Big brands that have relied on TikTok to reach younger consumers do not appear to be panicking as they wait to see what happens in Washington. But they also have started planning. Some are retooling promotional campaigns that were originally intended just for TikTok. Many are testing alternatives and prioritizing work with influencers who have sizable followings on multiple social media platforms.
Marketers and influencers are already starting to pivot from campaigns that rely on reaching consumers through TikTok. But for smaller creators and entrepreneurs, the app is a crucial way to reach fans – and it can’t necessarily be replaced.
Big brands could pivot easily if TikTok goes away – NBC New York nbcnewyork.com - get the latest breaking news, showbiz & celebrity photos, sport news & rumours, viral videos and top stories from nbcnewyork.com Daily Mail and Mail on Sunday newspapers.
NEW YORK (AP) If content creators and corporate executives made TikTok videos about the platform’s possible U.S. demise, disco diva Gloria Gaynor’s “I Will Survive” could supply the soundtrack. Sure, businesses that built strategies around TikTok and promote products there would prefer not to seek eyeballs on another app. Smaller firms and solo entrepreneurs […]