Good morning, PR pros:
TikTok is facing backlash from some of its popular users after they appeared in ads for the social media platform.
AdAge reported that although some content creators appreciate being featured, others complain that TikTok uses their content to boost its user base (and, ultimately, its revenue) without sharing the profits.
Many social media platforms use members’ content to promote their offerings, just as organizations use consumer-generated content appearing under branded hashtags to boost the authenticity of PR and marketing efforts. Though legal, the move can chafe content creators working on becoming influencers and attracting large brand deals.
What’s your advice on using crowdsourced content in your ads and marketing campaigns? Share your thoughts with us under the hashtag #MorningScoop.
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After the NBA team’s general manager, Daryl Morey, tweeted his support for protesters in Hong Kong, Houston Rockets owner Tilman Fertitta quickly distanced the team from the tweet: