{"id":15295,"date":"2025-03-25T16:15:46","date_gmt":"2025-03-25T16:15:46","guid":{"rendered":"https:\/\/site.itshrt.com\/worldnews\/tiktok-ads-portray-app-as-force-for-good-as-us-ban-looms\/"},"modified":"2025-03-25T16:15:46","modified_gmt":"2025-03-25T16:15:46","slug":"tiktok-ads-portray-app-as-force-for-good-as-us-ban-looms","status":"publish","type":"post","link":"https:\/\/site.itshrt.com\/worldnews\/tiktok-ads-portray-app-as-force-for-good-as-us-ban-looms\/","title":{"rendered":"TikTok Ads Portray App as Force for Good as US Ban Looms"},"content":{"rendered":"<p> <script async src=\"https:\/\/pagead2.googlesyndication.com\/pagead\/js\/adsbygoogle.js?client=ca-pub-6606220950177433\"\r\n     crossorigin=\"anonymous\"><\/script>\r\n<!-- ItShrt World News -->\r\n<ins class=\"adsbygoogle\"\r\n     style=\"display:block\"\r\n     data-ad-client=\"ca-pub-6606220950177433\"\r\n     data-ad-slot=\"1882483372\"\r\n     data-ad-format=\"auto\"\r\n     data-full-width-responsive=\"true\"><\/ins>\r\n<script>\r\n     (adsbygoogle = window.adsbygoogle || []).push({});\r\n<\/script>\r\n<br \/>\n<\/p>\n<div data-testid=\"companionColumn-0\">\n<div class=\"css-53u6y8\">\n<p class=\"css-at9mc1 evys1bk0\">In an emotional advertisement running on Facebook and Instagram over the past month, a young woman, Katie, talks about being diagnosed with an illness that resulted in kidney failure at age 19. But she was able to find a transplant match \u201cbecause a stranger was scrolling on TikTok.\u201d<\/p>\n<p class=\"css-at9mc1 evys1bk0\">Thanks to that stranger\u2019s kidney, she continued, she was here today. \u201cFor some people, having TikTok has literally been life saving,\u201d the company wrote in a caption punctuated by a tearful smiling emoji.<\/p>\n<p class=\"css-at9mc1 evys1bk0\">The messages are part of a new ad blitz from TikTok, the popular social media app owned by the Chinese internet giant ByteDance. The campaign frames TikTok as a savior of Americans and a champion of small businesses as the app hurtles toward an April 5 deadline to sell the company to a non-Chinese owner or face a ban in the United States. President Trump, who <a class=\"css-yywogo\" href=\"https:\/\/www.nytimes.com\/2025\/01\/19\/technology\/trump-tiktok-ban-executive-order.html\" title=\"\">paused a federal law<\/a> demanding TikTok\u2019s sale because of national security concerns related to its ties to China, has said he will give the app more time for a deal if needed.<\/p>\n<p class=\"css-at9mc1 evys1bk0\">But TikTok does not appear to be taking any chances.<\/p>\n<p class=\"css-at9mc1 evys1bk0\">In the past couple of months, the company has wallpapered Washington in marketing, bought wraparound ads in the print editions of The New York Post, The Wall Street Journal and The New York Times and poured money into national commercials. (Continuing the theme of saving lives, TikTok\u2019s ads have also featured a creator who sells a product that helps with administering CPR.)<\/p>\n<\/div>\n<aside class=\"css-ew4tgv\" aria-label=\"companion column\"\/><\/div>\n<div data-testid=\"companionColumn-1\">\n<div class=\"css-53u6y8\">\n<p class=\"css-at9mc1 evys1bk0\">TikTok is scrambling to right itself after the Supreme Court in January <a class=\"css-yywogo\" href=\"https:\/\/www.nytimes.com\/2025\/01\/17\/us\/politics\/supreme-court-tiktok.html\" title=\"\">unanimously backed<\/a> the law that effectively bans the app, and the platform <a class=\"css-yywogo\" href=\"https:\/\/www.nytimes.com\/2025\/01\/18\/technology\/tiktok-ban.html#:~:text=TikTok%20Goes%20Dark%20in%20the,to%20take%20effect%20on%20Sunday.&amp;text=Sapna%20Maheshwari%20and%20Madison%20Malone%20Kircher%20reported%20from%20New%20York.\" title=\"\">went dark<\/a> in the United States for around 12 hours. TikTok, which spent about $5 million on advertising time for commercials in February and March last year when Congress was first debating the ban, has already spent more than $7 million in the same months this year, according to estimates from AdImpact, a media tracking firm.<\/p>\n<\/div>\n<aside class=\"css-ew4tgv\" aria-label=\"companion column\"\/><\/div>\n<div data-testid=\"companionColumn-2\">\n<div class=\"css-53u6y8\">\n<p class=\"css-at9mc1 evys1bk0\">TikTok is \u201ctrying to raise public sentiment in favor of the company,\u201d said Lindsay Gorman, the managing director of the technology program at the German Marshall Fund and a tech adviser under the Biden administration. \u201cThis movement to \u2018save TikTok\u2019 has not gone away in the 11th hour of these negotiations.\u201d<\/p>\n<p class=\"css-at9mc1 evys1bk0\">TikTok declined to comment.<\/p>\n<p class=\"css-at9mc1 evys1bk0\">Outside the ads, the company is largely acting as if it is business as usual. Since February, TikTok has assured creators that it believes it has a future in the United States, largely because of the <a class=\"css-yywogo\" href=\"https:\/\/www.nytimes.com\/2025\/01\/19\/technology\/tiktok-trump-messages-ban.html\" title=\"\">Trump administration<\/a>, several creators said.<\/p>\n<p class=\"css-at9mc1 evys1bk0\">\u201cIt\u2019s a total 180,\u201d said H. Lee Justine, a TikTok creator and author. \u201cBack in January, if you were on the app, you were hearing about the ban every single day. It\u2019s not even on my For You Page now \u2014 no one\u2019s chattering about it.\u201d<\/p>\n<\/div>\n<aside class=\"css-ew4tgv\" aria-label=\"companion column\"\/><\/div>\n<div data-testid=\"companionColumn-3\">\n<div class=\"css-53u6y8\">\n<p class=\"css-at9mc1 evys1bk0\">Ms. Justine was among creators who joined a briefing call in February with TikTok executives, including Michael Beckerman, TikTok\u2019s head of public policy for the Americas, the tone of which buoyed her spirits.<\/p>\n<p class=\"css-at9mc1 evys1bk0\">\u201cThey were really, really hopeful,\u201d Ms. Justine said. <\/p>\n<p class=\"css-at9mc1 evys1bk0\">Ad spending on the platform appears to have recovered this month. Many major brands had paused their marketing on the platform before the ban in January and did not fully return in February, according to data from MikMak, a software company that tracks which ads lead to retail sales for more than 2,000 brands. The law required app store like Apple\u2019s and Google\u2019s to remove TikTok, and those companies did not <a class=\"css-yywogo\" href=\"https:\/\/www.nytimes.com\/2025\/02\/13\/technology\/tiktok-apple-google-app-stores.html\" title=\"\">reinstate it until mid-February.<\/a> So far in March, MikMak has seen advertising traffic from TikTok return to the same level as in the fourth quarter.<\/p>\n<p class=\"css-at9mc1 evys1bk0\">\u201cThere\u2019s really no channel out there that does everything that TikTok does, and until brands are told otherwise that they can no longer spend dollars there, they will,\u201d said Rachel Tipograph, chief executive of MikMak.<\/p>\n<p class=\"css-at9mc1 evys1bk0\">The company is also planning to appear at industry events, including a prominent gathering for advertisers in New York, in the coming months and planning projects with American creators that extend beyond April 5.<\/p>\n<\/div>\n<aside class=\"css-ew4tgv\" aria-label=\"companion column\"\/><\/div>\n<div data-testid=\"companionColumn-4\">\n<div class=\"css-53u6y8\">\n<p class=\"css-at9mc1 evys1bk0\">TikTok is listed as a partner for the Cannes Lions advertising festival in the south of France in June. The company flew Shou Chew, its chief executive, and U.S.-based TikTok stars like Alix Earle to the confab last year. In May, it is planning to present at NewFronts \u2014 an annual event hosted by the Interactive Advertising Bureau for advertisers from digital media companies in New York; the presentation is sandwiched between the streaming service Tubi\u2019s and the technology company Yahoo\u2019s.<\/p>\n<\/div>\n<aside class=\"css-ew4tgv\" aria-label=\"companion column\"\/><\/div>\n<div data-testid=\"companionColumn-5\">\n<div class=\"css-53u6y8\">\n<p class=\"css-at9mc1 evys1bk0\">\u201cIt has been back to business as usual on TikTok\u2019s end,\u201d said Daniel Daks, chief executive of Palette Media, an agency that represents more than 230 social media stars. \u201cThey continue to plan through projects that reach well beyond the theoretical ban date.\u201d<\/p>\n<p class=\"css-at9mc1 evys1bk0\">TikTok and ByteDance have maintained for years that a sale of the app is impossible, in part because it would be blocked by the Chinese government. Despite the looming deadline for a deal and <a class=\"css-yywogo\" href=\"https:\/\/www.nytimes.com\/2025\/03\/18\/technology\/oracle-tiktok.html\" title=\"\">chatter from<\/a> Mr. Trump about potential suitors, TikTok has not said whether that position has changed.<\/p>\n<p class=\"css-at9mc1 evys1bk0\">Last week, top aides on Capitol Hill <a class=\"css-yywogo\" href=\"https:\/\/www.nytimes.com\/2025\/03\/18\/technology\/oracle-tiktok.html\" title=\"\">met with<\/a> Oracle, the tech company whose name keeps coming up as a potential suitor of TikTok. Lawmakers who championed the law that bans TikTok if it is not sold have recently expressed concern that TikTok and ByteDance might try to strike a deal with the Trump administration that would maintain Chinese influence over the app and its algorithm.<\/p>\n<p class=\"css-at9mc1 evys1bk0\">In some ways, TikTok\u2019s advertising blitz is one more attempt from the company to assuage those concerns from lawmakers, Ms. Gorman said.<\/p>\n<\/div>\n<aside class=\"css-ew4tgv\" aria-label=\"companion column\"\/><\/div>\n<div data-testid=\"companionColumn-6\">\n<div class=\"css-53u6y8\">\n<p class=\"css-at9mc1 evys1bk0\">\u201cTikTok is essentially trying to re-litigate the law and encouraging Congress to backtrack on calls to enforce it.\u201d<\/p>\n<p class=\"css-at9mc1 evys1bk0\">Desiree Hill, a 39-year-old mechanic in Georgia who has appeared in TikTok\u2019s ads, said she believed the highlighting of small business owners was meant to reach policymakers. \u201cIt\u2019s a huge economy booster \u2014 you take that away and businesses suffer,\u201d she added.<\/p>\n<p class=\"css-at9mc1 evys1bk0\">But she\u2019s also more concerned about TikTok\u2019s future than she was at the beginning of January.<\/p>\n<p class=\"css-at9mc1 evys1bk0\">\u201cThey showed us they can cut access, so I feel like it\u2019s more of a threat right now,\u201d she said.<\/p>\n<\/div>\n<aside class=\"css-ew4tgv\" aria-label=\"companion column\"\/><\/div>\n<p><script async src=\"https:\/\/pagead2.googlesyndication.com\/pagead\/js\/adsbygoogle.js?client=ca-pub-6606220950177433\"\r\n     crossorigin=\"anonymous\"><\/script>\r\n<!-- ItShrt World News -->\r\n<ins class=\"adsbygoogle\"\r\n     style=\"display:block\"\r\n     data-ad-client=\"ca-pub-6606220950177433\"\r\n     data-ad-slot=\"1882483372\"\r\n     data-ad-format=\"auto\"\r\n     data-full-width-responsive=\"true\"><\/ins>\r\n<script>\r\n     (adsbygoogle = window.adsbygoogle || []).push({});\r\n<\/script>\r\n<br \/>\n<br \/><a href=\"https:\/\/www.nytimes.com\/2025\/03\/25\/technology\/tiktok-ban-ads.html\">Source link <\/a><\/p>\n","protected":false},"excerpt":{"rendered":"<p>In an emotional advertisement running on Facebook and Instagram over the past month, a young woman, Katie, talks about being<\/p>\n","protected":false},"author":1,"featured_media":15296,"comment_status":"","ping_status":"","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[39],"tags":[451,228,319,123,114,101,450,124,118,240,113,111],"class_list":["post-15295","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-technology","tag-acquisitions-and-divestitures","tag-advertising-and-marketing","tag-beijing-bytedance-technology-co-ltd","tag-computers-and-the-internet","tag-donald-j","tag-law-and-legislation","tag-mergers","tag-mobile-applications","tag-social-media","tag-tiktok-bytedance","tag-trump","tag-united-states-politics-and-government"],"yoast_head":"<!-- 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