Yeah, there’s some attention-grabbing context to this new push from TikTok.
Because it continues to battle for its life within the U.S., TikTok has launched a new promotional push in Canada, which goals to focus on how the app helps Canadian companies, and the broader neighborhood, by facilitating connection and engagement.
TikTok will characteristic a spread of inspirational Canadian creators in a brand new sequence of 60-second video clips, which might be shared on the @TikTokCanada account.
And there are some good tales in there, like supporting Indigenous-owned household companies, serving to Canadians monetize their passions, and rising small-scale operations.
These are all worthwhile contributions, although it does really feel like TikTok has neglected one huge factor. Which, in fact, is probably going the important thing level.
As TikTok notes:
“TikTok Canada and its tons of of workers are dedicated to supporting Canadian creators and small companies as they construct communities and thriving companies and careers.”
These can be the identical workers that the Canadian authorities is looking for to evict from the nation solely, because of nationwide safety considerations.
In November final yr, the Canadian authorities issued an order for TikTok to dissolve its Canadian enterprise, citing nationwide safety dangers. Canadian officers haven’t sought to ban the app within the area, because the U.S. authorities has, however they’ve referred to as for TikTok’s native enterprise to close down, and transfer out of the nation.
And very like the U.S. push, the precise causes for such aren’t solely clear.
As defined by Canadian Innovation Minister Francois-Philippe Champagne:
“The choice we took was to guard the nationwide safety of Canada on the idea of the evaluation that we performed with our safety providers, and we got here to the conclusion that these actions that had been performed that had been performed in Canada by TikTok at their workplaces can be injurious to nationwide safety.”
So these tons of of workers dedicated to supporting Canadian creators, the Canadian authorities truly desires gone, for undisclosed causes.
Which, as famous, can be why TikTok has launched this marketing campaign, in an effort to stress Canadian officers to drop their push to evict the corporate from the nation.
TikTok launched a authorized problem in opposition to the Canadian Authorities’s motion in December, and it’s nonetheless pushing to combat the order.
Possibly, with this marketing campaign, it’s hoping that neighborhood assist will strengthen its push, although with out figuring out what the total case is in opposition to it, it’s exhausting to take a position on whether or not that’ll be efficient.
Both approach, it’s one other battle for TikTok, as it really works to keep up its maintain in Western nations. And if an answer can’t be discovered within the U.S., forcing TikTok to be minimize off from American customers, that may very well be the start of the top of the app, with different nations additionally contemplating their place on the corporate.
So whereas it’s framed as an inspirational marketing campaign, it’s actually a propaganda push from TikTok to fight authorities regulation.
That strategy didn’t sway U.S. senators, however perhaps it’ll be more practical with these up north.
