This Thursday, after weeks of speculation around the topic, President Trump issued an executive order banning TikTok, the social media app owned by Chinese company ByteDance. The rationale around the decision stems from perceived security issues with the app — the White House has gone so far to say that users should have the TikTok on their phones, “…only if you want your private information in the hands of the Chinese Communist Party.” The executive order also states that the apps must find American owners by September 15th to continue operations within the U.S. In response, TikTok announced Saturday that it plans to sue the Trump administration for its right to operate. Meanwhile, users and advertisers are scrambling to work with a platform that has been incredibly popular during the COVID-19 quarantine, citing a whopping 315 million downloads in Q1 alone, but may not be around for much longer. 

While these orders are a lot to unpack, let’s start here —at the initial claim around TikTok’s security issues. Outside of a Reddit post where a user reverse-engineered TikTok and revealed his findings, there hasn’t been much, really, to point to. His work alerted users to the app’s considerable data collection, but these practices aren’t unheard of in the social-media landscape and can be found in competitors’ existing data practices. 

Turning to the matter of potential Chinese government interference, experts have argued that there’s no foreseeable gain for the CCP to use ByteDance’s data, as TikTok’s user base is largely made of Gen Z contributors. And while the dance moves are 🔥, they don’t offer much more security information other than a trending appreciation for rapper Megan Thee Stallion. Likewise, experts have stated that the tremendous financial impact of a global Chinese-owned app would not be one that the Party is likely to squander, and TikTok itself has said they have, “never been asked by the Chinese government to remove any content and we would not do so if asked.”

So, what, exactly, is the issue? Should marketers back off of the platform? Should we resurrect Byte or pivot to Reels? In our opinion, advertisers should continue on as planned. The likelihood of TikTok truly vanishing is slim, especially given that Microsoft has already expressed interest in buying the platform. Worst case scenario, even if you’re only running creative for the next 45-days, engagement is expected to be high as users seek to cram in more time on the platform in what may be its last halcyon days. It’s also reasonable to assume that the editing/video features of the platform will likely find a new home in one or several U.S. social media counterparts, meaning all your time spent perfecting your transitions will not have been in vain. 

What marketers should be more attuned to is the next steps taken by the White House. Politics aside, it’s rare to see such a blatant act of censorship come down from an administration. Blocking apps has long been a tactic of more authoritarian governments, from China’s own block of Facebook and Google, and blocks of Twitter in Turkey, Egypt and North Korea. What comes next, in terms of either policy or government orders, is more indicative of what the U.S. government will tolerate (or not) in terms of competition, and less around alleged security threats. So, for now, keep your content coming. Just be prepared to shift accordingly, given this administration’s mercurial whims. 

Privacy Concerns Fuel Executive Order, But the Real Threat Isn’t TikTok

What's really at play concerning the TikTok executive order.

Regular

A “neurological disease of essentially demonic cause.” What do you think scientists and researchers were referring to when you read this? Exorcist-level possession? Patrick Bateman’s unhinged narcissistic personality disorder? 

After years of maligning nostalgia, science has found that it has “been shown to counteract loneliness, boredom and anxiety. It makes people more generous to strangers and more tolerant of outsiders. Couples feel closer and look happier when they’re sharing nostalgic memories. On cold days, or in cold rooms, people use nostalgia to literally feel warmer.”

Well, I don’t know about you, but I think the world could use a heavy dose of nostalgia right about now. In my own attempt to have a brighter outlook, I have been looking to a simpler time. A time when I wore jellies, carried a fluffy pen and lusted after a brooding vampire (no, not Edward Cullen). What era am I talking about? The 90s! 

Thanks to Netflix, Hulu and the cyclical nature of fashion, the 90s are back in a big way. 

Here is my 90s therapy starter pack for those who lived through it and for those who have no idea what I’m talking about.

The perfect love-letter to the 90s and loosely based on the Jane Austen-classic "Emma". Sometimes problematic, still endearing. 

So here’s that vampire I was talking about. Angel was the original soul-obsessed vamp who is conflicted over his love for a human girl. Sound familiar? If you love camp, the writing and character dynamics hold up, even if you realize that Cordelia is definitely a 30-year-old playing 16.

The Baby-Sitters Club reboot (2020, but based on the 1995 film and 80s books)

I was terrified that Netflix would ruin what I remembered of the books and original movie, but this is a beautiful adaptation that is simple, innocent and heart-warming without being saccharine. 

Still super comfy and miraculously cuter? Or maybe I’m just spending too much time outdoors alone and the heat got to me. Either way, that’s definitely my foot on the right wearing the new “90s Multi” Teva. 

I credit Clueless for making these popular. Fun school supplies ftw! I always made sure mine coordinated with my Trapper Keeper and/or Lisa Frank folders. 

Target recently came out with a new version, but I found it lacking. 

To quote Cher Horowitz, “I felt impotent and out of control. Which I really, really hate. I had to find sanctuary in a place where I could gather my thoughts and regain my strength…” I’m still searching for the elusive pair of adult jellies, but my recent 90s immersion has certainly brightened my pandemic outlook. 

A 90s therapy starter pack for those who lived through it and for those who have no idea what I’m talking about.

As If, Melancholy!

A throwback therapy session for these way harsh times. 