Experts say TikTok’s Canadian partnerships offer a chance to placate worries by showing big brands are still comfortable being associated with the app, but also a means of boosting the app’s userbase and coolness
In the halls of Parliament, TikTok is banned from civil servants’ phones as the government grapples with allegations of foreign interference. But on Canada’s red carpets and in sports arenas, the popular social media platform is still welcome.
The moves stemmed from concerns that data the app owned by Beijing-based ByteDance collects on users could end up in the hands of the Chinese government, or that the platform could be used to push misinformation on users to influence the public in pro-China ways. TikTok has linked itself to brands integral to the Canadian identity like the Maple Leafs, he hypothesized, so that the tech company becomes entrenched in the country’s culture.
Lachman suspects brands are drawn to TikTok partnerships because they help organizations drum up fans, attention and funding. “Things like sports sponsorships, corporate events, concerts, any of that kind of stuff, festivals, are just another way for them to harvest more and more of those valuable users that they need on the platform to attract the people that they care the most about, which are actually advertisers,” he said.
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