The CEO of global multi-platform influencer marketing agency TAKUMI defends TikTok, calling it an inspirational and creative platform for the influencer space.
Mary Keane-Dawson, group CEO at TAKUMI, made a statement supporting the use of the fast-growing TikTok platform for business and influencer marketing. As a TikTok creative partner, TAKUMI works with influencers on the platform to deliver global marketing campaigns for brands such as Visa and Mercedes.
In the statement Keane-Dawson said: “TikTok has undoubtedly brought many benefits to the US and global markets, changing cultural mindsets, helping to shape movements and infusing new inspiration and creativity into the influencer space as well as creating jobs during an economically challenging period.
“TAKUMI has adopted a multiplatform strategy with an eye on future-proofing the business. Influencer agencies must be nimble enough to explore new and fast-growing platforms including TikTok and Triller as well as possessing expertise in more established and legacy platforms such as Instagram, YouTube and Twitch.”
TikTok is a social media app that lets users record 15-second short form videos. It was launched in 2017 and has dramatically increased in popularity over the past year, with over one billion active users, one hundred million of whom come from the United States.
The social media platform has gained popularity with young influencers and creative brands, however, due to concerns about security and the storage of personal data, American President Donald Trump has announced a proposed plan to ban the app.
TikTok is owned by the Chinese company ByteDance who insists that no US user information is stored in China or shared with the Chinese government. Trump’s ban could come into effect as soon as September 15 and would be incredibly problematic for those who rely on the platform for business.
Keane-Dawson defends the platform but concedes that it must be willing to uphold the highest standards: “TikTok has exploded onto the scene in recent months with over 800 million downloads worldwide. But with greater popularity comes increased responsibility and, like all social media platforms, it must uphold the highest standards particularly when it comes to data privacy and security.
“It’s important that all social media platforms are held to account, such rigorous questioning of their data handling is healthy and necessary for the industry. Transparency is more important than ever both for consumers and businesses who want to operate in a safe environment.”
TikTok has been working to be more transparent, recently launching a Transparency and Accountability Centre for moderation and data practices, along with clarifying information about its algorithm in an attempt to explain exactly what data is being collected. Keane-Dawson added that TAKUMI supports this approach from the social network and encourages other platforms to follow suit.
She concluded by stating that the proposed sale of TikTok to Microsoft in the US could offer additional reassurance for consumers and businesses as it could help to alleviate their security concerns while allowing for healthy market competition.