Just a harmless dance and music social channel? TikTok is not without controversy, and that’s why many brands pause before adding it to their social strategies. It’s understandable to be concerned when the recent news of a foreign government (outside the USA) accessing all US data from TikTok without users’ permission has been recently reported. Forbes reported that TikTok Creators’ financial info, social security numbers, and more have been stored in foreign countries’ servers without the expressed permission of the creators whose data they have taken. This has raised serious concerns about data safety and privacy on the platform for not only creators but brands seeking to connect with TikTok’s audiences. Further, many have questions about whether or not TikTok is safe for brands to use in their social media strategy for 2023. LACED Agency takes a minute to discuss two major concerns brands are weighing when making the decision to include TikTok in their social media strategy or not.

1) USER DATA NOT SECURE – One of the biggest issues with data safety and privacy on TikTok is the fact that the platform collects a vast amount of user data. This includes everything from location information to browsing history and even facial recognition data. With a foreign government (outside the USA) accessing this data, there is the potential for sensitive information to be compromised.

2) DATA EXPOSURE / DATA LEAKS – Another concern for brands is the possibility of their data being exposed. While TikTok has said they do not share user data with any foreign governments, there have been instances of server issues in the past that may have exposed user data. This creates a risk for brands that may have sensitive information on the platform.

Despite these concerns, TikTok has remained incredibly popular among younger generations, making it an attractive option for brands targeting this demographic. Creative campaigns on the platform have shown to be successful, with brands such as American Eagle and Chipotle seeing high engagement rates on their TikTok campaigns.

So what’s a brand to do?

In order to mitigate the risks associated with using TikTok, brands should take steps to ensure their data is secure. This can include using strong passwords, enabling two-factor authentication, and being cautious about the types of data shared on the platform. Additionally, brands may want to consider partnering with TikTok influencers who have a large following and a proven track record of creating successful campaigns on the platform. In this way, the brand doesn’t need to have a presence on TikTok specifically but they can reap the benefits of the platform through their brand ambassadors/influencers who do have TikTok accounts.

No brand is the same and each business has a different set of goals and thresholds for risk. Ultimately, the decision to use TikTok should be made on a case-by-case basis. Brands should weigh the risks and benefits of using the platform, taking into account their target audience, the type of data they will be sharing, and the potential impact on their brand if sensitive information is compromised.

With data safety and privacy concerns becoming increasingly prevalent in today’s digital landscape, brands must be vigilant about the platforms they choose to use in their social media strategy. While TikTok has shown potential for creating successful campaigns, the risks associated with data safety and privacy must be taken seriously, as marketers look to plan their social media strategies.
LACED Agency recommends influencer partnerships as the best bet for brands looking to access the benefits of TiKTok’s audiences. By taking steps to secure their data and working with trusted influencers, brands can mitigate these risks and make the most of this popular platform.