Just Contact Us: Analyzing TikTok's Role In Navigating Trump-Era Trade Policies

Kenji Nakamura

4 min read

Post on Apr 22, 2025

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TikTok as an Unconventional Communication Channel during Trade Wars

Traditional communication channels – government websites, press releases, and formal industry publications – often proved insufficient during the rapid-fire changes of the Trump-era trade wars. Information was slow to disseminate, complex legal jargon was difficult for the average business owner to decipher, and critical updates could be easily missed. This is where TikTok's unique characteristics offered an unexpected advantage. Its ability to reach younger demographics, often overlooked by traditional media, and its capacity to bypass mainstream media filters made it a surprisingly effective platform for disseminating information quickly.

• Faster dissemination of news and updates: Unlike official government channels, TikTok allowed for near-instantaneous sharing of trade policy news and updates. Users could post videos explaining new tariffs, sanctions, or trade agreements within minutes of their announcements.
• Accessible explanations of complex issues: The short-form video format allowed users to break down complicated trade issues into easily digestible chunks, using visuals and simple language to make complex topics more understandable to a broader audience.
• Direct (though informal) interaction: TikTok enabled a level of direct interaction between businesses, consumers, and even some policymakers (albeit informally) through comments, live streams, and direct messaging. This fostered a sense of community and allowed for a rapid exchange of information and perspectives.

The Impact of TikTok on Small and Medium-Sized Enterprises (SMEs)

SMEs, often lacking the resources for sophisticated lobbying efforts or expensive legal advice, disproportionately benefited from TikTok's accessibility. The platform offered a cost-effective alternative to traditional communication strategies. Many SMEs used TikTok to share their struggles and successes navigating trade policy changes, fostering a sense of community and offering mutual support.

• Cost-effective communication: Using TikTok was significantly cheaper than hiring lobbyists or public relations firms, making it an attractive option for resource-constrained SMEs.
• Peer-to-peer support and community building: The platform allowed SMEs to share their experiences, advice, and resources, creating a supportive community navigating the challenges of trade policy together.
• Increased brand awareness and customer loyalty: Transparent communication about trade policy impacts on their business helped some SMEs build brand awareness and strengthen customer loyalty by demonstrating resilience and authenticity.

Navigating Misinformation and Propaganda on TikTok Regarding Trade Policies

The open nature of TikTok also presented significant challenges. Misinformation and propaganda related to trade policies proliferated on the platform, making it crucial for users to approach information with a critical and discerning eye.

• Misleading narratives: False or misleading narratives often circulated, exaggerating the negative impacts of tariffs or downplaying the benefits of trade agreements.
• Combating misinformation: Users needed to develop strong media literacy skills to distinguish credible sources from unreliable ones. Fact-checking websites and government resources played a critical role in mitigating the spread of false information.
• Role of fact-checkers and government agencies: Government agencies and independent fact-checking organizations had a crucial role to play in countering the spread of misinformation and providing accurate information to the public.

The "Just Contact Us" Mentality and Its Limitations on TikTok

The informal, direct communication style encouraged by TikTok, often summarized as a "Just Contact Us" mentality, facilitated engagement. However, this approach had limitations when dealing with complex legal and policy matters.

• Misinterpretations and unmet expectations: The informal nature of communication on TikTok often led to misinterpretations and unmet expectations. Businesses might mistakenly believe a casual online interaction could resolve complex trade disputes.
• Need for a balanced approach: Relying solely on TikTok for navigating trade policy was insufficient. SMEs needed to combine their TikTok engagement with more formal strategies, such as consulting with legal professionals and engaging with government agencies through proper channels.
• Ethical considerations: Businesses needed to carefully consider the ethical implications of using social media for communicating with government agencies, avoiding unprofessional or inappropriate interactions.

The Future of "Just Contact Us" in the Age of Social Media and Trade Policy

TikTok, despite its limitations, played a significant, albeit unconventional, role in disseminating information and facilitating communication during the Trump-era trade policies, especially for SMEs. The "Just Contact Us" approach highlights the power of social media for rapid information sharing, but also underscores the need for media literacy and critical thinking. Future navigation of trade policy challenges requires a balanced approach, combining the quick reach of social media platforms like TikTok with established, formal channels. Further research is needed to fully understand the impact of social media on trade policy communication and how platforms like TikTok can be effectively utilized alongside traditional methods. We encourage readers to critically examine how the "Just Contact Us" strategy can be refined and integrated into a comprehensive approach for future trade policy challenges.