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TikTok is recruiting creators for a new, global marketing blitz as the app fights back against efforts in many Western countries to restrict its use because of concerns over ties to the Chinese government. The company is luring “hand-picked” users to this marketing program—called TikTok Amplify. In a notification received by a creator and reviewed by Fortune, TikTok is offering “free exposure” and offering to put creator videos in “TikTok ads, social media accounts or marketing campaigns around the world.”
Andrea Ballo, known to her 238,500 TikTok followers as @CocoMicheleIllustrations for her Black female empowerment art which she features on the platform, received a notification from the app that she’d been chosen for TikTok Amplify just as TikTok CEO Shou Zi Chew testified before Congress for roughly five hours on Thursday.
Creators are not given instructions to make specific content, and the Amplify invitation makes clear that “no compensation is offered.” But the notification fails to explain if, and how, the content would be altered or distributed.
“There’s not really any context to understand this program,” Ballo told Fortune.
The Amplify campaign attempting to market TikTok creators coincides with the company’s run-in with U.S. lawmakers, many of whom want to stop it from continuing to operate in the U.S. under its parent company, ByteDance.
While Chew testified on Thursday, a different kind of marketing campaign was also underway, as TikTok creators who rely on the platform for their livelihood and communities, protested the app’s potential U.S. ban at the Capitol. “I use TikTok to share a love of my family and our journey through foster care and adoption, and through that I’ve been able to create a community of people from all over the world,” TikToker Jason Linton said in an address to a crowd gathered on Thursday on Capitol Hill. “I’m asking our politicians: Don’t take away the community that we’ve built.”
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