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The New York Times has a piece about "making TikTok content for brands is the hot new gig. As the social media platform continues to explode in popularity, brands are hiring college students and other young people — sometimes with pay and sometimes with college credits — to help them navigate the app, which can confuse newcomers with its trending voice snippets and song clips, unique vernacular and endless videos. Job sites have recently been peppered with listings for “TikTok content creator interns,” who are being asked to make and appear in videos promoting tropical ice cream, sunflower seeds, bubble tea, malls and more.

"The hope is to connect with young people and even what some marketers call 'Generation Zalpha' — combining the generations born after the mid-90s with those born in 2010 and beyond — and ultimately drive sales.

"Whole Foods and the luggage company Travel Pro recently posted job ads for interns to help them build their presence on TikTok. A marketing agency in Dallas has been seeking a student to be its 'chief TikTok officer' during the summer to help its clients with the app. And the Rosedale Center, a mall in Roseville, Minn., just hired two TikTok creator interns after successfully introducing the role last year."

KC's View:

Smart moves, I think, though they may not constitute a long-term strategy.  There continues to be a lot of conversation about whether TikTok, as constituted under its current Chinese ownership, perhaps out to be banned in the US.

While there has been a lot of talk over the past week or so about the Chinese using spy balloons to conduct surveillance in the US, it may well be that TikTok gives the Chinese government a lot more information and access to information about the US.  I think a ban might be entirely legitimate, and I certainly think that the increased vigilance of the moment, inspired by a balloon, could lean to more decisive moves elsewhere.