TikTok has introduced a brand new partnership with the British Olympic and Paralympic groups, which is able to see British athletes utilizing the app to attach with followers round and through the upcoming Video games.

As defined by TikTok:

“The partnership goals to assist Staff GB and ParalympicsGB athletes share their distinctive journeys, join with new audiences and develop their private fanbase via TikTok, whereas encouraging help for the complete groups throughout the UK within the lead as much as Paris 2024.”

The initiative will see TikTok facilitate content material workshops for a whole bunch of Staff GB and ParalympicsGB athletes forward of the Video games, offering useful media coaching and content material creation steerage, geared toward bettering their use of TikTok particularly.

Along with expertise workshops, TikTok can even be working purpose-built content material creation areas at each the Staff GB Home and the ParalympicsGB Home, offering one other manner to assist join athletes with their supporters within the app.

It’s an attention-grabbing collaboration, particularly contemplating the UK Authorities’s ongoing considerations across the potential safety dangers of TikTok use.

Already, TikTok has been banned from government-owned gadgets within the area, based mostly on a Cupboard Workplace Ministers’ safety evaluation, which discovered that there was purpose to be involved concerning the vulnerability of delicate info within the app, because it might be accessed by third events.

The app is presently beneath additional evaluation by the Nationwide Cyber Safety Centre, which may see much more restrictions enacted in future.

But, on the identical time, TikTok does present a useful hyperlink to youthful demographic teams, which is able to doubtless make it a key driver of engagement, and sentiment, across the Olympics.

I imply, the latter is part of the broader concern across the app, that it may be used to govern customers based mostly on its reputation. However the UK Olympic groups clearly really feel secure in utilizing the app, and boosting their attain amongst a brand new era of sports activities followers.

It’ll be attention-grabbing to see if different nations additionally look to facilitate related agreements, with the worth of TikTok’s attain doubtlessly outweighing lingering considerations. Certainly, simply yesterday, U.S. President Joe Biden additionally posted to the app for the primary time, which may recommend that the Biden marketing campaign will probably be seeking to make the most of TikTok to boost its messaging with youthful voters.

That’s regardless of the U.S. Authorities nonetheless weighing a full ban of the app because of considerations about its hyperlinks to the Chinese language Authorities.

It’s a little bit of blended messaging as to the precise dangers posed, however seemingly, even authorities businesses are comfy utilizing the app, inside sure limits.