TikTok, the short-form video-sharing mobile application launched in 2017, recently found itself facing a potential ban in the United States. As a result, in July 2020, the company turned to influencers to help rally support against the ban. The company paid some influencers to attend an anti-ban rally in D.C.
Why did TikTok need to pay for influencers to attend this rally? There are several reasons.
First, influencers can help TikTok reach a wider audience. They have established relationships with many key public figures and can help spread the company’s message to their followers. As a result, their involvement in the rally will help create a buzz that will spread to their followers and beyond.
Second, influencers also have tremendous influence over their followers. By getting influencers to attend the rally, TikTok hoped to make an impact on their followers and persuade them to oppose the ban. Therefore, the company was able to deploy some of its influencers to help create a groundswell of public opinion in favor of the app.
Third, TikTok needed to get the message out quickly and the only way to do this was to leverage the networks of influencers. Influencers have a much larger reach than a single press release, and they can reach many people more quickly. Therefore, this was an effective way for TikTok to get their message out to as many people as possible.
Finally, influencers also add credibility to a company’s message. Having influencers visibly taking part in the rally helps create a sense of legitimacy to the cause, and it gives people confidence that the issue is worth paying attention to. By having influencers at the rally, TikTok was able to send a sign to their followers that they were serious about their efforts to prevent a ban.
Overall, there is no doubt that paying influencers to attend an anti-ban rally was worth it for TikTok. Not only did it help reach a wider audience, but it also helped them create a groundswell of public opinion and lent credibility to the cause. It was a smart move that ultimately paid off for the company and that’s why TikTok needed to pay for influencers to attend the anti-ban rally.
