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Advertising on TikTok in The U.S Grew by 11 Percent in March Amid Ban Issue

 In March alone, ads spending grew by 11 percent.

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Brands in the U.S. continued to increase their ad spending on the world’s leading short video platform TikTok despite the ongoing ban discussions among lawmakers. In March alone, ads spending grew by 11 percent.

Reports reveal that these brands plan to continue spending on TikTok, while some advertising agencies have also held back from advising their clients to lower their investments on the platform.

CEO of Billion Dollar Boy (BDB), a global agency delivering advertising for the influencer age, Edward East, disclosed that rather than being nervous by the prospect of a potential ban, his company has seen brands ramping up their investment on the platform. He added that advertisers might have committed some of the March spending before the US congressional hearing.

Ahead of the hearing, a survey by software group Capterra of 300 US marketers disclosed that 75 percent planned to increase spending on TikTok over the next 12 months.

Also, asides from the increase in brand advertisements, it would be recalled that Investors King on March 21, 2023, reported that TikTok recorded an increase in monthly active users in the U.S. amid the ongoing pressure to ban the app in the country.

The social media giant disclosed that it had 150 million monthly active users in the United States, up from 100 million that was recorded in 2020, which saw a 50 million additional increase in users.

TikTok has faced a series of scrutiny by the Committee on Foreign Investment in the United States, which could result in a ban of the app or a forced sale of the company’s U.S. operation. The popular app has been under pressure amid concerns over the handling of users’ data, as the US government cites security threats.

In his first appearance before the U.S Congress on Thursday last month, TikTok CEO Shou Chew was grilled by lawmakers who expressed deep skepticism about his company’s attempts to protect US users’ data and ease concerns about its ties to China. The hearing, which lasted for more than five hours, kicked off with calls from lawmakers to ban the app in the United States.

TikTok’s CEO Chew in his testimony further stressed that the platform is independent from China and play up its US ties. He said, “TikTok itself is not available in mainland China, we’re headquartered in Los Angeles and Singapore, and we have 7,000 employees in the U.S. today.

“Still, we have heard important concerns about the potential for unwanted foreign access to US data and potential manipulation of the TikTok US ecosystem. Our approach has never been to dismiss or trivialize any of these concerns. We have addressed them with real action.”

Much of Chew’s attempts to stress that his company is not an arm of the Chinese government appeared to fall on deaf ears, as several lawmakers interrupted him saying that they do not believe his claims.

If TikTok is eventually banned in the United States it would pose a huge challenge to brands and influencers in the country due to the fact that the platform has been pivotal to their growth and brand awareness.

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TikTok Vows Legal Battle Amid Threat of US Ban

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As the specter of a US ban looms large over TikTok, the popular social media platform has declared its intention to wage a legal battle against potential legislation that could force its Chinese-owned parent company, ByteDance Ltd., to divest its ownership stake in the app.

In what amounts to a fight for its very existence in one of its most crucial markets, TikTok is gearing up for a high-stakes showdown in the courts.

The alarm bells were sounded within TikTok’s ranks as Michael Beckerman, the company’s head of public policy for the Americas, issued a rallying cry to its US staff.

In a memo obtained by Bloomberg News, Beckerman characterized the proposed legislation as an “unprecedented deal” brokered between Republican Speaker and President Biden, signaling TikTok’s readiness to challenge it legally once signed into law.

“This is an unprecedented deal worked out between the Republican Speaker and President Biden,” Beckerman stated in the memo. “At the stage that the bill is signed, we will move to the courts for a legal challenge.”

The urgency of TikTok’s response stems from recent developments in the US Congress, where lawmakers have fast-tracked legislation mandating ByteDance’s divestment from TikTok.

The bill, intricately linked to a vital aid package for Ukraine and Israel, has garnered significant bipartisan support and is expected to swiftly pass through the Senate before landing on President Biden’s desk.

Beckerman minced no words in his critique of the proposed legislation, labeling it a “clear violation” of TikTok users’ First Amendment rights and warning of “devastating consequences” for the millions of small businesses that rely on the platform for their livelihoods.

TikTok’s defiant stance reflects the gravity of the situation facing the tech giant, which has spent years grappling with concerns from US officials regarding potential national security risks associated with its Chinese ownership.

Despite extensive lobbying efforts led by TikTok CEO Shou Chew to allay these fears, the company now finds itself at a critical juncture, where legal action appears to be its last line of defense.

ByteDance, TikTok’s Beijing-based parent company, has also signaled its intent to challenge any US ban in court, signaling a united front in the face of mounting pressure.

However, navigating the legal landscape will not be without its challenges, as ByteDance must contend with both US legislative measures and potential obstacles posed by the Chinese government, which has reiterated its opposition to a forced sale of TikTok.

As TikTok prepares to embark on what promises to be a protracted legal battle, the outcome remains uncertain.

For the millions of users and businesses that call TikTok home, the stakes have never been higher, as the platform fights to preserve its presence in the fiercely competitive landscape of social media.

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Trump Media & Tech Group Plummets, Wiping Out $2.8 Billion in Value

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Trump Media & Technology Group Corp., the social media predominantly owned by former U.S. President Donald Trump, has lost $2.8 billion in market value in the last few days.

The tumultuous downturn comes as a wave of retail traders who once fervently boosted the stock have begun to offload their holdings.

The company, which encompasses the Truth Social platform, has seen its stock plummet by 36% since its closing high on March 26.

This nosedive not only erased the gains achieved in the aftermath of its merger with Digital World Acquisition Corp., but it also pushed the stock below its pre-merger trading levels.

Initially, Trump Media enjoyed a meteoric rise in its early days as a publicly traded entity following the merger with DWAC, the blank-check company facilitating the deal.

However, the allure of the stock among individual investors, who saw it as a means to express support for the former president’s potential 2024 reelection bid, has waned significantly.

As the stock continues its downward spiral, the once-projected paper windfall for Donald Trump himself has also dwindled.

Trump’s anticipated gains from the venture have plummeted by approximately $1.6 billion, leaving him with an estimated $2.9 billion in paper wealth.

However, realization of this wealth remains contingent upon a six-month lock-up agreement, delaying Trump’s ability to sell shares.

The timing of Trump Media’s downfall coincides with a flurry of legal troubles facing the former president. With just a week until the commencement of his first criminal trial in Manhattan, Trump faces charges related to falsifying business records in connection with hush money payments to a pornographic actress prior to the 2016 election.

Also, Trump is slated to undergo deposition in a civil lawsuit filed against him and Trump Media by two co-founders alleging share dilution prior to the merger.

Despite the substantial loss in value, Trump Media retains a market capitalization of approximately $5 billion, underscoring the paradoxical valuation dynamics in the current market environment.

The company’s meager revenue of $4.1 million in the preceding year contrasts sharply with its lofty market capitalization, raising concerns about the sustainability of its valuation.

The dramatic downturn of Trump Media & Technology Group mirrors the volatile trajectory of past meme stocks like GameStop Corp. and underscores the inherent risks associated with companies emerging from SPAC mergers.

As the company grapples with its dwindling valuation and mounting legal challenges, the future of Truth Social and its associated ventures remains uncertain in the ever-shifting landscape of the digital realm.

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TikTok Faces Existential Threat as US House Votes Overwhelmingly to Ban Unless Sold

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The US House of Representatives has voted overwhelmingly to ban TikTok unless its Chinese owner, ByteDance Ltd., sells the video-sharing app.

The measure, passed by a vote of 352 to 65, marks a significant escalation in the ongoing scrutiny of TikTok, which has come under fire over concerns about national security and data privacy.

The bill, if enacted into law, would require TikTok to divest its US operations within 180 days or face a ban from US app stores, including those run by Apple and Google.

This move represents the most serious challenge yet to TikTok, which boasts a massive user base of 170 million Americans but has been criticized by some lawmakers as a potential national-security threat due to its Chinese ownership.

President Joe Biden has signaled his support for the legislation, stating that he would sign it into law if it passes the Senate.

However, the bill’s fate in the Senate remains uncertain, with Majority Leader Chuck Schumer yet to endorse it and some members, including Republican Rand Paul, expressing opposition.

TikTok has vehemently opposed the proposed ban, arguing that it would violate the First Amendment and have a detrimental impact on the economy, small businesses, and the millions of Americans who use the platform.

The company has also faced accusations of being a tool for Chinese propaganda, although it has consistently denied sharing user data with the Chinese government.

The House passage of the bill comes just days after its introduction, reflecting growing bipartisan concern over TikTok’s influence and potential risks to national security.

The swift action underscores the urgency with which lawmakers are seeking to address these concerns and highlights the mounting pressure on TikTok to address them or face significant consequences.

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