She added: “TikTok is framing itself as a brand that stands for freedom and democratization of communication and frankly a lot of values that most people feel quite comfortable with.” “They’re taking an idea, putting it in the mouth of a human and allowing you to make a connection with that human.” “It’s such a classic tactic,” said Cait Lamberton, a marketing professor at the University of Pennsylvania’s Wharton School. It is still running ads that promote creators from last year’s campaign. TikTok aired more than a dozen ads during Republican presidential debates or debate-related programming last year, the firm said. It spent an estimated US$19 million on TV ads that appeared largely on news programs, especially Fox News, according to data from, a TV measurement company. Much of that effort appeared to be aimed at conservative audiences. TikTok started amplifying the stories of everyday Americans such as Clare and Patriotic Kenny last year, through a campaign it calls TikTok Sparks Good. And Shou Chew, TikTok’s chief executive officer, is a co-chair for this spring’s Met Gala, where TikTok will be the lead sponsor. ![]() It has rallied its vast base of users to contact their representatives, although some of those efforts may have backfired. ![]() It has vocally opposed the bill, which it has framed as an outright ban, saying it has not and would not share data with Beijing or allow any government to influence its algorithmic recommendations of videos for users to watch.īyteDance spent US$8.7 million on lobbying last year, according to OpenSecrets, a nonprofit research group, and its in-house team and a variety of outside firms are trying to influence lawmakers. The advertisements are part of a broad lobbying campaign by TikTok to reshape the perception of the company among lawmakers and the public. Asked about its advertising efforts, Michael Hughes, a spokesperson for TikTok, said, “We think the public at large should know that the government is attempting to trample the free speech rights of 170 million Americans and devastate 7 million small businesses nationwide.” ![]() TikTok said it was spending more than AdImpact’s data showed, but the company did not provide specifics. TikTok has also spent more than US$100,000 on Facebook and Instagram ads recently, according to Meta’s Ad Library. Some of the places it’s most heavily targeting are the presidential election battleground states of Pennsylvania, Nevada and Ohio, according to the data. Since the House voted in favor of the bill three weeks ago, the company has spent at least US$3.1 million on advertising time for commercials that are scheduled to run through April, according to data from AdImpact, a media tracking firm.
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