Marketing
fromColumbus Ledger-Enquirer
4 hours agoGeneration Z marketing strategies for small businesses
Gen Z prioritizes sustainability, transparency, and social responsibility in their purchasing decisions.
"A lot of you don't know what being here with a brand takes. Sorry, I'm not political," comedian Chris Burns deadpanned to his more than 443,000 followers on Instagram. "Yeah, I posted about boycotting Starbucks, but that was like two months ago."
ByteDance, TikTok's Chinese parent company, recently established a separate American entity to run the app's U.S. operations. This restructuring aims to separate U.S. TikTok from its Chinese parent, addressing concerns about data privacy and foreign control. The move came after years of pressure from lawmakers, who feared the Chinese government's potential access to Americans' data. In 2024, Congress enacted a law, mandating that TikTok's U.S. operations be separated from ByteDance.
TikTok also updated its Terms of Service and Privacy Policy to inform users that it will be collecting "new types of information," including device geolocation. What has , though, is a clause stating that the app will also collect any information they disclose about their race, religion, health, sexual orientation, gender identity and citizenship or immigration status. Interestingly, this language was likely added in , which is before President Trump returned to office.
All the swiping, chatting, and meeting up on Thursday nights - even when you're super tired or not in the mood to go out. Now imagine putting that same effort into seeing your friends. On TikTok, people are talking about the importance of friendship and how easy it is to deprioritize your besties. While you might love your friends, it's not uncommon to go weeks, and sometimes even months, without seeing them.
A little more than one week ago, TikTok stepped on to US shores as a naturalized citizen. Ever since, the video app has been fighting for its life. TikTok's calamitous emigration began on 22 January when its Chinese parent company, ByteDance, finalized a deal to sell the app to a group of US investors, among them the business software giant Oracle.
This surge was likely triggered by concerns over TikTok's change in ownership and its unfortunately timed technical glitches. TikTok had announced on January 22 the establishment of the TikTok USDS Joint Venture LLC, designed to comply with Trump's executive order requiring the company's U.S. operations be sold to a group of American investors. TikTok's Chinese parent ByteDance will now own less than 20% of the new entity.
The rise of TikTok and YouTube has dramatically changed the lives of content creators by turning social media into a legitimate career path rather than just a hobby. These platforms allow ordinary people to build massive audiences without traditional media connections, often through algorithm-driven exposure.
We've made significant progress in recovering our U.S. infrastructure with our U.S. data center partner. However, the U.S. user experience may still have some technical issues, including when posting new content. We're committed to bringing TikTok back to its full capacity as soon as possible. We'll continue to provide updates. Thanks for your patience.