TikTok's Brand Crisis

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TikTok is facing a huge backlash from the netizens leading to dip in its rating from 4.6 to 2 while TikTok Lite’s rating plummeted to 1.1 in less than a week. 

Before the crisis, TikTok recorded the best quarter for any app with 315 million downloads across the app store and google play store in Q1 2020, according to Sensor Tower.
TikTok’s current state indicates the importance of robust digital asset management to prevent the brand from irreparable damage.

Swiftness and sincerity are the key attributes for effective brand crisis management. A well-crafted crisis communication plan can help a firm to act quickly. Thus, reducing the severity of damage to the brand. More than a quarter of crises spread internationally within just one hour. Therefore acting fast, along with a sincere message from the management outlining the firm’s action plan to address the issue, is instrumental.

Lastly, the brand should try to distance itself from secondary associations (content creators) to safeguard the brand’s image from taking a hit in cross-fire.

What more do you think TikTok should do?

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