TikTok and its Chinese parent company, ByteDance, are grappling with a significantly tarnished reputation in the U.S. This decline in public perception comes amid growing bipartisan concerns over social media safety and security and a looming U.S. law that could force TikTok to sell to an American owner or face a nationwide ban.
Why It Matters
Since its U.S. debut in 2017, TikTok has navigated numerous challenges, but the current push for sale has cast a darker shadow over its public image. The company's reputation has slipped from a "fair" rating in 2020 to a "poor" rating in 2024, as measured by the poll.
By the Numbers
- TikTok and ByteDance's combined reputation scores have steadily declined, particularly in core attributes like trust and ethics.
Conversely, attributes related to innovation, such as growth and product quality, have seen marginal improvements or remained stable year over year.
Broader Perspective
Americans generally trust domestic companies more. This sentiment has bolstered the reputation of quintessential American brands like Coca-Cola and PepsiCo, especially among independents and Democrats. In contrast, TikTok and other Chinese companies, like e-commerce giant Shein, have continued to fall in the rankings.
The Big Picture
Social media companies have experienced a drop in reputation scores compared to other Big Tech firms over the past year. Factors contributing to this decline include:
- Content moderation controversies
- The spread of misinformation
- Privacy and security scandals
- Leadership controversies
Yes, But
TikTok has stepped up its public relations efforts in response to increasing scrutiny from U.S. lawmakers. Recent initiatives include:
- Commissioning an economic impact report highlighting support for small and mid-sized businesses in states like Georgia, Virginia, Texas, Pennsylvania, and California.
- Employing proactive communication strategies under the leadership of Zenia Mucha, a former Disney CCO who joined TikTok in 2023 as chief brand and communications officer.
What We’re Watching
As the potential sale of TikTok approaches, its reputation is poised for further evolution. The outcome of this situation will be pivotal in determining how the social media giant navigates its future in the U.S. market.
TikTok’s journey through these challenges underscores the complex interplay between global business operations and national security concerns, shaping the platform's public image and future prospects.