The firm, Targeted Victory, pushed local operatives across the country to boost messages calling TikTok a threat to American children. “Dream would be to get stories with headlines like ‘From dances to danger,’ ” one campaign director said.
Facebook parent company Meta is paying one of the biggest Republican consulting firms in the country to orchestrate a nationwide campaign seeking to turn the public against TikTok.
The campaign includes placing op-eds and letters to the editor in major regional news outlets, promoting dubious stories about alleged TikTok trends that actually originated on Facebook, and pushing to draw political reporters and local politicians into helping take down its biggest competitor. These bare-knuckle tactics, long commonplace in the world of politics, have become increasingly noticeable within a tech industry where companies vie for cultural relevance and come at a time when Facebook is under pressure to win back young users.
Employees with the firm, Targeted Victory, worked to undermine TikTok through a nationwide media and lobbying campaign portraying the fast-growing app, owned by the Beijing-based company ByteDance, as a danger to American children and society, according to internal emails shared with The Washington Post.
Targeted Victory needs to “get the message out that while Meta is the current punching bag, TikTok is the real threat especially as a foreign owned app that is #1 in sharing data that young teens are using,” a director for the firm wrote in a February email.
Campaign operatives were also encouraged to use TikTok’s prominence as a way to deflect from Meta’s own privacy and antitrust concerns.
“Bonus point if we can fit this into a broader message that the current bills/proposals aren’t where [state attorneys general] or members of Congress should be focused,” a Targeted Victory staffer wrote.
The emails, which have not been previously reported, show the extent to which Meta and its partners will use opposition-research tactics on the Chinese-owned, multibillion-dollar rival that has become one of the most downloaded apps in the world, often outranking even Meta’s popular Facebook and Instagram apps. In an internal report last year leaked by the whistleblower Frances Haugen, Facebook researchers said teens were spending “2-3X more time” on TikTok than Instagram, and that Facebook’s popularity among young people had plummeted.
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