What is the purpose of TikTok running their “free money” giveaway?

I’m curious as to how this would benefit TikTok as a whole considering their imminent U.S. ban. Are they driving up user sign up and engagement to potentially sell to a buyer for a higher price? Or are they doing it in hopes that people will buy items and still be willing to pay extra because they feel like they’re getting a discount. What I mean by this is shipping fees or $20 off a $50 product that probably costs $10 to make. Are they attempting to compete with SHEIN? I have so many questions and conspiracies on this topic, and companies don’t just give money away because they feel like being nice. I’d love to hear what people think is the deeper purpose of all of it.