TikTok has introduced a brand new partnership with the British Olympic and Paralympic groups, which is able to see British athletes utilizing the app to attach with followers round and throughout the upcoming Video games.
As defined by TikTok:
“The partnership goals to assist Workforce GB and ParalympicsGB athletes share their distinctive journeys, join with new audiences and develop their private fanbase by TikTok, whereas encouraging help for all the groups throughout the UK within the lead as much as Paris 2024.”
The initiative will see TikTok facilitate content material workshops for a whole bunch of Workforce GB and ParalympicsGB athletes forward of the Video games, offering worthwhile media coaching and content material creation steering, aimed toward bettering their use of TikTok particularly.
Along with expertise workshops, TikTok can even be operating purpose-built content material creation areas at each the Workforce GB Home and the ParalympicsGB Home, offering one other means to assist join athletes with their supporters within the app.
It’s an attention-grabbing collaboration, particularly contemplating the UK Authorities’s ongoing considerations across the potential safety dangers of TikTok use.
Already, TikTok has been banned from government-owned units within the area, based mostly on a Cupboard Workplace Ministers’ safety evaluate, which discovered that there was purpose to be involved in regards to the vulnerability of delicate info within the app, because it could possibly be accessed by third events.
The app is at the moment below additional evaluate by the Nationwide Cyber Safety Centre, which might see much more restrictions enacted in future.
But, on the similar time, TikTok does present a worthwhile hyperlink to youthful demographic teams, which is able to doubtless make it a key driver of engagement, and sentiment, across the Olympics.
I imply, the latter is part of the broader concern across the app, that it may be used to govern customers based mostly on its recognition. However the UK Olympic groups clearly really feel protected in utilizing the app, and boosting their attain amongst a brand new era of sports activities followers.
It’ll be attention-grabbing to see if different nations additionally look to facilitate related agreements, with the worth of TikTok’s attain probably outweighing lingering considerations. Certainly, simply yesterday, U.S. President Joe Biden additionally posted to the app for the primary time, which might counsel that the Biden marketing campaign shall be trying to make the most of TikTok to reinforce its messaging with youthful voters.
That’s regardless of the U.S. Authorities nonetheless weighing a full ban of the app as a result of considerations about its hyperlinks to the Chinese language Authorities.
It’s a little bit of combined messaging as to the precise dangers posed, however seemingly, even authorities companies are snug utilizing the app, inside sure limits.
