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Marketers cautiously resume TikTok spending after shutdown, while some continue enacting ban measures
By Antoinette Siu The cloud of TikTok’s uncertain future is still lingering.
Some marketers are forging ahead on TikTok creator campaigns after its brief shutdown this month, albeit warily, given the app’s unclear future. Others are maintaining their strategies as if a ban is still in effect and limiting their long-term campaigns as they consider the various twists and turns happening around the ByteDance-owned platform.
“We are still seeing deals come through as usual, but some brands are focusing on other platforms outside of TikTok at the moment because of the long-term uncertainty,” said Ali Grant, co-CEO of influencer agency The Digital Department. “Once TikTok was inoperable in the U.S., we received emails about moving campaigns to alternate platforms. But as we know, that was short-lived.”Continue reading this article on digiday.com. Sign up for Digiday newsletters to get the latest on media, marketing and the future of TV. …read more
Source:: Digiday
