Two days after the Central government announced the ban of 59 Chinese-linked apps, TikTok CEO Kevin Mayer has written to the India employees of the company assuring them amid concerns of job losses. "Our employees are our biggest strength, and their well-being is our topmost priority. We have also assured more than 2,000 strong workforce that we will do everything in our power to restore the positive experiences and opportunities that they can be proud of," CEO Mayer wrote in the letter.
In the post titled "A message to our employees in India", he said, "Since 2018, we have worked hard to ensure that over 200 million users in India are able to express their joy and creativity, celebrate self-expression, and share experiences with a growing global community." Mayer said that TikTok would remain "committed to supporting the welfare of our TikTok creator community till this interim order is in effect. Our creator managers are actively engaging with our top creators to reassure them of our efforts and updates about the path forward."
He emphasised that "TikTok continues to comply with all data privacy and security requirements under Indian law and places the highest importance on user privacy and integrity". Mayer, who is also the chief operating officer of TikTok's parent company ByteDance, went on to explain in detail how the short-video creating and sharing platform has been able to democratise the internet in India. "TikTok has enabled hundreds of millions of users to enjoy the creative works of artists, storytellers, educators and performers from across the country who have forged new avenues of livelihood improvement. While sharing their skills and talents on a global stage, these performers, artists and entertainers have received opportunities for brand promotions and associations that were once considered the exclusive domain of film stars and sports celebrities. Today, it is a staple and reality for TikTok users even in remote cities, towns and villages across the country. Empowered individual creators have become the most sought-after for digital marketing campaigns. Small and medium enterprises and entrepreneurs have been able to realise their growth ambitions and dreams by reaching out to thousands of potential customers and consumers on a daily basis, through the platform," he said.
ByteDance's TikTok, which sees India as its biggest overseas market, has more than 611 million downloads in India, accounting for about 30 per cent of its total global downloads. Clearly, TikTok risks losing its biggest international market with over 100 million users. The ban will affect millions of users in India. The app has become a platform for Indians of all ages and classes—from police constables to housewives—who dance, sing and perform for their followers. The app has turned many ordinary Indians into social media stars.
According to industry estimates, TikTok’s advertising revenue in India grew by 50 per cent in one year.
The government's ban on the 59 apps have at once put at risk the future of thousands of employees at these companies. The other 58 apps with Chinese links blocked by the government include WeChat and UC Browser.
