In an emotional advertisement that works on Facebook and Instagram during the past month, a young woman, Katie, talks about a diagnosis of a disease that led to kidney failure at the age of nineteen. But she was able to find a transplant match “because a strange person was walking on Tiktok.”
Thanks to each of the strange kidneys, I continued, it was here today. “For some people, the presence of Tijook literally was to save life,” the company wrote in a comment interspersed with the expression of smiling emoji.
The messages are part of the Blitz, a new advertisement from Tiktok, the famous social media application owned by the Giant BYTEDANCE, Chinese Internet. The campaign is developing Tiktok as a loyal to Americans and the hero of small companies, where the application swings towards a deadline on April 5 to sell the company to a non -Shipe owner or a ban in the United States. President Trump, who temporarily stopped a federal law calling for the sale of Tijook due to national security concerns related to his relationships with China, said it will give the application more time to a deal if necessary.
But Tiktok does not seem to take any chances.
In the past two months, the company renewed Washington in marketing; Buy Wraparound ads in the printed prints in New York Post, Wall Street Journal and The New York Times; And pour money in national commercial ads. (Continuing the topic of saving life, Tiktok ads have also emerged as a creator that sells a product that helps in managing CPR.)
Tiktok is rising to the rightness of itself after the Supreme Court in January supported the law unanimously the law that prohibits the application effectively, and the platform appeared in the United States for about 12 hours. Tiktok, which spent about $ 5 million on the time of advertising for commercials in February and March last year when Congress was discussing the ban for the first time, has already spent more than $ 7 million in the same month this year, according to AdIMPACT estimates, a media tracking company.
“Tikhak” is trying to raise public feelings for the company. ” She added: “This movement to” Save Tiktok “did not disappear at the eleventh o’clock of these negotiations.
Tiktok refused to comment.
Outside the ads, the company behaves largely as if it was the work as usual. Many creators said Tiktok assured the creators that he believed it has a future in the United States, which is largely due to the Trump administration.
He said. Lee Justin, the author and author of Tijk: “It is a total of 180.” “Once again in January, if you are in the app, you hear about the ban every day. It is not even on my page now – no one checks it.”
Mrs. Justin was among the creators who joined an invitation to surround in February with Tiktok CEOs, including Michael Bakerman, head of the General Policy of Tijk for the Americas, which pushed its morale.
“They were really really optimistic,” said Ms. Justin.
Advertising spending on the platform seems to have recovered this month. Several major brands stopped marketing on the platform before the ban in January and did not completely return in February, according to data from MIKMAK, a software company that tracks ads that lead to retail sales of more than 2000 brands. The law requires the Apple’s and Google’s application store to remove Tiktok, and these companies have not returned to this until mid -February. So far in March, Mikmak has seen advertising from Tiktok to the same level as in the fourth quarter.
“There is no channel in fact doing everything Tiktok does, and that the brands are informed otherwise that it is no longer able to spend dollars there, they will do,” said Rachel Tipograph, CEO of Mikaak.
The company also plans to appear in industry events, including a prominent gathering of advertisers in New York, in the coming months and planning projects with American creators who exceed April 5.
Tiktok was included as a partner at the Cannes Lions Festival in southern France in June. The company, Shou Chew, its CEO, and the United States -based Tiktok stars like Alix Earle to Confab last year. In May, it plans to present it in Newfants – an annual event hosted by the interactive advertising office of advertisers from New York digital media companies; The presentation between the Tubi broadcasting service and the Yahoo’s technology.
“She has returned to work as usual at the end of Tiktok,” said Daniel Dax, CEO of Palette Media, an agency representing more than 230 stars for social media. “They continue to plan through projects that exceed the date of theoretical ban.”
Tiktok and Bytedance have for years maintained that selling the application is impossible, partly because it will be banned by the Chinese government. Despite the deadline that is waving on the horizon of a deal and gossip from Mr. Trump around the potential suitor, Tijok did not say whether this position changed.
Last week, the senior assistants at Capitol Hill met with Oracle, the technology company whose name continues to go out as a possible address to Tiktok. The lawmakers who defended the law prohibiting Tiktok if not sold recently expressed their concern that Tiktok and Bytedance may try to conclude a deal with the Trump administration that will maintain the Chinese influence on the application and algorithm.
Mrs. Gourman said that Tiktok’s Advertision Blitz is another attempt by the company to alleviate those concerns of legislators.
“Tiktok is mainly tries to re -connect the law and encourage Congress to retract calls to impose it.”
Desire Hill, a 39 -year -old mechanic in Georgia, who appeared in Tijook’s ads, said she believed that highlighting small business owners was supposed to reach politics. She added: “It is a huge economic enhancement – you take it away and the companies are suffering.”
But it is also more worried about the future of Tiktok than it was in the beginning of January.
“They have shown us that they are able to cut off, so I feel more threat at the present time,” she said.