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Despite security concerns, marketers still bullish about TikTok

By our News Team | 2023

While some legislators want a complete ban on TikTok due to spying concerns, US marketers want to spend more on the platform.

As a potential TikTok ban looms in the United States, brands are anxious to see how any limitations will impact their marketing strategy. Despite this, many marketers remain steadfast in their investment on the app. 

The latest survey by Capterra, a software services provider, of over 300 marketers at businesses in the US that use TikTok for marketing or advertising initiatives, reveals that three in four expect to increase spending on TikTok in the next 12 months.

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Photo by Cottonbro Studio from Pexels

This is despite the growing security and brand-safety concerns around the social media platform.

According to the research team, marketers acknowledge there are drawbacks and ambiguity surrounding TikTok, as evidenced from the following figures:

  • 60% agree that concerns over TikTok’s data privacy and national security are justified.
  • 47% agree that TikTok’s algorithm is not transparent.
  • 45% believe that TikTok spies on US users.
  • 31% rate brand safety concerns as a top challenge of using TikTok.

A national ban in the US seems unlikely

Despite these concerns and heightened scrutiny from legislative bodies, most marketers believe a national ban is unlikely:

  • 56% say it is highly or somewhat unlikely that the federal government will ban or prevent TikTok from operating in the US.
  • 52% believe it is highly or somewhat unlikely that their state or local government will ban or prevent TikTok from operating.
  • 87% believe that TikTok is a viable platform for long-term marketing strategies.

Marketers would diversify into other platforms

However, marketers do believe a national TikTok ban would undoubtedly impact business, and most say they’d diversify their digital marketing strategy if a ban was enforced:

  • 82% believe that a TikTok ban would have a moderate to significant impact on achieving their company’s social media marketing or advertising objectives.
  • 70% think their company should expand their presence in other digital media channels excluding social media (e.g., email, video, etc.) if TikTok were to be banned.
  • Facebook (80%) and YouTube (79%) are rated as the most popular social media platforms marketers say they’d use as alternate platforms.

According to Marketing Dive, a marketing news website, the Capterra survey “paints a picture of a marketing industry that is committed to TikTok, despite threats of a ban by federal and state governments, with many planning to increase spending on the platform in the next year”.

In the event of a TikTok ban, the industry consensus seems to be that Meta, YouTube and Snapchat could see spikes in revenue, Marketing Dive noted.

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    Dr Kin Kariisa

    Group CEO - Next Media

    Dr. Kin Kariisa is an extraordinary force at the helm of Next Media Services, a conglomerate encompassing NBS TV, Nile Post, Sanyuka TV, Next Radio, Salam TV, Next Communication, Next Productions, and an array of other influential enterprises. His dynamic role as Chief Executive Officer exemplifies his unwavering commitment to shaping media, business, and community landscapes.
    With an esteemed academic journey, Dr. Kariisa’s accolades include an Honorary PhD in exemplary community service from the United Graduate College inTexas, an MBA from United States International University in Nairobi, Kenya, a Master’s degree in Computer Engineering from Huazong University in China, and a Bachelor’s degree in Statistics from Makerere University.
    Dr. Kariisa pursued PhD research in Computer Security and Identity Management at Security of Systems Group, Radboud University in Nijmegen, Netherlands. As a dynamic educator, he has shared his expertise as a lecturer of e-Government and Information Security at both Makerere University and Radboud University.

    Dr Kin did his PhD research in Computer Security and Identity Management at Security of Systems Group, Radbond University in Nigmegen, Netherlands. He previously served as a lecturer of e-Government and Information Security at Makerere University in Kampala, Uganda and Radbond University in Netherlands.

    Dr Kin did his postgraduate courses in Strategic Business Management, Strategic Leadership Communication and Strategies for Leading Successful Change Initiatives at Harvard University, Boston USA.

    • Other current and previous roles played by Dr Kin Kariisa:
    • Lecturer of e-Government and Information Security to graduate students at Makerere University, Kampala and Radbond University in the Netherlands
    • Director of Eco Bank Uganda Limited, one of the largest banks in Africa
    • Chairman of the National Association of Broadcasters, an umbrella industry association for all Television, Radio and online broadcasters in Uganda.
    • Chairman of Board of Directors of Nile Hotel International, that owns the leading hotel in Uganda, Kampala Serena Hotel.
    • Chairman of Board of Directors of Soliton Telmec Uganda, the leading telecom company in Optic fibre business managing over 80% of optic fibre in Uganda.