Tiktok ads portray the app as a force for good as the ban on the United States

In an emotional advertisement running on Facebook and Instagram in the last month, a young woman, Katie, speaks that she has been diagnosed with a disease that has led to renal failure at the age of 19. But he was able to find a transplant match “because a stranger was scrolling on Tiktok”.

Thanks to the kidney of the unknown one, he continued, he was here today. “For some people, having Tiktok was literally life -saving,” wrote the company in a caption dotted with an EMOJI smiling in tears.

The messages are part of a new CEO of Tiktok’s Blitz, the popular social media app owned by the bytedance of the Gigante Chinese internet. The Incregicia Tiktok campaign as a Salvatore of Americans and champion of small businesses while the app contains towards a deadline of April 5 to sell the company to a non -Chinese owner or face a ban in the United States. President Trump, who paused a federal law He asked the sale of Tiktok due to the concerns about national security relating to his ties with China, he said that he will give the app more time for an agreement, if necessary.

But Tiktok doesn’t seem to take risks.

In the last two months, the company has background in Washington in marketing, she has purchased enveloping ads in the printed editions of the New York Post, the Wall Street Journal and the New York Times and poured money into national advertising commercials. (Continuing the theme of life rescue, Tiktok’s announcements have also characterized a creator who sells a product that helps to administer the RCP.)

Tiktok is climbing for the same correction after the Supreme Court in January unanimously supported The law that effectively prohibits the app and the platform has become dark in the United States for about 12 hours. Tiktok, who spent about $ 5 million in advertising time for commercials in February and March last year, when the congress discussed the ban for the first time, has already spent more than $ 7 million in the same months this year, according to Adimpact estimates, a media monitoring company.

Tiktok is “trying to increase public sentiment in favor of the company”, said Lindsay Gorman, managing director of the technological program at the German Marshall Fund and a technological consultant under the Biden administration. “This movement for” Save Tiktok “did not go away in the eleventh hour of these negotiations.”

Tiktok refused to comment.

Outside the announcements, the company largely acts as if it were business as usual. Since February, Tiktok has ensured creators who believes he has a future in the United States, largely due to the Trump Administrationthey said several creators.

“It is a total of 180,” said H. Lee Justine, creator and author of Tiktok. “In January, if you were on the app, you had heard of the ban every single day. It’s not even on my page for you – nobody chatted me.”

Mrs. Justine was among the creators who joined a briefing in February with the managers of Tiktok, including Michael Beckerman, head of the public policies of Tiktok for the Americas, the tone he supported his spirits.

“They were really, really confident,” said Mrs. Justine.

Advertising spending on the platform seems to have recovered this month. Many important brands had paused their marketing on the platform before the January ban and they did not return completely in February, according to Mikmak data, a software company that keeps track of advertising that lead to retail sales for over 2,000 brands. The law required an App Store like Apple and Google to remove Tiktok, and those companies not Re -enter it until mid -February. So far in March, Mikmak has seen Tiktok advertising traffic return to the same level as the fourth quarter.

“There is really no channel out there that does everything Tiktok does, and until the brands are not said otherwise that they can no longer spend dollars there, they will do so,” said Rachel Tipographe, CEO of Mikmak.

The company is also planning to appear in sector events, including a prominent meeting for advertisers in New York, in the coming months and planning projects with American creators who extend beyond April 5.

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 CEO, and the Tiktok stars based in the United States as Alix Earle at the Confab of last year. In May, he planned to present an annual event hosted by the Interactive Advertising Bureau for the advertisers of Digital Media New York companies in Newfronts; The presentation is included between the Tubi’s streaming service and the Yahoo’s technological company.

“He returned to work as usual at the end of Tiktok,” said Daniel Daks, CEO of average palettes, an agency that represents more than 230 stars of social media. “They continue to plan the projects that go far beyond the theoretical prohibition date”.

Tiktok and Bytedance have claimed for years that a sale of the app is impossible, in part because it would be blocked by the Chinese government. Despite the mixing deadline for an agreement e Chatter from Mr. Trump on potential pretenders, Tiktok did not say if that position has changed.

Last week, the best helpers to Capitol Hill encountered Oracle, the technological society whose name continues to come as a potential of Tiktok’s pretender. Legislators who supported the law that prohibits Tiktok if it has not been sold recently expressed concern for the fact that Tiktok and Bytedance could try to conclude an agreement with the Trump administration that would keep the Chinese influence on the app and its algorithm.

In a sense, Tiktok advertising blitz is another attempt by the company to relieve those concerns by the legislators, said Mrs. Gorman.

“Tiktok is essentially trying to restore him to the law and encouraging the congress to go back on calls to enforce it.”

Desiree Hill, a 39 -year -old mechanic in Georgia who appeared in Tiktok’s advertisements, said he believed that the highlighting of the owners of small businesses should reach politicians. “It’s a great economic booster: take it away and companies suffer,” he added.

But he is also more worried about Tiktok’s future than he was at the beginning of January.

“They showed us that they can reduce access, so I feel like if it were more a threat right now,” he said.