In the emotional advertising running on Facebook and Instagram in the last month, the young woman Katie talks about the diagnosis of the disease that led to the kidney failure at the age of 19. But she was able to find a transplant match “because the stranger moved on Tiktoku.”
Thanks to the kidneys of this foreigner, she was here today. “For some people, having a tiktok literally saves life,” the company wrote in the headline intermittently smiling emody.
The news is part of the new advertising blitz from Tiktok, the popular application of social media owned by the Chinese Internet giant. The Tiktok frame campaign as the savior of the Americans and the Small businesses when the application plunges towards the 5th April to sell the company to the company to the owner or to face a ban in the United States. President Trump, who suspended the Federal Law that demanded the sale of Tiktok because of concerns about national security related to her links to China, said that if necessary the application would give more time to the agreement.
However, it does not seem that Tiktok does not make any chances.
In the last few months, the company has Washington in Marketing; bought ads for Wraparound in printed editions of The New York Post, The Wall Street Journal and The New York Times; and poured money into national commercials. (Continuing the topic of saving lives, Tiktok advertising was also a creator that sells a product that helps with CPR.)
Tiktok tries to unanim at the Supreme Court in January in January unanimously supporting the law that effectively prohibited the application, and the platform in the United States darken for about 12 hours. According to estimates from Adimpact, a media company, already in February and March last year spent Tiktok, who spent about $ 5 million on advertising time for advertising in February and March last year.
Tiktok “seeks to increase the public sentiment in favor of the company,” said Lindsay Gorman, CEO of the Technology Program in the German Marshall Fund and technical advisor to Biden Administration. She added: “This movement” Save Tiktok “did not leave at 11 pm.”
Tiktok refused to comment.
Outside ads, the company is largely behaving as if it were a business. Since February, Tiktok has assured the creator that he believes that he has a future in the United States, mainly because of Trump’s administration, several creators said.
“It’s 180,” said H. Lee Justine, creator and author of Tiktok. “In January, if you were in the app, you have heard about the ban every day. It’s not even on my page for you – no one calls about it.”
Mrs. Justine was among the creators who joined in February to a briefing call with Tiktok’s executives, including Michael Beckeman, the head of Tiktok’s public policy for America, whose tone attracted her ghosts.
“They were really, really hopeful,” Mrs. Justine said.
It seems that expenses for platform advertising have recovered this month. According to Mikmak data, a software company that monitors that retail sales for more than 2,000 brands did not return fully in February, and in February many major brands stopped in January before the ban in January. The law required the App Store, as Apple and Google’s, remove Tiktok, and these companies did not renew it until mid -February. So far, Mikmak has noticed advertising operation from tiktok to the same level as in the fourth quarter.
“There is really no channel that does everything tiktok does, and until the brands say otherwise they can no longer spend dollars there,” said Rachel Tipograph, CEO of Mikmak.
The company is also planning to appear at industrial events, including a prominent assembly for advertisers in New York, the coming months and planning projects with American creators that exceed 5th April.
Tiktok is listed as a partner for the Cannes Lions advertising festival in the south of France in June. Last year, the company flew Shhou Chew, its CEO, and the American tiktok plays as Alix Earle to Confab. In May he plans to introduce at Newfronts – an annual event organized by the Interactive Advertising Office for Advertisers from Digital Media companies in New York; The presentation is inserted between Streaming Service TUI and technology company Yahoo’s.
“At the end of Tiktoku, it returned to business as usual,” said Daniel Daks, CEO of Paletet Media, an agency that represents more than 230 social media stars. “They continue planning through projects that achieve far beyond the theoretical date of the ban.”
For years, Tiktok and Feddings have claimed that the sale of the application is impossible, partly because it would be blocked by the Chinese government. Despite the approaching date for the agreement and chatting of Mr. Trump about potential striking, Tiktok did not say whether this position had changed.
Last week, the top assistants at Capitol Hill met with Oracle, a technology company whose name is constantly approaching as a potential suitor of Tiktoku. Legislators who have fought for a law that prohibits tiktok, unless they are sold, have recently expressed concern that Tiktok and Fattedings could try to conclude an agreement with Trump’s administration that would maintain Chinese influence and its algorithm.
In some respects, the advertising of Tiktoka Blitz is once again an attempt by the company to alleviate these lawmakers, Mrs. Gorman said.
“Tiktok is basically trying to reign the law and encourage congress to retreat to calls to force him.”
Desiree Hill, a 39 -year -old mechanic in Georgia, who has appeared in Tiktok’s commercials, said she believed that the highlighting of small -scale owners aims to reach politicians. “It’s a huge economy booster – you take it away and businesses suffer,” she added.
But she is also more interested in the future of Tiktoku than at the beginning of January.
“They showed us that they could reduce the approach, so I feel like it’s a threat right now,” she said.
