Why the 'need-to' basis use of TikTok won't change how SG govt plays on the platform

by Samuel Pordengerg Mar 21, 2023 News
Why the

According to media reports, TikTok will only be allowed to be used by public officers on a need-to basis. TikTok has been banned from government-issued devices in the United States, Canada and Belgium, among other places, due to fears that user data could be used by the Chinese government.

The parent company of TikTok, ByteDance, is based in China and has national security concerns. The US is concerned that the Chinese government may be able to access user data. The social media app could be used by the Chinese government to spread propaganda.

According to Channel News Asia, TikTok has 150 million monthly active users in the US, up from 100 million.

ByteDance was told to either sell its stake in TikTok or face a US ban. More US senators are in favor of a bill that would allow the president to ban TikTok on national security grounds.

TikTok was reprimanded by the Malaysian government for political advertising and provocative content. More than 350 requests were made to TikTok to take down comments. The Communications and Multimedia Minister told the media that he is in talks with the TikTok Malaysia team with regards to moderation level on the app after seeing a lot of questions about it for prejudice.

Sephora and TikTok are teaming up to help beauty brands.

With the growing distrust around TikTok, one has to wonder if the effects will spill over into advertisers who invest in campaigns on the app and content creators who rely on the app to maintain their social following. It looks like advertisers and content creators will not be scared off by the app's future on a governmental front.

TikTok has a lot of influence when it comes to its audience because people have their own reasons for using it. The co- founder of Yatta Workshop, an advertising company, said that she doesn't see any significant shifts in the way people think.

She said that there will always be a negative opinion of social networking apps. It is how people respond to it that matters. In Asia, the number of active users on TikTok continues to rise, and I believe that influencer marketers rely heavily on TikTok's unique tools and features.

She said that banning social networking platforms on government-issued devices is something that has been done before. SNDGG told media that TikTok will be subject to the same policies as other similar apps.

Jude Foo, a general manager and partner at Nine: TwentyEight said that the app is not being banned completely.

Even if there is a link and data is shared between TikTok and its parent company, people may not think it's very intrusive. It is similar to data being shared and collected by the internet search engine. People are on social platforms. He said that they know their data is moving.

It is unlikely that TikTok will be thrown from the throne because advertisers will go where the people are. Government bodies have more data security concerns than the general population. TikTok does not market to government officials. Marketing to the public is what it's about. It would only be a concern if users start worrying about their data.

The platform has the government playing on it.

The Singapore government uses social media a lot to reach out to young people. Many politicians use TikTok to spread information and connect with younger people in Singapore. Each of them has thousands of followers on their TikTok accounts and their videos are well received.

Will the ban affect how they market themselves online? The way the Singapore government markets itself could be affected.

Industry players say that it looks like it might be more of an annoyance than a big deal.

Execution and publishing of content is done by a third party and not in-house for most of the accounts. She said that government clients won't have to change their approval procedures and that they will be able to access the platform on their personal devices.

She said that the worry shouldn't be about whether or not the ban will affect their reach, but more of the relevancy of the content they're producing.

The social presence of ministers won't be affected by the ban on personal devices unless it is extended to personal devices. He said that it's about having better security protocols and separate devices for social media management.

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