The attempt to push TikTok out of the American market continues actively: since January of this year, American legislators have called for stricter measures to protect user data and a nationwide ban on the TikTok app.
A month later, TikTok received another blow – the discussion about banning the popular TikTok app resumed in the US. Several legislators appealed to Apple and Google to remove the app from their stores.
Among the initiators of this idea were Senator Josh Hawley and US House of Representatives member Michael Bennet. They called on their colleagues and the Biden administration to impose stricter restrictions on data collection or a nationwide ban on TikTok, citing risks to the national security of the United States.
The reason for concern for American legislators is that TikTok is owned by the Chinese company ByteDance, which may transfer user data to the Chinese government.
ByteDance has been in talks with the US federal government for over three years regarding the continued operation of TikTok in the country.
Last year, TikTok CEO Zhang Yiming presented a plan to move all data from Virginia and Singapore to servers owned by Oracle, which would be controlled by TikTok US Data Security Inc, a subsidiary of TikTok. However, these initiatives did not have the expected effect.
If you’ve been following the fate of TikTok in the USA, you know that this initiative is not the first concerning TikTok.
This is not the first time that TikTok has been the subject of attention from US lawmakers. In December 2022, Forbes reported that ByteDance employees had access to data collected from US users. ByteDance confirmed the report and said it had fired all employees involved.
Due to the uncertainty surrounding the future of TikTok, lawmakers began to look for their own solutions. Recently, the House Energy and Commerce Committee announced that TikTok CEO Kevin Mayer will appear at hearings on user safety in the US.
In her statement, committee chairwoman Cathy McMorris Rodgers expressed concern that TikTok, owned by ByteDance, allowed the Chinese Communist Party to access data from American users.
TikTok spokesperson Brooke Oberwetter welcomed the “opportunity to provide clarity” at the hearings, which will take place on March 23. She said TikTok plans to discuss its “comprehensive plans” to protect user safety in the US.
However, unlike Google, Apple has more to lose in relations with the US and China. Much of the company’s success can be attributed to the ability of its CEO, Tim Cook, to maintain working relationships with the Chinese government and manufacturers.
How the absence of TikTok in the USA will affect affiliates’ activity
For media buyers specializing in verticals such as Dating, Adult, Betting, Gambling, and Nutra, the disappearance of such an important GEO as the United States can significantly affect their revenues. However, the market does not stand still, and there are other platforms that can be used to promote products in these verticals, such as Instagram, Facebook, and YouTube.
Despite the possibility of not having access to the TikTok audience in the United States, there is no need to despair and give up. Instead, consider the opportunities offered by Tier 1 countries such as Germany, France, Italy, Finland, Australia, and others.These countries are some of the most developed markets in the world and have significant potential for traffic.
Although traffic from these countries is expensive, the ROI is high, allowing media buyers to generate impressive profits from their campaigns.
You can also test Tier 2. Countries in Eastern and Southern Europe, regions in Asia and Latin America: Israel, Indonesia, the UAE, Brazil, Portugal, Mexico, and others. These countries are the most suitable for novice media buyers.
And the easiest but least profitable way is Tier 3 countries. The remaining states: Algeria, Vietnam, Iran, Cuba, Pakistan, Libya, Jamaica, and others. They have the least amount of competition.
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The situation with TikTok is currently very tense. A huge number of people use this platform for entertainment, as well as for earning money. Thus, a ban on TikTok could deprive many people of the opportunity to earn money and use the platform for their purposes.
In addition, many brands have millions of followers on TikTok and use the platform to promote their products. This makes the situation even more complicated, as everything is interconnected. The US cannot simply ban TikTok due to the numerous social and economic consequences.
On the other hand, China is in conflict with the US, and many fear that China is using TikTok for data theft. This increases the chances of TikTok being forced to cease its operations in America.
Undoubtedly, losing such a juicy GEO as the USA will be an unpleasant shock for media buyers, but you must be prepared for any challenges in this ever-changing world and be able to adapt to all circumstances.
We will keep an eye on the fate of TikTok in this battle. Follow our blog and social media to get even more useful information.
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