TikTok launches $2.1 million ad campaign to fight back against potential ban

Welcome back TikTok fighting back against the potential ban of its platform, launching a $2.1 million advertising campaigncnbc.com Political finance reporter Brian Schwartz is here to discuss that story. Brian, explain to us the argument that TikTok is making with these ads and how important TikTok is for its 5 million businesses who use it. Well, that’s exactly actually the argument that they’re making the importance of TikTok for their users really. I mean part of these connecting that message to the impact TikTok has at least in the company’s view on small businesses. And you have to understand, you know many of these TV ads are airing in states where there are five, at least five Democratic lawmakers up for re election right now. And and and and it’s so they’re these are these are ads airing nationally and on local TV, you know, areas. And this is this is really key in terms of their tactics of how they’re going to be lobbying as this bill being reviewed in the Senate. You know, Chuck Schumer has said that it’s it’s going to be reviewed and and and the question now is, you know is this thing really going to move forward to the point of what the House bill had created and passed. Remember the House bill in its form was that if it was actually signed into law, it has to get to the Senate to do that. You know, Bike Dance would have about 6 months to divest this thing. And if they didn’t, you know, TikTok wouldn’t be allowed on on on on US phones and it wouldn’t be allowed to be downloaded going forward. So you know the message which is very clear, it’s to be, you know, pitch this concept that TikTok is for everybody can be used by small and also pitching that it’s great for the economy and local businesses. My question though is, is what’s the call to action here? Is TikTok imploring people to call up their senators and say don’t vote for this bill? Is it that clear? I don’t think they’re saying it that way, but they are, you know, using, you know, I think that the call to arms here is to basically have users speak out more and more on the importance of TikTok in order to, you know, in a way push lawmakers not to go ahead with supporting this bill either. None of these ads, least that I’ve seen have said you’ll call your lawmaker or do anything of that of that sort. But beyond the TV ads, let’s keep this in mind. You know what the company told us that there is going to be a digital ad component to this. There are going to there’s going to be a billboard component to this where that bus stations and train stations you are going to see this concept of the importance of TikTok and that’s all part of this over $2,000,000 advertisement buy. So let’s talk about the bill itself. It passed with a large bipartisan majority in the House. You suggested earlier that some of these ads are targeting states where Democratic incumbents are up for a re election and may fight find themselves in in tough fights. Why would they be targeting the Democrats? Is it because they think the Democrats are more persuadable than the GOP members? I think that’s possible. I think we know when you look at it from a political standpoint and connecting it back to this policy, frankly, the idea could be that the these people who are up for reelection, these Democrats, they could be more persuadable just because they’re up for reelection right now. I mean, some of the ads are airing in Ohio. Sherrod Brown, the very powerful senator from from Ohio, is up for reelection this year. So these are some key players in the Senate within the Democratic Party that represent the states. So the theory could be if they keep airing these ads in these states, these senators represent those areas that maybe they can kind of turn against the bill a little bit. Maybe they’ll just can dissuade them enough where, you know, this bill may not even get to the floor. Remember, we’re not even at that point yet. They’re still reviews, you know, apparently reviewing what has. What has Schumer said about that? Well, that’s it. I mean so far from what I’ve what I’ve seen is that it’s this idea of reviewing it that they may have may have a public hearing about Tick Tock. I read somewhere that the senators have had you know, briefings about this, but we are not at the point yet where you know anyone’s calling for this to be brought to a full Senate vote. So I think this could take a matter of months and for TikTok, you know that’s an opportunity to run these ads.