Imagine flipping through your phone one
day and an ad pops up, with your face on it! You were never asked or even
notified that you would be in the advertisement. That is what happened recently
to Tik-Tok user, Elijah Jay. He is one of many creators on the site that post
videos in hopes of achieving some measure of fame. The ad features a clip of
him swallowing a 3ft long balloon, set to cycle over and over. While being put
in this ad did bring him fame, who wouldn't feel violated at being given no
notice or compensation.
Empathetic outrage is what
initially drew me to this article. Tik-Tok, like many media platforms obtains
the rights to what you publish when you sign up, however, that doesn't mean
they shouldn't communicate with you when involving you in an ad campaign. It's
just unethical. Tik-Tok is just a platform for people to perform on. Their
business wouldn’t exist without these creators, so you’d think they would put
more care into how they treat them
Tik-Tok is a wildly popular app
used for sharing and sending short clip videos. Their value proposition would
definitely include their large user base, with 203 million daily users, making
it quick and easy to spread your own videos to millions of viewers.
I love the idea of putting their users in
their ads, what better way to accurately represent the app? Although, the
concept is not unique and, in my opinion, their ads blend in with all the
others I see. Both Facebook and Snapchat are doing marketing campaigns in which
they use real life users. How to make their ads stand apart from the others is probably
the biggest challenge facing their marketing program. I don’t know what the solution
is, but I know it’s not following the herd.
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