TikTok's PR and Perception Pitfalls

TikTok's American reality, a missed opportunity to reset the narrative, and some PR dos and don'ts. Also Succession memes.

@Kendallroylookingsad

I’ve written a lot of TikTok because it really has all the elements of intrigue. Here are a few reasons:

1. It found success in the social media and culture arena, a feat none of its Chinese peers have managed to conquer.TikTok has taken hostage of American millennials and Gen Z's short attention span, boasting an engaged user base that spends an average of over 90 minutes daily on a platform that started with silly dance videos.

2. TikTok has an internet-famous, heartthrob CEO who gives you advice on the millennial pause. (“Don’t do it,” and here’s to know your meme.)

3. TikTok is the poster child for Chinese companies expanding to US markets. The policy and regulatory treatments it receives will set the precedent for others and be the likely fate of many after it. Amid ongoing political debates about Chinese firms, it's set to be a key issue in the upcoming U.S. presidential election.