Jul 11, 2022
Shell takes to TikTok as oil groups try to boost credentials during energy crisis
Shell is recruiting a manager for its TikTok channel to influence a generation that uses the social media platform known for short videos, as oil and gas companies pump money into advertising campaigns to improve their public image during the energy crisis. Others promote "North Sea oil and gas", and the UK's "Plan to boost long-term energy security". InfluenceMap, a think-tank that tracks lobbying, reported an increase in ads by oil and gas companies that promoted the expansion of US fossil fuel production as part of the solution to the energy price shocks. By comparison, in the final three months of 2021, the API's Energy Citizens page created just 67 ads referencing energy or national security or energy independence, which were seen 6mn times, said InfluenceMap. "You will start a new chapter that will help energy engaged audience[s] and Gen Z worldwide understand . . . the opportunities of energy transition and the Shell role and ambition in it."
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