Additional Coverage:
- Advertisers worry about the TikTok ban’s damage while holding out hope the app won’t ‘go dark’ for long (newsbreak.com)
TikTok’s Uncertain Future in the US
Advertisers are eager for TikTok to return to the US after a potential ban, but its future rests with President-elect Trump.
Advertisers’ Plans
Brands are prepared to resume advertising on TikTok if it reopens. However, they will need assurances about data security, global campaigns, and brand-safety controls.
Contingency Plans
Rival platforms like YouTube Shorts and Meta Reels are offering incentives to attract TikTok advertisers.
Impact on Ad Prices
The influx of TikTok advertisers into these platforms could drive up ad prices.
TikTok’s Value Degrades
A prolonged US shutdown could harm TikTok’s value as users move to other platforms.
Duolingo’s Experience
Duolingo, a previous TikTok advertiser, highlights the importance of adaptability in the face of platform bans.