What you need to know - Marketing and Business News January 20th, 2025

Hello everyone. Happy Monday! Welcome back to my curated list of the best digital marketing and business news. Here's what you need to know...

Let's Talk TikTok

Everyone is talking about TikTok. We've talked with a lot of people recently that have questions so let us attempt to address a few of the questions here before moving on to other news.

What is TikTok?

TikTok is a social media platform that allows users to create and share short-form videos, often featuring music, dance, comedy, or educational content. Launched in 2016 by the Chinese company ByteDance, it has rapidly gained popularity worldwide, especially among younger audiences. As of 2025, TikTok boasts over 170 million users in the United States alone.

Let me say that again, 170 million users in the United States! That is almost exactly half of the population of our country.

Why do marketers and business owners care?

For marketers and business owners, TikTok represents a unique opportunity to connect with audiences in creative and authentic ways. Its emphasis on short, visually appealing content allows brands to capture attention quickly and convey their messages effectively. The platform's diverse user base, skewing younger but expanding to include various demographics, makes it ideal for reaching key target markets.

TikTok's advertising tools, influencer collaborations, and viral challenges enable businesses to build brand awareness, drive engagement, and even boost sales in innovative ways. Additionally, the app’s potential for organic reach—where a single post can go viral without significant investment—levels the playing field for small businesses competing with larger brands.

Why is TikTok such a big threat?

Concerns have arisen regarding TikTok's ownership by ByteDance, a Beijing-based company, due to potential national security risks. Critics argue that the Chinese government could access user data or influence the population, leading to bipartisan efforts in the U.S. to address these issues. In April 2024, Congress passed the Protecting Americans from Foreign Adversary Controlled Applications Act (PAFACA), requiring ByteDance to divest its U.S. operations of TikTok by January 19, 2025, or face a nationwide ban.

The real concern revolves around the sheer volume of data that is being accessed and stored. It includes personal information such as names, email addresses, phone numbers, and precise location data through GPS. It also tracks behavioral information, like what videos users watch, how long they engage with content, and the search queries they make. More concerning, the app has access to device-level data, including IP addresses, device IDs, and network activity, which could theoretically allow for the monitoring of online habits of American citizens. This has even heightened concerns about the app's presence on devices used by government employees and members of critical infrastructure sectors.

Finally, TikTok includes messaging capabilities that allow users to send direct messages (DMs) to one another. While these messaging tools are standard for social apps, they also raise many security and privacy concerns because it's stored and accessed by a foreign government. Ultimately, critics worry that the data, combined with the potential for the Chinese government to gain access under its national security laws, could be exploited for surveillance, propaganda, or even influence operations in The United States.

Where are we now on this issue?

On January 18, 2025, TikTok temporarily shut down its services in the U.S. to comply with the impending ban. However, President-elect Donald Trump announced plans to issue an executive order extending the deadline to ensure that companies supporting TikTok's operations would not face penalties. As of yesterday (January 19th, 2025), TikTok began restoring its services. Trump has proposed a joint venture with 50% U.S. ownership to address security concerns while keeping the app accessible to American users.

What else you need to know:

LinkedIn's New Ad Campaign Highlights Targeting Tools

LinkedIn has launched a new ad campaign that highlights its targeting tools. The campaign will focus on the proper ways to target ads, and will also highlight the unique potential of LinkedIn's ad tools. Read More

AI is Changing the Way We Search

In a recent Whiteboard Friday, Moz explores how AI is impacting search engine results. They delve into the world of AI-generated overviews and how these summaries are influencing what we see in search. Get ready to learn how these changes might affect your SEO strategy! Read More

Instagram's Big Plans for 2025: AI and Messaging Take Center Stage

Instagram has revealed its key focus for 2025, and it's all about AI and messaging! The platform is betting big on these two areas to enhance user experience. Find out how these changes might affect your Instagram strategy and how you can stay ahead of the curve. Read More

Google Responds to the CMA's Assessment of Google Search

Google has officially responded to the UK Competition and Markets Authority's (CMA) assessment of Google Search. In a blog post, they address the CMA's concerns and outline their commitment to maintaining a fair and competitive search landscape. Read More

LinkedIn Unveils New AI Tools for Job Seekers, Recruiters, and SMBs

LinkedIn is rolling out new AI-powered tools designed to help job seekers, recruiters, and small and medium-sized businesses (SMBs). These tools aim to streamline the hiring process and make it easier for everyone to connect with the right opportunities. Read More

Affiliate Marketing vs. Influencer Marketing: What's the Difference?

SproutSocial breaks down the key differences between affiliate marketing and influencer marketing. They explore the pros and cons of each approach and provide insights to help you decide which strategy is right for your business. Read More