Microsoft hopes to gain social media cred with TikTok purchase

Washington: A deal allowing Microsoft to buy social media phenomenon TikTok could be transformative for the US tech giant’s efforts to become more consumer-focused—if it can overcome the business and political risks.

Microsoft appeared to be in position to acquire the Chinese-owned app which is under national security review, after President Donald Trump said he would approve such a tie-up if completed by mid-September.

Buying TikTok could make Microsoft a hipper, more youth-focused company after years of shifting to enterprise services and cloud computing, say analysts.

Microsoft has had limited success in social media, although it did acquire the business-focused network LinkedIn.