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TikTok, the leader of the short video industry, has really made a bloody investment this time, and has entered the American TV circle with a blockbuster, smashing more than 2 million US dollars, firing on all cylinders, and launching an advertising frenzy called "creating life on TikTok"! Professional data revealed, the first wave of offensive alone burned 2.1 million oceans, and I heard that the actual investment behind TikTok is far more than that!
The 30-second campaign is like a condensed symphony of life, with seven TikTokers of different identities in the camera: a cowboy singing on horseback, a teacher who teaches and solves doubts, a selfless mother, and a hard-working farmer...... Their personal experiences have strung together vivid pictures, including in-depth interviews, wonderful moments that have become popular all over the Internet, and pictures of everyone uniting to defend the rights and interests of the TikTok platform, which truly demonstrates the strength and value of the TikTok community.
The picture comes from the Internet
TikTok is targeting the key chameleon states — Nevada, Montana, Wisconsin, Pennsylvania, Ohio, all of which are in the heat of the Democratic Senate race, where every vote is as precious as gold. Not only that, but the ad also intends to conquer hot spots such as New York, Massachusetts, and Minnesota, with the ambition to set off a storm across the country, and the deep meaning behind it is clear - it is to tell everyone that TikTok is not only an entertainment platform, but also a major event related to people's livelihood.
The picture comes from the Internet
In the face of the looming ban crisis of the US government, TikTok spoke out angrily: "Everyone has to understand that the government wants to deprive our 170 million American users of the right to speak, and also wants to cut off the survival line of 7 million small and micro businesses on the platform!"
The picture comes from the Internet, and the picture comes from the Internet
At this critical juncture, TikTok's future is in the hands of a hundred senators, whose vote can decide whether or not a ban will be implemented. Therefore, TikTok has made great efforts in public relations, and after spending $8.74 million to deal with political bigwigs last year, this year it is directly talking to the masses, striving to awaken everyone's cognition, and forming a powerful torrent of public opinion with the help of the masses. The $2.1 million in TV commercials is just the tip of the iceberg, and a national debate involving technology, rhetoric, and the economy is poised to take place.
TikTok's advertising this time can be described as an all-round attack, no longer just staring at politicians and its own users, but also to touch the hearts of every voter. On the 27th, the first TV commercial debuted, with the theme of "creating a life on TikTok" that touched people's hearts. Advertising analysis agencies broke the news that this wave of TikTok alone cost $2.1 million, and the actual cost is estimated to be more.
In the ad, seven TikTok stars take turns telling their stories: cowboys who have succeeded with TikTok, teachers who have used it to improve their teaching, mothers who have found mutual support, and small businesses and farmers who rely on the platform for their livelihoods. The ad is a clever mix of interviews, user-created videos, and touching scenes of people rallying to protest a possible ban.
The ad is full of golden sentences: "Without TikTok, I would not be where I am today", "TikTok has made me a better educator and connected the world inside and outside the classroom", "Imagine that 5 million businesses rely on TikTok to sustain their business", "Moms can always find empathy and support on TikTok", "If we lose all this, our hearts will break", "The lives of too many people are about it, we must speak out and not let them take away our freedom".
The picture comes from the Internet
The report pointed to the first wave of advertising areas, targeting five swing states where the Democratic Senate race was tight and desperate for votes. At the same time, advertising will also occupy the heart of New York and Boston, where there are many young people and media personalities who can be reckoned with, and Senator Amy Klobuchar of Minnesota, who hates TikTok and is seeking re-election this year, has naturally become a focus of advertising.
With the ban bill greenlit all the way to the House of Representatives, TikTok's lobbying focus immediately shifted to the Senate, where the 100 bigwigs were the key players in the final decision. Although the Senate has not yet announced when there will be a move, many lawmakers have not yet made a stand, some talk about "ownership transfer" rather than a simple ban, and some are firmly opposed. Among the heavyweight senators, Mark Warner and Marco Rubio strongly supported the ban on security concerns, while Maria Cantwell argued that a single company should not be targeted, advocated for other policy approaches, and proposed a hearing to discuss it.
Political observer Jim Newell sharply commented that the wrestling of politicians just gives TikTok more time and space to lobby. Last year, ByteDance spent $8.74 million to convince American politicians, and this year it is aimed at the general public, and the $2.1 million TV ad may be just the beginning. According to the latest national survey, about 20% of the 1,001 people surveyed insist that TikTok must be banned, 27% say they will ban it if they don't sell themselves, 31% firmly oppose the ban, and the remaining 22% may still be hesitant to make a clear statement.
The survey further revealed that perceptions of whether or not to ban vary widely across age groups, political party backgrounds, and TikTok users and non-users. For example, nearly half of young people between the ages of 18 and 34 oppose the ban, compared to only 11% of those over 65, and almost two-thirds of TikTok users are on the side of the ban. TikTok's advertising campaign in the United States is undoubtedly a forward-looking strategic layout launched in the context of a crisis, and every expenditure contains thoughtful and firm determination.
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