On a Thursday morning this past summer, a group of journalists gathered at the downtown Toronto offices of TikTok Canada. The journalists, who had been invited by the company’s PR team, were led through the office into a gleaming white theatre.
Officially, the purpose of that day’s visit was for a presentation about safety on the app. Tara Wadhwa, the company’s global head of regional product policy, outlined the lengths the company goes “to make sure the time you’re spending on TikTok is time well spent.” Over the course of her 30-minute presentation, she used the word “safe” some 39 times.
But the event was also a branding exercise.
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