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Billions in advertising flows through TikTok, which could be banned in the U.S. as soon as Jan. 19. Brands and creators are racing to prepare.
By Sapna Maheshwari
The impending disappearance of TikTok, one of the most popular social media apps in the United States, has sent marketers, agencies and creators racing to embrace alternatives — even if they’re not entirely convinced that TikTok will in fact exit the United States this month.
Marketers move dollars to Instagram and modify their contracts with social media stars so they aren’t stuck in sponsored Tiktok posts in the app’s absence. Creators apply to enthusiasts to support themselves while collecting their email addresses to attach to other platforms. And talented agents say that Tiktok Stars has stopped at acquiring a space or a car for the time being.
“I just achieved 30 million followers, and in 10 days, I can lose everything,” said Joe Mele, a Tiktok star from the 26 -year -old island who began publishing jokes when he, for the first time, the studioRary “gives a little fear. “
TikTok, which is owned by the Chinese company ByteDance, is trying to overturn a law, signed by President Biden in April, that calls for ByteDance to sell the app to a non-Chinese company or face a ban in the United States on Jan. 19. TikTok has claimed a sale is impossible and challenged the law as unconstitutional. It will make its last legal argument in the case on Friday before the Supreme Court, after losing its case in a lower court.
TikTok’s disappearance would upend the social media and marketing landscape, routing billions in advertising dollars to rival platforms like Meta’s Instagram and Google’s YouTube and scattering its 170 million monthly U.S. users. TikTok, known for its video feed that quickly adjusts to users’ interests, has become a cultural juggernaut since 2020, giving rise to best-selling books, viral recipes, Billboard 100 hits and even a “Saturday Night Live” cast member.
“It will be the biggest name of the first in the history of marketing, or the ultimate surprise for formula in the last decade,” said Craig Brommers, chief marketing officer of retailer American Eagle Outfitters.
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