TikTok’s marketing blitz seems to do little to win over lawmakers
Ahead of its CEO’s testimony before Congress on Thursday, the company ran a campaign in the DC area and shared that it has 150 million active users in the US.
Chip Somodevilla/Getty Images
· less than 3 min read
Get marketing news you'll actually want to read
Marketing Brew informs marketing pros of the latest on brand strategy, social media, and ad tech via our weekday newsletter, virtual events, marketing conferences, and digital guides.
On Thursday, TikTok CEO Shou Zi Chew testified before the House Energy and Commerce Committee regarding the app’s privacy and data practices, its potential impact on kids, and its relationship with the Chinese government, in light of a potential ban proposed by the Biden administration earlier this month.
As the Washington Post noted, Chew faced an “especially combative grilling” on questions ranging from content censorship to national security concerns. For the most part, Chew used the time he was given in the hearing to emphasize the app’s safety features for kids, refute claims about its connection to the Chinese government, and discuss its plans to protect Americans’ data privacy with Project Texas.
Ahead of the hearing, TikTok went full-throttle in promoting its brand image:
- Chew introduced himself on TikTok to announce the platform had reached 150 million monthly active users in the US, while also encouraging users to share what they love about the platform to share with lawmakers.
- At the same time, TikTok ran ads around DC and in popular Beltway outlets like Politico, Axios, and the Washington Post, touting its safety commitments.
- It also updated its policies around misinformation on topics like climate change and AI.
In the end, Chew’s testimony—combined with TikTok’s marketing efforts—may not have been enough to change lawmakers’ minds. During the hearing, lawmakers like Rep. Debbie Dingell (D-MI) and Rep. Buddy Carter (R-GA) made references to the bipartisan nature of the committee.
What’s next: At this point, it’s unclear whether ByteDance will look to sell TikTok to avoid a potential ban or what a ban would look like if it does not (but Mark Zuckerberg is probably feeling pretty good). Before the hearing, the Chinese government said it was “resolutely opposed” to a sale of TikTok.
Concerns surrounding TikTok could spur Congress to act on national privacy legislation, specifically the American Data Privacy and Protection Act, a bill that has bipartisan support.—KH
Get marketing news you'll actually want to read
Marketing Brew informs marketing pros of the latest on brand strategy, social media, and ad tech via our weekday newsletter, virtual events, marketing conferences, and digital guides.