The latest news in this month’s TikTok drama (which you have probably seen) is that TikTok was given a 75-day reprieve by the new administration. However, (and this is a very big however), it is no longer available in the app stores for download, and the future of the platform is very uncertain.
We spent a very busy Tuesday making sure that all of our clients with in-progress campaigns had a clear plan of action for the next few months. In a nutshell, here are our recommendations:
- If you have a TikTok program that is currently running and will be complete (including paid amplification) within 75 days, you are likely OK to carry on.
- For new programs, we suggest a pivot to Instagram or YouTube. This will have some impact on guaranteed metrics and cost, but we are doing all we can to make sure our clients have what they need and creators are supported.
Want more insight?
- Tracie Nall, the Sway Group Director Strategy joins me on a podcast episode to discuss all of the ramifications of the TikTok ban.
- My buddy Lia has a great newsletter issue that has POVs from many of the heavy hitters in the creator space.
We realize that all of the ping-ponging of this past long weekend has been very stressful for everyone whose livelihood depends on social media. If you’d like to hop on a call to talk this through (or even just to vent), we are here for that. Just let us know!
Danielle
