#marketing news

[newengen]

To Ban, or Not to Ban: Our Take on How Marketers Should Be Thinking About TikTok

The Latest TikTok News

Tensions between TikTok and the U.S. government came to a head this month after the Biden administration threatened to ban the app should the company refuse to divest from its Chinese-owned parent company, ByteDance. The escalation comes amidst warnings from U.S. lawmakers that China’s investment in TikTok poses a threat to national security and opens the door for the Chinese government to influence content moderation on the platform.

To top it all off, TikTok CEO Shou Zi Chew faced Congress last Thursday and attempted to reassure U.S. lawmakers that the company has implemented measures to address their concerns. Central to Chew’s defense was TikTok’s plan to roll out what it calls “Project Texas” - a $1.5 billion project to migrate American user data to Texas-based Oracle. In another key moment, Chew rebutted accusations that TikTok’s algorithm has adverse effects on kids by pointing to steps the company has taken to protect its younger users.

A Marketing Perspective

Apart from the political drama, TikTok also made headlines this month after its announcement that 150 million American users are on the platform. The app’s popularity and influence are undeniable, and marketers are uniquely aware of this: there’s an appetite for short-form video that won’t be curbed by a TikTok ban. An eMarketer survey from November 2022 found that 63% of TikTok users would move to another platform, with Instagram being the favored alternative. And these platforms are already evolving their video capabilities to meet consumer demand - Instagram introduced 90-second videos last year, and Meta recently followed suit.

So, What Does TikTok Have to Say About All of This?

In response to last Thursday’s hearing, TikTok circulated a Myth vs. Fact Sheet, which counters what the company calls inaccuracies surrounding its ownership, content moderation, and data security. A few notable examples, transcribed directly from the document, include:

“Myth: TikTok’s parent company, ByteDance Ltd., is Chinese-owned.*

Fact: TikTok’s parent company ByteDance Ltd. was founded by Chinese entrepreneurs, but today, roughly sixty percent of the company is beneficially owned by global institutional investors such as Carlyle Group, General Atlantic, and Susquehanna International Group. An additional twenty percent of the company is owned by ByteDance employees around the world, including nearly seven thousand Americans. The remaining twenty percent is owned by the company's founder, who is a private individual and is not part of any state or government entity.”

*Despite TikTok’s attempt at myth-busting ByteDance’s association with the Chinese government, it has been reported that "golden shares" give the Chinese government the ability to appoint a seat on the company's board.

“Myth: TikTok manipulates content in a way that benefits the Chinese government or harms American interests.

Fact: TikTok is an entertainment app. The content on TikTok is generated by our community. TikTok does not permit any government to influence or change its recommendation model.

Myth: TikTok collects a significant amount of sensitive data on its users.

Fact: TikTok's privacy policy fully describes the data the company collects. There have been many inaccurate claims about our policies and practices that have gone unaddressed by the media. To be clear, the current versions of the TikTok app do NOT:

*Monitor keystrokes or content of what people type when they use our in-app browser on third-party websites;

Collect precise or approximate GPS location in the U.S.;

Use face or voice prints to identify individuals.

In line with industry practices and as explained in our privacy policy, we collect information to help the app function, operate securely, and improve the user experience. We constantly update our app and encourage users to download the most current version of TikTok.”

*This talking point conveniently omits what happens off the app via TikTok browser trackers, or “pixels.” But more on that in a minute.

Formalities aside, TikTok knows that the best way to reach an audience is, well, through TikTok. Ahead of his testimony on March 23rd, Chew appeared on TikTok’s verified account to address his upcoming congressional hearing and remind users of what’s at stake - that a ban could “take TikTok away” from 150 million users, 5 million business accounts, and 7,000 U.S.-based TikTok employees.

Creators Sounding the Alarm

TikTok has found support from its creators, who have taken to the platform to sound the alarm about what a ban, in the form of the S. 686 RESTRICT Act, would mean. One example comes from creator @sayheyjames, who recently published a video that generated 12.2 million video views and 2 million likes in the span of a week. In this video, he calls out elements of the bill that he says will “fundamentally change” how we use the internet, like the proposed legal consequences of using VPNs to access banned apps and the ban on hardware manufactured by “foreign adversaries” (including China, Russia, and Iran).

There are countless examples of this type of content, with trending hashtags like #tiktokban accumulating 2 billion views. Given how much creators have to lose in this debate, it’s no surprise that they’re leveraging the platform to create a sense of urgency around the issue.

Making Sense of it All

It’s near impossible to predict what happens next because there’s no playbook on how to best navigate the aftermath of a ban on a platform like TikTok. Kevin Goodwin, VP of Performance Marketing at New Engen, offers some perspective:

“Precedent matters. We have zero precedent for a nationwide ban of such a popular technology and entertainment platform. Since we’ve never seen it happen before, all marketers are skeptical that TikTok will be the first to pay the price. Take Meta and Google for example - they consistently face legislative pressure for specific products and ways of working (albeit on a smaller scale), yet have never been materially impacted in their ability to provide products to users and advertisers.”

On top of the legal and political complexities of a theoretical TikTok ban, the cultural and economic implications are massive. New Engen VP of Performance Marketing, Adam Telian, puts it plainly,

TikTok has done an amazing job of creating demand for a specific type of content which, it seems, a good portion of the world can’t get enough of. Our position is that, even if TikTok gets banned, the format and the attention it demands isn’t going anywhere.

Another key piece of the equation is TikTok creators, who help differentiate the platform from other major social media players. This is why New Engen leaders are asking, “what will happen with creators?” Many creators are already operating cross-platform, but those with an outsized presence on TikTok are at risk of losing potency in their existing brand partnerships. It will be incumbent on brands to diversify their influencer partnerships and plan accordingly for a creator migration to Reels, Shorts, and Triller (or maybe a resurrected Vine) in the wake of a TikTok ban.

“Once we figure out where the creators are moving,” Adam Telian says, “it will be up to the platform to prove they can retain user attention, and deliver the same results and consistent innovation we've seen from TikTok.”

Actions for Marketers (Whether You’re on TikTok Yet or Not)

For the time being, there are several actions marketers can take to leverage TikTok as it exists today.

New Engen Clients Operating on TikTok

These clients are embracing a business-as-usual approach to their TikTok strategy, but they’re also prepared to be agile and flexible as the situation unfolds. Kevin Goodwin explains, “We continue to recommend brands take a diversified channel strategy and approach to short-form video to hedge any extreme risk. We want to avoid the rare scenario where the government bans TikTok and one of our clients suddenly has 50%+ of their revenue at risk.”

In practice, this means incorporating Instagram Reels and Youtube Shorts into short-form video strategies, and, as mentioned above, ensuring that content creator programs aren’t over-dependent on the TikTok app and its toolset.

New Engen Clients Not Yet on TikTok

We are advising clients who are not yet on TikTok to move forward with their investment. “Even if TikTok does get banned,” Adam Telian explains, “clients can be using this time to refine their creative approach and learn how to unlock meaningful performance that should translate to whichever platform fills the vacuum created by a ban. And if it doesn’t get banned, then they’re ahead of where they would be if they chose to wait for the dust to settle."

New Engen Clients Concerned About Data Privacy

Anna Otieno, Head of Research & Insights at New Engen, reminds us, “Privacy and security are the top concerns right now, particularly for companies and government institutions. As we head into a world of cookie-less advertising and first-party data, control is key.” She notes that, regarding TikTok, “It’s been confirmed that the app - like Google and Meta - gathers information about people as they move around the internet. TikTok partners with companies that embed tiny website trackers “pixels” to better measure and target ads - usually without user notification.”

With this in mind, some New Engen clients have chosen to refrain from implementing TikTok’s tracking pixel. This allows brands to maintain their presence on the platform without compromising their first-party data.

It’s important to note, however, that creators tend to have a difference of opinion on this front. Anna Otieno tells us that, "While privacy and security are important to TikTok users, content creators are less concerned given the tradeoff. In fact, most social media users know that their data is tracked and shared to make sure ‘the algorithm is working.’ TikTok’s remixed creator fund, known as the Creativity Program Beta, aims to help creators “generate higher revenue potential.” What’s the price of opportunity and revenue? Data."

[annoyingpiratelight]

How To Create An Outstanding SEO Strategy

If no one ever sees your website, no amount of cutting-edge design, user experience optimization, or outstanding and appealing content will help. You must therefore be located. And for obvious reasons, SEO is a crucial part of each and every contemporary marketing plan.

Digital marketers and online businesses have significantly relied on an effective SEO strategy whether they want to increase sales, dominate search engine result pages (SERPs), or draw in more organic traffic. The question is how to develop an effective SEO strategy.

[a-flickering-soul]

OTC BIRTH CONTROL APPROVED BY THE FDA

[adgully]

Insider's Scoop: Latest Marketing News in India You Can't Miss

In the fast-paced realm of Indian marketing, staying in the loop is key. From innovative strategies to groundbreaking campaigns, there's always something new on the horizon.

Let's take a sneak peek at the latest marketing news in India that you simply can't afford to miss.

Digital Dominance: The Rise of Influencer Marketing

In the era of social media, influencers have become the new-age marketing maestros. Brands across India are tapping into the power of influencers to connect with their audience authentically. From beauty gurus to tech enthusiasts, influencers are shaping consumer trends and reshaping the marketing landscape.

Video Marketing Revolution

Move over static content; video is taking center stage. The latest marketing trends in India underscore the importance of video content across platforms. Brands are investing heavily in creating engaging videos to tell their stories, connect emotionally with their audience, and boost overall engagement.

E-commerce Evolution: The Boom Continues

With the rise of online shopping, the e-commerce scene in India is undergoing a monumental shift. From established players to nimble startups, everyone is vying for a slice of the digital retail pie. The latest marketing news reveals innovative strategies employed by e-commerce giants to enhance user experience and capture the attention of the ever-growing online consumer base.

Localized Content Magic

Gone are the days of one-size-fits-all marketing. The latest buzz in India emphasizes the importance of localized content. Brands are tailoring their messaging to resonate with the diverse cultures and languages across the country. This personalized approach is striking a chord with consumers, fostering a deeper connection between brands and their audience.

AI and Chatbots: Redefining Customer Interaction

Artificial Intelligence is not just a futuristic concept; it's actively shaping marketing strategies in India. Chatbots, powered by AI, are becoming integral in providing instant customer support and enhancing user experience. Brands are leveraging AI to analyze consumer behavior, predict trends, and personalize marketing efforts for maximum impact.

Sustainability Sells: Green Marketing on the Rise

With environmental consciousness on the rise, sustainability has become a cornerstone of marketing campaigns in India. From eco-friendly packaging to carbon-neutral initiatives, brands are aligning themselves with causes that matter to the socially aware Indian consumer. The latest marketing news showcases how authenticity and a commitment to sustainability are winning hearts and driving sales.

Stay Informed, Stay Ahead

In the ever-evolving landscape of Indian marketing, staying informed is your ticket to staying ahead. Whether you're a business owner, marketer, or just someone interested in the latest trends, keeping an eye on these developments will undoubtedly give you an edge.

Conclusion

As we navigate the dynamic world of Indian marketing, one thing is clear – change is the only constant. Embrace the latest trends, experiment with innovative strategies, and stay tuned for the next big thing.

The latest marketing news in India is a testament to the industry's resilience, adaptability, and limitless potential. So, buckle up and get ready for the exciting journey that is Indian marketing!

[fake-destiel-news]

[tobiasdrake]

My understanding of evil, age 0-10: MY NAME IS SMOG SMOKESLY AND I RUN THE POLLUTION FACTORY, IT PRODUCES POLLUTION!!! MUWAHAHAHAHAHAHA!!!

My understanding of evil, in my teens: You can't really boil things down to good and evil. People are complicated. Everyone is the hero of their own story, and someone who seems evil to you is actually doing their best from their own perspective. If you could walk a mile in their shoes, you'd understand. There is no such thing as evil.

My understanding of evil, in my twenties: Look, it's basically just tribalism. We are all necessarily thrust into competition with one another. There are always going to be winners and losers. Whining about evil is just being upset that you lost the game.

My understanding of evil, in my thirties: MY NAME IS SMOG SMOKESLY AND I RUN THE POLLUTION FACTORY, IT PRODUCES POLLUTION!!! MUWAHAHAHAHAHAHA!!!

[chaoticace22]

i'm back on my bullshit hope it's okay

[tiktoks-repost]

snolonely on instagram

[businessgrowwspport321]

The Most Luxurious Beaches In The World

Are you dreaming of basking in the sun and feeling the soft sand between your toes while indulging in luxury? Look no further! In this post, we’re taking a dive into some of the most luxurious beaches on the planet. From white-sand shores to crystal-clear waters, these destinations offer more than just stunning views – they provide an unforgettable experience that will have you wishing for endless summer days. So grab your sunscreen, sit back, and let’s explore these breathtaking beach havens together.

TRAVEL BOOKING

[annoyingpiratelight]

iGaming Player Acquisition: Digital Marketing as the Main Channel

The main goal of iGaming company owners is to attract as many players as possible. Online he on the platform the higher the number of gamers, the more profitable the business. However, this is the aspect where most online casino operators feel stuck. Head-to-head competition in the online gambling industry makes it difficult to attract new players.

[lady-raziel]

Not to talk about the watcher thing again as I’ve already kind of said my piece, but one of the most batshit insane parts of this whole unbelievable situation is that for some reason they decided that for some fucking reason the BEST time to announce this highly controversial decision was literally DAYS before they would be going on an international tour and having to face irate fans IN PERSON. Guys. What the hell. At least have the sensibility to announce a move that you HAD to have known would make people upset AFTER one of the few times you actually interact in person with your fanbase.

I hope you’re ready to investigate the Tower of London for ghosts, because I have a feeling the Londoners will be more than happy to acquaint you with the building later this week.

Insane move after insane move. Truly.

[ferass97]

A family trapped in Gaza pleads for survival

Hello,

I'm Feras from Gaza strip homeless with my family of 9 people in an uninhabitable tent, we live in the midst of genocide in Gaza Strip, trapped between walls of despair and frustration not to mention the fear that never leaves our souls. .

We struggle daily to survive in an environment full of dangers, threats and death.

Each one of us has lost his life, his dreams, his future, his work and we are now in torn tent can't even protect us from the rain .

We are desperately appealing to you for moral and financial assistance to cover the costs necessary to escape to a safe place, where we can ensure the safety of my family.

We are in dire need of your support. Any donation, no matter how small, can help save our lives, I'm deeply so thankful me and my family for your concern and support during these difficult times.

No amount was collected.

0€\45000€

best wishes🇵🇸❤️ @sar-soor @plomegranate @nabulsi27 @sayruq @palipunk-blog @communistkenobi @queerstudiesnatural @bluebellsinthedells @rizzyluke @kordeliiius @self-hating-zionist @raelyn-dreams @unfortunatelyuncreative @licencetokrill-blog @jezebelgoldstone @rampageshunt @labutansa @sammywo @autistwizard @tortiefrancis @sparklinpixiedust @feluka @revcuse @golvio @leftismsideblog @star-and-space-ace @rainbowywitch @marscodes @annoyingloudmicrowavecultist @boyvander @the-bastard-king @ammonitetheseaserpent @girlinafairytale @timetravellingkitty @appsa @applejupiter @malcriada @retvolution @deansmultitudes @devilofthepit @heritageposts @wellwaterhysteria @dykesbat @lesbianmaxevans @gorbling @half-empty-orbitals @seanp0donnell

[retrogamingblog2]

[finalskies]

Godzilla x Kong is a very silly movie. I kinda love it. Shimo stole my heart. She deserves all the good things now.

[totekeke]

🫒📦Biskit's Bodega

"Please leave all tips with the doorman!" 🐷

[muffinlance]

I'm barely to the massacre and I can already tell I'm going to be screaming at every this-makes-no-sense decision made by the writers (your temple is under violent attack, and you evacuate the kids... to a barely enclosed corner in a prominent temple room? Instead of to the hundreds of sky bison that were highlighted as flying in earlier? Why?) (And Aang left to clear his head and think instead of to run from his duties? That's such a less compelling plot arc?) (And the show had him briefly monologue about being a goofy kid who loves pies and his friends instead of using the extended temple scene to show any of that? Didn't want to pay more child actors, did you, Netflix?)

Yeah I'm just. Going to be screaming at the screen instead of enjoying this. Different decisions aren't necessarily bad, but when those decisions seem to be in the direction of "show a man burning alive before we even get to the on-screen massacre" this is just... not the show for me.