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“Compared with other social media platforms, TikTok is a par- ticipatory platform where users discover content related to their interests. On TikTok, creative ideas matter more than social con- nection and users are celebrated for being their authentic selves.”
Industry experts expect that Instagram’s loyal audience, as well as a skew to older people is likely to give its Reels a boost. However, Armstrong argues that while TikTok is particularly pop- ular among younger people, its user base spans across all ages, something noted by brands. He also notes the platform’s “authen- tic” environment will keep users loyal, as opposed to Instagram’s more airbrushed aesthetics, something the image-based app has been trying to shake off.
“We’ve partnered with a num- ber of auto brands, for example, one of which turned to TikTok specifically to reach affluent mil- lennials aged 35 and over,” Armstrong says.
“We had a FMCG campaign going live in August aimed at the over 35 bracket, and currently have live campaigns targeting 18-44 and 18-39 age groups for fash- ion and tourism brands. While we’re sometimes perceived as a youth-oriented platform, the real- ity is that TikTok is a platform for everyone, and our audience is incredibly varied and inclusive.”
In addition to this attack from competitors, TikTok has been operating in the shadows of increased scrutiny over data con- cerns from governments and experts around the globe for its links to the Chinese governments through the ownership of Chinese company ByteDance. According to China’s National Intelligence Law from 2017, the government can compel businesses to share information with it.
Despite this, TikTok has con- sistently said it would not provide user data, which is stored in Singapore and the US, to the Chinese government. Locally, while the app is still being ques- tioned by a senate hearing over foreign interference concerns, an investigation by the Australian government has cleared it of a
ban, finding it doesn’t pose a security threat to Australians – although Prime Minister Scott Morrison did warn that users’ data could be sent back to Beijing.
But in the US, President Donald Trump issued an executive order giving the app until November 12 to either sell or spin off its business in the states over his concerns that its links to China could be a national security threat, with Microsoft emerging as the likely buyer.
Armstrong says the local team have not been distracted by acquisition talks.
“Politics aside, what I can say is that we are extremely confident in the long-term success of TikTok,” he says.
“We are fully committed to the privacy, safety of our users and this community, which is just flourishing, and we’re excited for the next chapter of TikTok and the growth that we’re having. It’s business as usual for us.
“TikTok is a global platform. As we continue to expand our global presence, we are committed to building a local product experience for each of the markets we operate in. We operate locally, with local teams and offices for the key international markets where we do business.”
Once the pandemic starts to ease, Armstrong says its priorities will remain the same, growing and developing the team.
“Brands here in Australia really see the value in being first to things, rather than playing it safe,” he says.
“I’m keen to establish Australia as an innovation hub for TikTok, where we roll out world-first solutions for advertisers and marketers to meet that demand.
“What I love is that Australia’s advertising culture is unlike any other. We have a long history of really creative, funny, and irreverent ad cam- paigns, and that’s exactly the kind of content that TikTok’s all about – so to me it’s a match made in heaven.
“But more broadly, we’re a nation of innovators. Brands here really see the value in being first to things, rather than playing it safe, so I’m keen to establish Australia as an innovation hub for TikTok, where we roll out innovative, first-to-market solutions for advertisers and marketers to meet that demand.”
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