TikTok is rallying its US users to oppose a proposed bill that could ban the app from government devices, arguing it falls under an unjustified category of “prohibited software applications” alongside competitors, as reported by Marketing Dive. The company launched a nationwide call-to-action via a pop-up ad on its platform and a blog post by Michael Beckerman, Head of U.S. Public Policy at TikTok, that encouraged users to contact their local legislators. The advertisement, which says “Don’t let Congress kill off the TikTok community… Stand Up for TikTok.” has already garnered over 1.7 million views.
The proposed bill, titled the “Prohibited Software Applications on Government Devices Act,” is an attempt by the U.S. government to restrict access to apps like TikTok on government devices due to the perceived security risk. In addition to TikTok, other apps like China’s WeChat are also targeted by the law. TikTok is not backing down and responds by asserting that this ban mischaracterizes the app, stating that it leverages robust security protocols and maintains strict data access controls.
The action by TikTok presents a valuable marketing takeaway: stressful circumstances can be turned into unique opportunities to engage and mobilize users. The pop-up ad and blog post allowed TikTok to directly communicate its standpoint to a vast user base, mobilizing them to take action in support of the platform. This proves that businesses can effectively leverage their user base for advocacy purposes under challenging circumstances. When facing controversy or challenges, direct communication with the consumer base can be a highly strategic way to garner support and build a stronger relationship with users.
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