I use TikTok for everything. Need a pork chop recipe? TikTok. Do I need to fix my laptop? TikTok. Need the general public’s opinion? TikTok.
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In the UK, UNDERTWOK is leveraging TikTok to engage with audiences and raise awareness about energy-related issues and living life under 2 kWh per person per day. This platform allows them to share information about energy efficiency, bill management, and support programs in an accessible and entertaining format.
The potential ban of TikTok in the US could limit similar outreach efforts by American energy companies. Without access to this popular platform, US energy providers may find it more challenging to connect with younger consumers and spread awareness about energy conservation and assistance programs.
This difference in approach highlights how digital platforms can play a crucial role in public education and engagement on important issues like energy use. While UK companies can continue to utilise TikTok’s wide reach and engaging format, US companies may need to explore alternative social media platforms or communication channels to achieve similar goals.
The situation underscores the importance of diverse communication strategies in the energy sector, especially when targeting younger demographics. It also emphasizes the need for adaptability in public outreach efforts, as companies may need to pivot to other platforms or innovative methods to maintain effective communication with their audience.
Do you think they will actually follow through? I’ll believe it when I see it.
References
Centrica PLC. (2024). Energy efficiency awareness campaign [Instagram reel]. Instagram. Available at: https://www.instagram.com/centrica_plc/reel/DDty_0eIQFG/ (Accessed: 2 January 2025).
Hopkins, C. (2024). US TikTok ban: How would it affect UK creators and businesses?. Business Matters Magazine. Available at: https://bmmagazine.co.uk/opinion/us-tiktok-ban-how-would-it-affect-uk-creators-and-businesses/ (Accessed: 2 January 2025).
Jeczmien, S. (2024). How A U.S. TikTok Ban Could Stomp Out 5 Million Small Businesses. Forbes. Available at: https://www.forbes.com/sites/shirajeczmien/2024/03/25/why-a-us-tiktok-ban-is-a-terrible-idea-for-small-brands-and-creators/ (Accessed: 2 January 2025).
Rahman, M. (2024). ‘A US TikTok ban could take a bite out of small businesses’. BBC Worklife. Available at: https://www.bbc.com/worklife/article/20240425-us-tik-tok-ban-small-business-creator-revenue (Accessed: 2 January 2025).