In April 2024, President Biden signed a law banning TikTok in the U.S. unless ByteDance sold it to another owner (https://www.congress.gov/bill/117th-congress/senate-bill/1143).
Right now, ByteDance owns TikTok and is located in China. And the Chinese government appears to be very interested in all the data collected by TikTok. Data that comes from American cell phones, laptops, and iPads. Who knows why? I’m sure we can guess, but it can be assumed China only sometimes has America’s best interests in mind. And if you use TikTok, there is no telling where your personal information is right now.
This YouTube video from In Case You Missed provides a good overview of the topic, where your information could go, and what countries are vying to get their hands on it. It’s clear the United States government is already concerned about TikTok and bans it on all federal government and government corporation devices. Several states have also banned the popular app, including Alabama, Georgia, Idaho, New Hampshire, North Dakota, Utah, Texas, Maryland, Montana, South Dakota, South Carolina, Nebraska, Iowa, Oklahoma, Tennessee, and Virginia.
From a marketing standpoint, this is troublesome to those who have invested in it, especially those who make “short-form” videos to influence users. But social media always seems to adjust to change. TikTok isn’t the only place for making influential videos. Instagram Reels, which launched in August 2020, is also a short video platform. If TikTok is banned, it’s a sure bet Instagram Reels will pick up many of those users. But what does this mean for a social media expert witness like me? It means there is significant growth in litigation in the industry.
As a Social Media Expert Witness I Can Tell You What TikTok Did
TikTok was purchased by ByteDance in 2017, but once it launched, it gained momentum quickly. As of April 2024, there were 1.58 active users. It is the fifth most used social media network and leading streaming app, behind Facebook, YouTube, WhatsApp, and Instagram. Although it’s number five, it’s become an economic advantage for savvy social media marketers.
TikTok is very popular among U.S. people ages 18 to 29 (62%). It’s a big part of their day, and digital market experts have noticed. In 2022 alone, $4 billion in advertising revenue was generated. It represents around 1% of digital ad spending in America. But with that opportunity comes the chance of misdirection and deception for marketers. Data privacy around the collection and storage of user information is a big concern. Content promotion algorithms can potentially spread harmful misinformation about a company or influencer. Creators may have their content misused.
As a writer and business consultant in social media marketing for several decades, I can explain how TikTok is relevant to an attorney’s case. I know the platform can have nefarious applications and how it can be used to deceive users. I’m also teach in Stanford University’s “Continuing Studies” program, focused on SEO, social media, and advertising. I’m used to stepping up and explaining how platforms like TikTok work to a jury. If you are looking for a social media expert witness ready to explain TikTok to a jury, contact me.
