As lawmakers debate whether to ban TikTok nationwide, its Chinese parent company has stealthily introduced a new app that’s already getting some traction.
nationwide, its Chinese parent company has introduced a new app that’s already getting some traction.
Meanwhile, ByteDance is pressing ahead with its expansion plans. Here’s what you need to know about the company’s new app:, and is sprinkled with videos that look like the ones posted on TikTok. Social marketing experts say the app is also reminiscent of the Chinese social media and e-commerce giant Xiaohongshu, which translates to “little red book.”
It was introduced in the U.S. in February with little fanfare, but all that changed when media organizations started paying closer attention and some TikTok influencers began promoting it. It also remains to be seen if the app will take off more organically or flop. The last five years have been littered with social media platforms that got a lot of hype, only to vanish in the end, said Brendan Gahan, partner and chief social officer at the creative agency Mekanism. He pointed to examples like BeReal and Clubhouse, which garnered a lot of attention in the past two years before users turned their attention elsewhere.
As part of that work, ByteDance is already seeking job applicants for a few U.S.-based roles that will help grow the app's partnerships with influencers on beauty, food, health and other topics.Another app owned by ByteDance, called CapCut, is also listed on Apple's app store as one of the most popular apps in the U.S.
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