The bans of the Chinese company's popular platform in many Southern, conservative states could have a marginal impact on product marketing and plenty of unintended consequences.
“Our core principle is reach people where they are,” says Evan Horowitz, CEO and cofounder of creative agency Movers+Shakers, which works closely with brands like E.l.f.. “And right now, they’re on TikTok.”
TikTok is owned by Chinese company ByteDance. Since it became the most downloaded app in the U.S. in 2018, it has been a target of lawmakers who have asserted, often with thin evidence, that it has been co-opted by China’s authoritarian government to spy on U.S. users and disseminate propaganda.railed against the app when he was in office, threatening a total U.S. ban. And India, an emerging economic rival to China, did ban TikTok outright in 2020.
Most of the states that have banned the app, but not all, are led by Republican governors who have declared themselves “China hawks” and who are likely unfamiliar with the app. And they certainly aren’t in the market for a $600 Dyson Airwrap or $14 E.l.f Halo Glow Liquid Filter. Meanwhile, negotiations between ByteDance and the Biden administration continue. After several TikTok employees were fired for errantly obtaining the data of users including journalists, ByteDance moved U.S. users’ TikTok data to a cloud storage system managed by Oracle, the Silicon Valley software company founded by Larry Ellison.
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