TikTok executive discusses possible ban and content creation for businesses

TikTok President of Global Business Solutions Blake Chandlee joins Yahoo Finance's Rachelle Akuffo at the 2024 Cannes Lions International Festival of Creativity to discuss the United States' so-called "TikTok ban" and the future of the popular video-sharing platform. President Joe Biden signed a bill in April that would ban TikTok in the US if Chinese-owned parent company ByteDance does not divest from the popular app. Chandlee states, "We think that from a legal perspective, that the law is with us and we're looking forward to challenging it." He notes that despite the news, brands are still eager to work with TikTok as it is making major waves in the digital advertising world. The company recently announced it will be rolling out Symphony Digital Avatars, which Chandlee calls a "huge step forward in the creative process." These avatars will amplify creator and brand voices, allowing them to scale content globally. The offering will be available in 30 languages, ultimately allowing them to break through barriers to reach untapped audiences. In addition, Chandlee explains that because TikTok is "driving culture in many ways," the platform is in a unique position to enable brands to identify and align themselves with viral moments. He points to an offering called Pulse, which allows brands and creators to have their content appear next to some of the most viral videos on the platform. Chandlee also highlights "TikTok's amazing role within small businesses," giving them the tools to not only create viral videos that increase exposure but pairing them with teams to help them scale. These teams can help small business owners find everything from the right content creators to partner with to their curated brand voice.
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