TikTok Regulations In The News | How Marketers Could Be Affected
May 16, 2023
TikTok has become a global sensation with over 1 billion active users worldwide. The app has become a hub for creativity, entertainment and viral trends. However, with the increasing popularity of the app, there have been growing concerns about user privacy and content regulation. In recent news, TikTok has faced several regulations, including age limits and banning from government-issued devices. In this blog post, we will explore what these regulations mean for the future of TikTok and social media marketing.
One of the most significant regulations that TikTok has faced is the implementation of age limits. The app has been under scrutiny for the past year due to the number of young users on the platform. The app’s terms of service state that users must be at least 13 years old to use the app, but many children under that age still manage to create accounts.
To address this issue, TikTok introduced a feature called “family pairing” in April 2021, which allows parents to link their accounts to their children’s accounts and set limits on screen time, direct messaging and restricted content. TikTok also changed its default settings to make all accounts of users under 18 private by default, which means their videos can only be seen by their followers.
The age limit regulation has had a significant impact on TikTok’s user base. According to a report by Sensor Tower, the number of new TikTok downloads by users under 13 years old decreased by 70% in the first two weeks after the age limit policy was implemented. The report also found that the app’s downloads decreased by 34% overall in that same period.
While the age limit regulation may seem like a blow to TikTok’s growth, it’s actually a positive step in ensuring the safety and well-being of young users on the platform. The app’s popularity among young people has made it a target for unsafe conditions, and the age limit policy can help protect children using the platform.
Banning from Government-Issued Devices
TikTok has also faced bans from government-issued devices due to security concerns. In August 2020, the US government issued an executive order that would ban TikTok from being downloaded on any government-issued device, citing concerns that the app could be used for spying by the Chinese government.
This ban was later blocked by a federal judge, but the Biden administration has continued to review TikTok’s security practices. In February 2021, the US Department of Defense reaffirmed its ban on the use of TikTok on government-issued devices.
This ban has had a minimal impact on TikTok’s user base, as the majority of users access the app on their personal devices. However, it highlights the growing concerns about TikTok’s security practices and the potential risks of using the app.
Future of TikTok and Social Media Marketing
TikTok’s recent regulations have significant implications for the future of the app and social media marketing as a whole. The age limit regulation shows that TikTok is taking steps to ensure the safety of its users, which can increase trust and credibility with both users and advertisers.
However, the decrease in downloads after the age limit policy was implemented shows that TikTok’s user base may shrink as a result of the regulation. This could potentially affect the app’s advertising revenue, as advertisers may be hesitant to invest in a platform with a smaller audience. The age limit regulation could also result in a decrease in younger users on TikTok, which may impact the app’s overall user base. Marketers who target younger audiences may need to reconsider their marketing strategies and explore other platforms where their target audience is more active.
The banning of TikTok on government-issued devices highlights the potential risks associated with the app and social media platforms in general. This could make advertisers more hesitant to invest in the app, as the security concerns may impact the app’s long-term viability. TikTok’s recent regulations demonstrate the app’s commitment to user safety and security. This could create a more trustworthy and credible platform for users and advertisers, which could lead to more long-term investments in the platform.
In some ways, these kinds of regulations might help emphasize the value that users place on authenticity. TikTok’s algorithm and user-generated content have made it a hub for viral trends and influencer marketing. Marketers who collaborate with influencers on the app can reach a wider audience and connect with them in a more authentic and engaging way.
Despite these challenges, TikTok still has a significant influence on social media marketing. The app’s algorithm and user-generated content have made it a hub for viral trends, and it has provided a unique opportunity for brands to connect with younger audiences in a creative and engaging way.
The recent regulations implemented by TikTok highlight the importance of staying informed about the latest trends and regulations in social media marketing. As TikTok continues to grow and evolve, it’s essential for brands to keep up with the latest trends and understand the app’s audience. This means adapting their marketing strategies to fit the platform, creating content that resonates with TikTok users, and collaborating with influencers to reach a wider audience.
If you’re looking for a social media partner, contact us today! Commit Agency is a full-service advertising agency located in the Phoenix, Ariz., metro area that believes thoughtfully designed consumer interactions informed by a well-defined brand create moments worth remembering and sharing.