TikTok’s ad business roars back as Trump’s threats recede

Donald Trump’s defeat in the US election was the turning point for many advertisers who were previously “on the fence” about TikTok, according to one media buyer. (Shutterstock/File Photo)
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Updated 16 February 2021
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TikTok’s ad business roars back as Trump’s threats recede

  • Platform was accused by Trump administration of being front for the Chinese government
  • Big brands backed off on spending even as TikTok executives offered refunds to advertisers

NEW YORK: Accused by the Trump administration of being a front for the Chinese government, TikTok’s ad business looked bleak last July.

Big brands backed off on spending even as TikTok executives offered refunds to advertisers in the event the hot social media platform were to be banned from operating in the United States.

But after it became clear Joe Biden had won November’s US presidential election, that all changed.

“The interest in TikTok has exploded,” said Erica Patrick, vice president and director of social media at Mediahub Worldwide, which has worked with brands including Netflix and Twitch. She said she expects client spending to increase significantly over the next six months.

While the Biden administration pauses a government lawsuit filed by Trump officials, corporate sponsors have raced back to the popular short video sharing app, booking advertising campaigns and experimenting with new ways to reach consumers, three ad agency executives told Reuters.

The clamor around national security and TikTok during the previous administration appears to have been “more of a stunt,” and has not been a serious concern for advertisers, Patrick said.

Trump’s defeat in the election was the turning point for many advertisers who were previously “on the fence” about TikTok, according to one media buyer.

As business picks up, the platform has also approached major brands individually in an effort to address lingering concerns such as the placement of their ads, the buyer said.

Although TikTok’s US advertising business is estimated to be small still compared with larger social platforms, TikTok said it tracked a 500 percent increase in advertisers running campaigns in the United States over the course of 2020. It says it continuously has conversations with advertisers on brand safety.

Since late last year, TikTok has signed up McDonald’s, Kate Spade, Chobani and Bose, as well as nonprofits including St. Jude Children’s Research Hospital, a TikTok spokeswoman said.

Bose has found that ads on TikTok are watched for longer than on other platforms, said Christina Kelleher, manager of global social media for Bose.

St. Jude has raised about $50,000 since September through a donation button on TikTok, according to ALSAC, the fundraising and awareness organization for St. Jude.

“TikTok is one of our fastest growing platforms,” said Rick Shadyac, chief executive of ALSAC, adding that the organization’s first ad campaign in December with actress Ashley Tisdale had “tremendous engagement.”

As the app seeks to earn more money and capitalize on its large Gen Z audience, TikTok’s revenue ambitions have grown and now include selling top-dollar ad packages centered around holidays or major events.

To celebrate Black History Month, TikTok will hold a virtual event with 500 Black creators on Thursday and has invited brands to sponsor the event for $750,000, according to a TikTok slide deck obtained by Reuters.

The company has also asked brands for $1.5 million to sponsor a live finale event on Feb. 26 featuring artist performances and special guest appearances, the slide deck showed.

E-commerce is a growing priority, TikTok said in a statement, as the company aims to take on Facebook’s Instagram, which lets users buy products directly through the app.

TikTok said it is exploring letting users share affiliate product links on the app, which could allow influencers and TikTok to earn a commission from sales.

Influencer marketing, already a major form of advertising on TikTok, is booming as more brands rush to pay top stars famous for their dance routines or comedy skits to promote products to their millions of fans.

The Influencer Marketing Factory, which has worked with brands including Dunkin and Amazon to arrange content deals with social media stars, has seen a five-fold increase in requests from brands wanting to work with TikTok influencers since November, said Alessandro Bogliari, chief executive of the agency.

Even staid companies such as financial services firms are asking how they can get in on the app, after the GameStop trading mania showed younger consumers have more varied interests than some advertisers had expected, said Joe Gagliese, chief executive of influencer marketing agency Viral Nation.

“TikTok has diametrically changed, you’re seeing finance and sports on there,” Gagliese said. “That’s what’s fueling other brands to come in and play.”


EU bans 4 more Russian media outlets from broadcasting in the bloc, citing disinformation

Updated 18 May 2024
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EU bans 4 more Russian media outlets from broadcasting in the bloc, citing disinformation

  • The EU has already suspended Russia Today and Sputnik among several other outlets since February 2022

BRUSSELS: The European Union on Friday banned four more Russian media outlets from broadcasting in the 27-nation bloc for what it calls the spread of propaganda about the invasion of Ukraine and disinformation as the EU heads into parliamentary elections in three weeks.
The latest batch of broadcasters consists of Voice of Europe, RIA Novosti, Izvestia and Rossiyskaya Gazeta, which the EU claims are all under control of the Kremlin. It said in a statement that the four are in particular targeting “European political parties, especially during election periods.”
Belgium already last month opened an investigation into suspected Russian interference in June’s Europe-wide elections, saying its country’s intelligence service has confirmed the existence of a network trying to undermine support for Ukraine.
The Czech government has imposed sanctions on a number of people after a pro-Russian influence operation was uncovered there. They are alleged to have approached members of the European Parliament and offered them money to promote Russian propaganda.
Since the war started in February 2022, the EU has already suspended Russia Today and Sputnik among several other outlets.

 

 


Israeli soldiers post abusive videos despite army’s pledge to act: BBC analysis

Updated 17 May 2024
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Israeli soldiers post abusive videos despite army’s pledge to act: BBC analysis

  • The BBC analyzed 45 photos and videos posted online by Israeli soldiers that showed Palestinian prisoners in the West Bank being abused and humiliated

LONDON: Israeli soldiers continue to post videos of abuse against Palestinian detainees despite a military pledge to take action against the perpetrators, analysis by the BBC has found.

The broadcaster said it had analyzed 45 photos and videos posted online by Israeli soldiers that showed Palestinian prisoners in the West Bank being abused and humiliated. Some were draped in Israeli flags. 

Experts say the footage and images, which showed Palestinians being stripped, beaten and blindfolded, could breach international law and amount to a war crime.

The Israel Defense Forces said some soldiers had been disciplined or suspended for “unacceptable behavior” but did not comment on the individual cases identified by the BBC.

The most recent investigation into social media misconduct by Israeli soldiers follows a previous inquiry in which BBC Verify confirmed Israeli soldiers had filmed Gazan detainees while beating them and then posted the material on social platforms.

The Israeli military has carried out arbitrary arrests across Gaza and the West Bank, including East Jerusalem, since the Hamas attack on Oct. 7. The number of Palestinian prisoners in the West Bank has since risen to more than 7,060 according to the Commission of Detainees’ Affairs and the Palestinian Prisoner Society.

Ori Givati, spokesperson for Breaking the Silence, a non-governmental organization for Israeli veterans working to expose wrongdoing in the IDF, told the BBC he was “far from shocked” to hear the misconduct was ongoing.

Blaming “current far-right political rhetoric in the country” for further encouraging the abuse, he added: “There are no repercussions. They [Israeli soldiers] get encouraged and supported by the highest ministers of the government.”

He said this played into a mindset already subscribed to by the military: “The culture in the military, when it comes to Palestinians, is that they are only targets. They are not human beings. This is how the military teaches you to behave.”

The BBC’s analysis found that the videos and photos it examined were posted by 11 soldiers of the Kfir Brigade, the largest infantry brigade in the IDF. None of them hid their identity.

The IDF did not respond when the BBC asked about the actions of the individual soldiers and whether they had been disciplined.

The BBC also attempted to contact the soldiers on social media. The organization was blocked by one, while none of the others responded.

Mark Ellis, executive director of the International Bar Association, urged an investigation into the incidents shown in the footage and called for the IDF to discipline those involved.

In response to the BBC’s investigation, the IDF said: “The IDF holds its soldiers to a professional standard … and investigates when behavior is not in line with the IDF’s values. In the event of unacceptable behavior, soldiers were disciplined and even suspended from reserve duty.

“Additionally, soldiers are instructed to avoid uploading footage of operational activities to social media networks.”

However, it did not acknowledge its pledge to act on BBC Verify’s earlier findings in Gaza, according to the broadcaster.


4 journalists killed in Gaza as death toll climbs above 100

Updated 17 May 2024
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4 journalists killed in Gaza as death toll climbs above 100

  • 104 Palestinian media workers reported dead, along with 3 Lebanese and 2 Israelis

LONDON: The Gaza Media Authority on Thursday said that four journalists had been killed in an Israeli airstrike, bringing the total number of journalists killed in the conflict to more than 100.

The victims were identified as Hail Al-Najjar, a video editor at the Al-Aqsa Media Network; Mahmoud Jahjouh, a photojournalist at the Palestine Post website; Moath Mustafa Al-Ghefari, a photojournalist at the Kanaan Land website and Palestinian Media Foundation; and Amina Mahmoud Hameed, a program presenter and editor at several media outlets, according to the Anadolu Agency.

The Gaza Media Office said the four were killed in an Israeli airstrike, but did not provide additional details on the circumstances surrounding their deaths.

A total of 104 Palestinian journalists have been killed since the conflict began on Oct. 7. Two Israeli and three Lebanese media workers also have been killed.

The latest loss adds to the already heavy toll on media workers, with the Committee to Protect Journalists saying the Gaza conflict is the deadliest for journalists and media workers since it began keeping records.

Israel is continuing its offensive on Gaza despite a UN Security Council resolution demanding an immediate ceasefire.

On Thursday, South Africa, which has brought a case accusing Israel of genocide to the International Court of Justice, urged the court to order Israel to halt its assault on Rafah.

According to Gaza medical authorities, more than 35,200 Palestinians have been killed, mostly women and children, and over 79,200 have been injured since early October when Israel launched its offensive following an attack by Hamas.


Russia outlaws SOTA opposition news outlet

Updated 17 May 2024
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Russia outlaws SOTA opposition news outlet

  • Authorities said outlet tries to destabilize the socio-political situation in Russia
  • Move could criminalize SOTA content and puts its reporters at risk of arrest

LONDON: Russia declared opposition media outlet SOTA “undesirable” on Thursday, a move that could criminalize the sharing of its content and put its reporters at risk of arrest.
Authorities in Russia have declared dozens of news outlets, think tanks and non-profit organizations “undesirable” since 2015, a label rights groups say is designed to deter dissent.
In a statement, Russia’s Prosecutor General accused SOTA of “frank attempts to destabilize the socio-political situation in Russia” and “create tension and irritation in society.”
“Such activities, obviously encouraged by so-called Western inspirers, have the goal of undermining the spiritual and moral foundations of Russian society,” it said.
It also accused SOTA of co-operating with TV Rain and The Insider, two other independent Russian-language outlets based outside of the country that are linked to the opposition.
SOTA Project, which covers opposition protests and has been fiercely critical of the Kremlin, denied it had anything to do with TV Rain and The Insider and rejected the claims.
But it advised its followers in Russia to “remove reposts and links” to its materials to avoid the risk of prosecution. SOTA’s Telegram channel has around 137,000 subscribers.
“Law enforcement and courts consider publishing online to be a continuing offense. This means that you can be prosecuted for reposts from 2023, 2022, 2021,” it said.
SOTA Project was born out of a split with a separate news outlet called SOTAvision, which still covers the opposition but distanced itself from the prosecutors’ ruling on Thursday.
Since launching its offensive in Ukraine, Moscow has waged an unprecedented crackdown on dissent that rights groups have likened to Soviet-era mass repression.
Among other organizations labelled as “undesirable” in Russia are the World Wildlife Fund, Greenpeace, Transparency International and Radio Free Europe/Radio Liberty.


OpenAI strikes deal to bring Reddit content to ChatGPT

Updated 17 May 2024
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OpenAI strikes deal to bring Reddit content to ChatGPT

  • Deal underscores Reddit’s attempt to diversify beyond its advertising business
  • Content will be used to train AI models

LONDON: Reddit has partnered with OpenAI to bring its content to popular chatbot ChatGPT, the companies said on Thursday, sending the social media platform’s shares up 12 percent in extended trade.
The deal underscores Reddit’s attempt to diversify beyond its advertising business, and follows its recent partnership with Alphabet to make its content available for training Google’s AI models.
ChatGPT and other OpenAI products will use Reddit’s application programming interface, the means by which Reddit distributes its content, following the new partnership.
OpenAI will also become a Reddit advertising partner, the company said.
Ahead of Reddit’s March IPO, Reuters reported that Reddit struck its deal with Alphabet, worth about $60 million per year.
Investors view selling its data to train AI models as a key source of revenue beyond Reddit’s advertising business.
The social media company earlier this month reported strong revenue growth and improving profitability in the first earnings since its market debut, indicating that its Google deal and its push to grow its ads business were paying off.
Reddit’s shares rose 10.5 percent to $62.31 after the bell. As of Wednesday’s close, the stock is up nearly 12 percent since its market debut in March.