Will TikTok’s new #WaitASecToReflect campaign really be effective?

TikTok, the world's leading short-form video platform,unveiled an awareness campaign to sensitize India’s growing digital population about safe and responsible use of user- generated content platforms. The campaign, titled #WaitASecToReflect, has been developed with the mission to inspire built on the philosophy of inspiring users to pause for a second and think about their online conduct.

Read more: TikTok encourages to #WaitASecToReflect its latest brand safety campaign

Various questions arise about this campaign. Why did TikTok come out with this campaign now? What this the need for this and how effective will it be?

TikTok has been under the radar of the Indian government. A lot of sensitive topics of communalism and religion have been promoted on the platform. Brands have avoided advertising on the platform for this same reason. However it only makes sense that TikTok have come out with this campaign as it not only addresses the users online conduct but also it allows brands to know that the platform is safe for advertising.

However, according to Shubho Sengupta,Digital Marketer “This is just a show. This is to show the government and the IT ministry that the platform is really working to keep the platform safe especially after their fiasco with the Indian Government.”

Brands are still testing the waters with TikTok. This kind of a campaign will also bring more people onto the platform along with letting the brands know that the platform is safe. TikTok is basically trying to promote its platform and its safety.

A particular pattern has been seen with these platforms. Often when these platforms are launched, they do promote content that is sensitive as it results in the initial success of the platform itself. Millions of people download the app and the platform becomes a hit! These platforms play the game very smartly. Something similar is seen with TikTok too. It’s not that the platform cannot control the content. They actually have full control over it. They use it smartly to create a buzz about themselves and then control it to express the safety of the platform. TikTok is doing the same with this campaign.

How effective will it be when it comes to users of the platform? According to Ashutosh Harbola, Co-Founder and Cheif Rebel, Buzzoka “This campaign will definitely have an effect on the user’s subconscious mind. When something is continuously told to a person, it eventually lands up in the subconscious mind of the user and will have an effect.”

TikTok has emerged as a platform which is a hit in the tier 2 and tier 3 markets. Brands always try to tap the regional sector. Hence TikTok can be really useful for a brand when it comes to this. With TikTok taking control over its content, teaming up with the government and also spreading awareness about the safety of the platform, it can really emerge as a go to for brands especially when it comes to the regional market. Although the ultimate result of all this is still to be seen.