Could Zigazoo Be the Brand-Safe, US-based Version of TikTok that Washington Craves? An Interview with CEO Zak Ringelstein (Part 2)

Zigazoo, a social media TikTok-like, challenge-based app originally created as a hyper-safe environment for the under 13 set, has recently launched an over-13 version. While the under-13 version limits social conversation to pre-set sentences, the over-13 app allows users to chat but continues the foundational challenge-based model. Given the very controversial nature of TikTok over national security concerns and brand safety, along with recent fines levied against the company in Europe based on alleged violations of children's privacy, a viable alternative could be very appealing to multiple constituencies, including advertisers. Only time will tell whether Zigazoo can be that alternative.

We are all well aware of the tremendous scale and addictive qualities of TikTok. It is a huge phenomenon and has been successful in creating a new generation of social media stars who do not hesitate to hype the brands they love (or are paid to love), many quite effectively. And with their recently implemented shopping platform, TikTok is a textbook formula for a siren's call that agencies and marketers cannot resist. A recent survey conducted by The Myers Report seems to confirm this with only 2.5% of agency survey respondents saying that they actively caution their clients not to invest in TikTok, while 10.9% said that their clients will not advertise on TikTok based on privacy concerns.

Given the current geo-political climate and deteriorating relations of the West with China, TikTok's provenance is a major issue for many governments. In the U.S., senior officials on both sides of the political spectrum have called TikTok a national security threat. A July 2023 study conducted by Pew Research Center showed that 59% of Americans agree with that assessment.

The list of entities that are banning TikTok continues to grow. From public universities in Texas, Florida, Oklahoma, Arizona, Georgia, Alabama, Idaho, Indiana, Mississippi, and Tennessee to state-owned devices/servers in Alabama, Arkansas, Florida, Nebraska, North Dakota, South Dakota, North Carolina, South Carolina, Maryland, Indiana, Texas, Tennessee, Oklahoma, Utah, Iowa, Idaho, New Hampshire, Georgia, Virginia, Montana, Louisiana, Kansas, Ohio, New Jersey, New York City, and Wisconsin to government-owned devices at the Federal level in the US, Canada, the UK, Belgium, Australia, Denmark, India, New Zealand, Norway, Somalia, and Taiwan, TikTok is being blocked on servers. TikTok is also banned from any business phone owned by contractors working with the U.S. Federal government.

Taking it a step further, the state of Montana passed legislation banning TikTok on all personal devices. That ban is set to go in effect in January 2024 but is being challenged in court.

Companies such as Delta and Southwest airlines have banned TikTok for their employees both on company-owned devices and any personal devices that connect to company systems.

While a federal ban on TikTok in the U.S. seems unlikely due to the potential political ramifications with the under 35 set, the entrance of alternatives, such as Zigazoo, may, if embraced by a large enough audience, go far in alleviating the risks that TikTok surfaces.

I discussed much of this with Zigazoo's CEO Zak Ringelstein. Please enjoy and share this episode of Media Metaverse.

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The opinions expressed here are the author's views and do not necessarily represent the views of MediaVillage.org/MyersBizNet.