TikTok 👋

TikTok is shutting down in the US on Sunday.

Below is the statement they put out. Here's what I like about it:

1) Business as usual tone of voice. While acknowledging the app will likely shutter on Sunday, the overall tone of the statement is 'keep calm and carry on'. The opposite of panic, this re-assures users that the company isn't backing down.

2) Freedom of speech. I would say that anything's possible when talking about a unique situation and this is a unique situation. The law has been passed but incoming president Trump isn't pro or anti-TikTok. This statement brings back the idea of freedom of speech and doesn't rule in or out any particular future action.

3) Clarity. The statement re-affirms the fact that the whole situation is unclear and remains so. This makes the Biden admin look bad meanwhile underlines how solid, popular and important TikTok is as a product. Users spend 70 minutes a day using the app, by far the most of any social app.

All in all, great job TikTok comms.

Social media isn't going away.

China isn't going away.

Let's see what happens Sunday.