Business English News 53 – TikTok

It seems like every week there’s news of another attempt to ban TikTok. Indeed,
the federal government and half the states in the U.S. have outlawed use of the
app on government-owned devices. Never before has there been such a reaction
to an app’s sudden popularity. So just how did the app reach one billion downloads
and 150 million active users in the U.S.? According to the Guardian:

TikTok owes its phenomenal success to a host of canny choices. They feature
easy-to-use video, with creation tools that blur the line between creator and
consumer. Their vast library of licensed music allows teens to soundtrack their
clips without fear of copyright strikes. And a billion-dollar advertising campaign
on Facebook brought in new users as quickly as Zuckerberg’s company could send
them over.

Clearly, there have been some savvy decisions on the business front. Since its
founding in 2012, TikTok’s parent company, ByteDance, has been gobbling up
other start-ups and technologies. They’ve grown into an international company with
150,000 employees and $80 billion in annual revenue. This massive success is
built on a unique technical feature, as the National Interest explains:

The importance of the recommendation algorithm over a “friends” network

means that everyone is guaranteed to get at least a few views, even on their
first tiktok. On Twitter you might log on and tweet dozens of times before you
get any “likes” due to the importance of “follower” networks in determining what
people see. TikTok’s “For You Page” varies between showing the users extremely
popular tiktoks and tiktoks with only a handful of views. This promotes greater
equality than on traditional social networks.

This greater equality has attracted younger audiences in droves. And while some
people may still think it’s all about short dance videos, the content is highly varied.
There’s been an explosion of content creators, many making good coin with
little more than a phone in their basement. But all this content and user data is
flowing to a foreign-owned company, and that raises alarm bells. The Guardian
outlines these security concerns:

First is the misuse of personal data gleaned from the app, which could be used to
profile users who, for instance, work for foreign governments. Secondly is the risk
of using the app to infect a user’s device. And thirdly, the Chinese Communist
party could use the app’s compelling algorithm to manipulate the For You feed
and, thus, public opinion.

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While politicians are busy debating, creators keep busy creating. People with
niche interests are connecting across the globe, creating new online communities.
However, despite the highly social aspect of TikTok, ByteDance doesn’t call the app
a social network like Facebook. Instead, they say they’re an entertainment
company. And you can bet the traditional entertainment industry is worried. Just
consider how TikTok has disrupted the music business. According to CNN:

Artists used to hope for a record company to notice their music. Now they pray
instead for their tracks to go viral on the app. Olivia Rodrigo’s hit song “Drivers
License” is a perfect example of how far this phenomenon can go. The song
first garnered traction on the app back in 2021, when a video of someone
parodying Rodrigo’s video went viral. Soon, thousands of people were posting
their own versions of the video.

It's significant that those people are located around the world, using an app that
wasn’t born in Silicon Valley. TikTok is truly a global phenomenon, in which a
creator in Brazil may develop a following in Singapore. It’s an international
sensation, that naturally resists attempts at national or local regulation. Perhaps
this is a sign of things to come, as the Harvard Business Review notes:

Despite regulatory and other challenges, ByteDance is building an empire of apps

for a new generation. And they’re challenging the borders drawn around
traditional digital content. What happens if ByteDance can continue to fulfill its
mission of becoming a borderless company with game-changing technology? It
may lead to the creation of other borderless companies and will influence other tech
innovators from emerging markets to venture out too.

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Vocabulary

To ban: To officially prohibit something, often by a government or regulatory

authority. "The government has decided to ban the import of certain products to
protect local industries."

TikTok: A social media app that allows users to create and share short videos. "Our
marketing team is going to run a TikTok campaign to reach a younger audience."

Federal government: The national government of a country. "The federal

government has announced a new economic package to help deal with inflation."

To outlaw: To make something illegal, often by a government or regulatory

authority. "Several countries have outlawed the use of single-use plastics to reduce
environmental pollution."

Device: A piece of hardware or electronic equipment such as a smartphone or

computer. "Make sure you have the latest software update installed on your device
to avoid any security vulnerabilities."

Active users: The number of people who have used a particular app or service
within a specified period, such as daily or monthly. "The app has over 100 million
active users worldwide."

To owe: To have a debt or obligation to something. "We owe our success to the
hard work and dedication of our employees."

Phenomenal: Extremely successful or remarkable. "The launch of our new product

was a phenomenal success, exceeding all our expectations."

Host of: A large number. "We offer a host of services to help businesses improve
their online presence."

Canny: Shrewd and perceptive. "Our CEO is known for her canny business sense
and ability to identify emerging trends."

To blur the line: To make distinctions between things less clear or apparent. "The
rise of e-commerce has blurred the line between online and offline retail
experiences."

Creator: A person who produces something, often in a social media context. "We
work with a network of creators to produce engaging content for our social media
channels."

Vast: Extremely large or extensive. "The internet is a vast network of

interconnected devices and information."

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Licensed: Officially authorized use, often for payment. “We are licensed by the
copyright holder to use their music in our advertisements."

To soundtrack: To add music or sound effects to a video. "Our video production

team will soundtrack the final edit to enhance the viewer's experience."

Clip: A short segment of video or audio content. "We will create a series of short
clips to promote our new product on social media."

Copyright: The legal protection of original creative works, such as music, art, or
writing. "We need to make sure that our marketing materials do not infringe on any
copyright laws."

Strike: A claim or complaint against unauthorized use. "We issued a strike against
the company for using our content without permission."

Campaign: A series of coordinated efforts or actions aimed at achieving a particular

goal or objective. "Our marketing team has launched a new campaign to increase
brand awareness."

To bring in: To generate or attract revenue or customers. "The new marketing

strategy is expected to bring in more customers and increase sales."

Savvy: Smart or wise. "Our sales team is comprised of savvy negotiators who are
skilled at closing deals."

Front: Aspect or situation. "The new regulations will have a significant impact on
the business front."

Founding: The establishment or creation of a company or organization. "We are

celebrating the founding of our company with a special event for our employees."

Parent company: A larger company that owns or controls one or more smaller
subsidiaries or brands. "Our parent company has several subsidiaries that specialize
in different industries."

ByteDance: The Chinese technology company that owns TikTok. "ByteDance is one
of the fastest-growing technology companies in the world."

To gobble up: To acquire or purchase something quickly and aggressively. "The

limited edition sneakers were gobbled up by fans within minutes of their release."

Annual revenue: The total amount of money earned by a company in a year. "The
company's annual revenue has steadily increased over the past five years."

Built on: Based on or founded upon a particular idea or concept. "Our company
culture is built on the principle of innovation and creativity."

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Algorithm: A set of rules or instructions used to perform a particular calculation or
operation, often used in artificial intelligence. "The algorithm used in the
recommendation system is designed to personalize the content for each user."

Friends network: A social network consisting of people who are connected to each
other through personal relationships or mutual acquaintances. "Through her friends
network, she was able to find a new job quickly."

Views: The number of times a particular piece of content has been seen or watched
by users. "The video has already received more than a million views on YouTube."

To log on: To access a digital service or platform by entering login credentials. "You
need to log on to the website to access your account information."

To vary: To change or differ in some way. "The flavors of the ice cream vary
depending on the season."

Handful: A small number or amount. "Only a handful of people were able to attend
the exclusive event."

To promote: To advertise or endorse a product or service. "The company hired a

famous celebrity to promote their new line of products."

In droves: In large numbers or quantities. "Customers came to the store in droves

as soon as they released their new phone."

Varied: Diverse or different in some way. "The restaurant's menu has a varied
selection of international dishes."

Explosion: A sudden and rapid increase or growth. "The app experienced an

explosion in popularity after being featured in the app store."

Content creator: A person who produces or creates digital content, such as videos
or blog posts. "The content creator's YouTube channel has millions of subscribers."

To make good coin: To earn a significant amount of money. "She was able to make
good coin from her investments."

To flow: To move or progress smoothly or freely. "The conversation between the

two friends flowed easily and naturally."

To raise alarm bells: To cause concern or signal a potential problem. "The sudden
drop in sales numbers raised alarm bells for the company's executives."

To outline: To provide a general overview or summary of something. "During the

meeting, the CEO outlined the company's plans for the upcoming year."

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Misuse: The inappropriate or unauthorized use of something. "The employee was
fired for the misuse of company funds."

To glean: To extract information or insights from various sources. "We were able to
glean valuable insights from the survey results."

To profile: To create a detailed description or analysis of a person, group, or entity,

often for the purpose of targeting or marketing. "The company used data profiling
to target specific customers with personalized advertisements."

To infect: To cause harm or damage to a system through the introduction of a virus

or malicious software. "The computer was infected with a virus after clicking a link."

Compelling: Something that is interesting, engaging, or persuasive. "The

compelling story caught the attention of many viewers."

To manipulate: To influence or control something. "People are concerned fake news

can be used to manipulate the public."

Public opinion: The prevailing attitudes or beliefs of a particular group or society.

"Public opinion on social issues can change over time."

To debate: To engage in a discussion or formal argument. "The politicians debated

healthcare policy all week but nothing was decided."

Niche: A specialized area of interest or focus within a larger market or field. "The
company decided to focus on a niche market of eco-friendly products to
differentiate themselves from competitors."

“You can bet”: A phrase indicating certainty or confidence in a particular outcome.

"You can bet that our team will come out on top in the next game."

Traditional: Relating to or following long-established customs or methods. "The

restaurant specializes in traditional Italian food, using family recipes."

To disrupt: To fundamentally change a market or system through the introduction

of new ideas or technologies. "This technology has the potential to disrupt the
entire industry."

To pray: To hope or wish for something to happen. "Investors are praying for a
turnaround in the company's financial performance."

Track: To monitor, often for the purpose of analysis or improvement. "The company
tracks user behavior on their website to identify areas for improvement."

To go viral: To rapidly and widely spread through social media or other online
platforms. "The video of the cat playing the piano went viral on social media,
getting millions of views."

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To garner: To acquire or attract. "The startup was able to garner significant
investment from venture capitalists."

Traction: Growing popularity. "The app is gaining traction in the market, with
thousands of downloads per day."

To parody: To imitate or mock a particular style or work, often for humorous effect.
"The comedy show often parodies popular movies and TV shows."

To post: To upload or share content on a website or social media platform. "The

influencer regularly posts about their daily life on social media, attracting a large
following."

Version: A particular edition or variation of something. "The software company

released a new version of their product with added features."

Significant: Having a notable or important impact or effect. "Our decision to expand

into international markets had a significant impact on our revenue growth."

Following: The group of people who regularly engage with and support a particular
brand, individual, or product. "The celebrity has a large following on social media,
with millions of fans."

Sensation: Something that creates a strong and positive response or reaction, often
leading to widespread popularity. "The new album has become a sensation, topping
the charts and receiving critical acclaim."

Regulation: Rules or laws imposed by a governing body or authority. "The industry

is subject to strict regulations governing safety and environmental standards."

Regulatory: Relating to or responsible for enforcing rules or regulations in a

particular industry or country. "The company hired a regulatory compliance officer
to ensure they were following all applicable laws and regulations."

Empire: A large and powerful organization or company with significant influence.

"The tech giant has become an empire, with a dominant market share and global
reach."

To challenge: To question or contest a particular idea, belief, or practice. "As

competitors in this market, we need to challenge the status quo and innovate to
stay ahead."

Borders: Boundaries that define a particular region or area. "The pandemic has
highlighted the importance of international borders and the need for effective
border control."

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Borderless: The absence or breaking down of traditional borders or barriers. "The
growth of the internet and e-commerce has created a borderless marketplace that
enables businesses to reach customers around the world."

Game-changing: Something that significantly alters or disrupts the current situation

in a particular industry or market. "The introduction of electric cars was a game-
changing moment for the automotive industry."

Emerging markets: Developing or newly industrialized economies. "Our company is

focusing on expanding into emerging markets."

To venture out: To explore new or unfamiliar territory. "We need to venture out and
expand our business into new markets to keep growing."

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Language Review

A. Collocations

Match words from each column to make collocations found in the article.

1. Emerging a. alarm bells

2. To go b. good coin

3. To raise c. viral

4. Content d. users

5. To make e. creator

6. Active f. company

7. To blur g. the line

8. Parent h. markets

B. Vocabulary Quiz

1. What is the type of function or set of rules that artificial intelligence relies on?

a. Algorithm
b. Traction
c. Version
d. Profile

2. On TikTok, as with other social or entertainment media, which of the following

are users NOT hoping for?

a. To go viral
b. A following
c. Views
d. Copyright strike

3. Which of the following two words or expressions are closest in meaning? Select
all that apply:

a. Flow
b. Misuse
c. Ban
d. Outlaw

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4. If something makes differences or distinctions between things less clear, then
it…

a. Raises alarm bells

b. Blurs the line
c. Ventures out
d. Gobbles up

5. People who make _________ business decisions may __________.

a. Handful / log on
b. Savvy / make good coin
c. Compelling / infect systems
d. Regulatory / garner traction

6. If you influence or control something, then you ___________ it.

a. outline
b. glean
c. manipulate
d. disrupt

7. Which of the following refers specifically to the amount or number of

something, whether high or low? Select all that apply:

a. handful
b. droves
c. niche
d. track

8. Another word for great, huge, or impressive is…

a. phenomenal
b. soundtrack
c. parody
d. regulatory

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Answers

A. Collocations

1/h, 2/c, 3/a, 4/e, 5/b, 6/d, 7/g, 8/f

B. Vocabulary Quiz

1/a, 2/d, 3/c, d, 4/b, 5/b, 6/c, 7/a, d, 8/a

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