In July 2019, 15-year-old Charli D’Amelio posted a dance video on the relatively new social media platform TikTok and became a TikTok sensation, soon becoming the first person to reach 50 million followers on the app and earning her a spot in the Guinness World Records. TikTok’s meteoric rise, however, was at risk of being short-lived. In 2020, the US government was concerned about the app’s rapid expansion and threatened to ban it in the United States. Even if the ban announced by the US government failed to materialize, the D’Amelios and numerous other up-and-coming celebrity TikTokers had to contend with many other issues that threatened to compromise their growing social media influencer business. There was growing public concern about TikTok’s lack of content moderation policy, which resulted in the routine posting of questionable content on the platform. The company was also slow in developing a monetization scheme to incentivize, remunerate, and retain its most influential creators. How could the D’Amelios best “future-proof” their fast-growing but fickle business against potential risk?
看看哪些人也有訂購？