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Big brands could pivot easily if TikTok goes away. For many small businesses, it's another story seattletimes.com - get the latest breaking news, showbiz & celebrity photos, sport news & rumours, viral videos and top stories from seattletimes.com Daily Mail and Mail on Sunday newspapers.
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. ....