Following the House's recent approval of a bill potentially leading to TikTok's ban or forced divestiture, experts across the digital marketing sphere are voicing their strategies and expectations.
The bill, extending ByteDance's deadline to sell TikTok to one year, might result in TikTok challenging the decision in court. Meanwhile, advertising professionals are recommending clients diversify their platforms to include Instagram Reels, YouTube Shorts, and Reddit, preparing for all possible outcomes.
Despite the looming uncertainty surrounding TikTok, many believe a ban is unlikely due to the platform's cultural embedment and the unpopularity of such a move in an election year. The focus for advertisers remains on broadening their digital strategy to not rely solely on one platform, ensuring engagement across a wider array of platforms to future-proof against any changes in the social media landscape.
Source: Adweek
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