As a rising variety of lawmakers increase nationwide safety considerations about TikTok’s ties to China, and a few consultants fear in regards to the app’s influence on younger individuals’s psychological well being, CNN is internet hosting a particular to dig into these points. Watch “CNN Primetime: Is time up for TikTok?” Thursday, March 23 at 9 p.m. ET.

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At a Harvard Enterprise Assessment convention earlier this month, the place executives, professors and artists appeared for talks on company management and emotional intelligence, Shou Chew tried to save lots of his firm.

In his speak, Chew, the CEO of TikTok, stated the social community wouldn’t present US consumer information to the Chinese language authorities and has by no means been requested to take action. Chew burdened the steps TikTok has taken to guard US consumer information. And 4 separate occasions, Chew instructed the viewers that the platform’s mission was to “encourage creativity and convey pleasure” to customers.

The Harvard occasion is only one of a number of media appearances Chew has made in current weeks amid mounting scrutiny of TikTok and of himself. Chew is ready to testify on Thursday for the primary time earlier than a Congressional committee about “TikTok’s shopper privateness and information safety practices, the platforms’ influence on youngsters, and its relationship with the Chinese language Communist Celebration,” in line with an announcement final week from the committee. In the meantime, federal officers are actually demanding the app’s Chinese language homeowners promote their stake within the social media platform, or danger dealing with a US ban of the app.

Chew, a Singaporean who has largely stayed out of the highlight since taking up TikTok in 2021, just lately sat for interviews with a number of US newspapers and this week confirmed up in a video on the company TikTok account to focus on the huge attain of the app, which he revealed now has greater than 150 million customers in the USA.

“That’s virtually half the US coming to TikTok to attach, to create, to share, to be taught, or simply to have some enjoyable,” stated Chew, carrying in a hoodie and t-shirt like some other American tech government within the clip. “This comes at a pivotal second for us. Some politicians have began speaking about banning TikTok, now this might take TikTok away from all 150 million of you.”

Chew’s heightened visibility seems to be half of a bigger messaging marketing campaign by TikTok to bolster its repute within the US and remind voters – and their representatives – how important the social community is to American tradition.

A press convention is deliberate for Wednesday with dozens of social media creators on the steps of the Capitol, a few of whom have been flown on the market by TikTok. The corporate is paying for a blitz of commercials for a Beltway viewers. And final week it put out a docuseries highlighting American small enterprise homeowners who depend on the platform for his or her livelihoods.

Behind the scenes, Chew has additionally met with members of Congress and TikTok just lately invited researchers and lecturers to its Washington, D.C., workplaces to be taught extra about how it’s working to deal with lawmakers considerations over its ties to China via its mother or father firm, ByteDance. Its mother or father firm has additionally ramped up federal lobbying, spending greater than $5 million final yr, in line with information tracked by OpenSecrets.

“It’s life or dying for TikTok, from their perspective,” stated Justin Sherman, the CEO of World Cyber Methods, D.C.-based analysis and advisory agency, who was among the many researchers TikTok invited to be briefed on “Mission Texas,” the corporate’s $1.5 billion initiative to deal with lawmakers’ safety considerations. “They’re throwing the whole lot they will on the drawback.”

In an announcement, TikTok spokesman Jamal Brown stated: “A U.S. ban on TikTok may have a direct influence on the livelihoods of hundreds of thousands of People. Lawmakers in Washington debating TikTok ought to hear firsthand from individuals whose lives can be immediately affected by their selections.”

For a lot of the previous yr, TikTok has been rolling out new options and insurance policies to deal with privateness and safety considerations that the Chinese language authorities may acquire entry to US consumer information, in addition to broader fears that its app, like different social platforms, could be dangerous to some youthful customers.

TikTok just lately set a default one-hour each day display screen time restrict on each account for customers below 18 in one of the crucial aggressive strikes but by a social media firm to stop teenagers from endlessly scrolling. It rolled out a characteristic that aimed to supply extra data to customers about why its highly effective algorithm recommends sure movies. And the corporate pledged extra transparency to researchers.

Going through considerations about its mother or father firm’s ties to China, TikTok has additionally taken plenty of steps to extra clearly separate its US operations and consumer information from different elements of the group. That features transferring all its US consumer information to Oracle’s cloud platform, the place it says it hosts “100% of US consumer site visitors.”

The messaging marketing campaign has solely ramped up this week forward of the listening to. TikTok rolled out refreshed Group Tips for content material, which the corporate framed as being “based mostly on our dedication to uphold human rights and aligned with worldwide authorized frameworks.” And Chew as soon as once more burdened TikTok’s independence from China.

“I perceive that there are considerations stemming from the incorrect perception that TikTok’s company construction makes it beholden to the Chinese language authorities or that it shares details about U.S. customers with the Chinese language authorities,” Chew stated in ready remarks forward of his testimony earlier than Congress. “That is emphatically unfaithful.”

On the similar time, TikTok is now betting on a technique from American tech corporations who’ve confronted scrutiny for different causes, enjoying up the influence it has on small companies in the USA, together with with the CEO’s ready remarks and a mini docuseries it launched final week titled “TikTok Sparks Good.”

The collection spotlighted inspiring tales of American small enterprise homeowners and creators. The primary of the 60-second clips includes a Mississippi cleaning soap maker with a deep Southern accent who constructed her firm on the app, and the second options an educator who stop his job to give attention to sharing informational movies on TikTok aimed toward educating toddlers the way to learn.

“Due to TikTok, I’m reaching hundreds of thousands of households who wish to educate their toddlers the way to learn,” the educator says.

Dozens of TikTok creators who oppose a ban can even be holding a press convention on Capitol grounds on Wednesday night with Congressman Jamaal Bowman, a Democrat from New York. TikTok flew out a number of the creators, the corporate confirmed to CNN. (The Info was first to report the transfer.)

The record of anticipated attendees features a disabled Asian American creator utilizing her platform to fight ableism, a small enterprise proprietor from South Carolina who launched a greeting card firm by way of TikTok, and an Ohio-based chef who constructed her bakery enterprise by way of the app. A few of the creators have lots of of thousand and even hundreds of thousands of followers on TikTok.

Even with these efforts, Sherman expressed some skepticism about how persuasive the PR push will probably be, largely due to how divided Washington is true now.

“Not everybody needs a ban,” he stated. “For some lawmakers, it should matter that TikTok is taking all these steps to deal with safety considerations.”

However for others, it gained’t transfer the needle. “Some lawmakers, frankly, don’t care what advertisements TikTok is taking out, what pledges it’s making on its weblog about independence, information privateness … They see an unmitigable danger of Chinese language authorities entry to information and/or affect over content material, and so are going to push for a whole ban.”

Lindsay Gorman, a senior fellow for rising applied sciences on the German Marshall Fund’s Alliance for Securing Democracy and a former Biden administration adviser, stated that “by and huge, TikTok’s lobbying efforts thus far have been fairly ineffective.”

The issue, she stated, is two-fold. First, even when TikTok takes steps to bolster its safeguards right this moment, because it has been doing with Mission Texas, considerations stay that it’s at all times “one replace away from changing into a vulnerability.” And second, TikTok’s PR efforts in Washington gained’t undo earlier moments when the corporate “shot itself within the foot” by making what she stated had been “inaccurate statements” to Congress, “after which having revelations come out exhibiting that these had been inaccurate.”

After the preliminary, Trump-era requires a TikTok ban appeared to fade in Washington, BuzzFeed reported in 2021 that US consumer information was repeatedly accessed from China and that “the whole lot is seen in China.” The main points within the report had been seemingly at odds with remarks a TikTok government gave earlier than a Senate panel earlier that yr, claiming {that a} US-based safety group decides who can entry US consumer information from China. Following the report, TikTok as soon as once more grew to become a scorching button situation within the nation’s capital.

However at the same time as suspicion amongst US lawmakers grew, so did the app’s reputation within the nation.

“I do assume TikTok’s strongest argument to this point is drawing on its creator consumer base,” Gorman stated. However for some lawmakers with safety considerations, the most recent push “could also be too little too late.”

In his TikTok video on Tuesday, Chew appealed on to customers of the app. The CEO requested them to write down within the feedback part to share “what you need your elected representatives to find out about what you like about TikTok.”

The highest touch upon the clip, which has acquired upwards of fifty,000 likes, merely reads: “You realize one thing went improper when the boss has to indicate up 😂”