Media Buying Briefing: Agencies debate biggest questions over TikTok’s future

By Antoinette Siu Image by Ivy Liu

While TikTok’s future in the U.S. hangs in the balance, agencies are already adjusting social media strategies and preparing contingency plans with clients and influencers — despite not hearing a lot from TikTok directly.
With President Biden recently signing legislation to force a sale or ban TikTok, the ByteDance-owned social platform faces a nine-month deadline (or up to a year extension) to act. While many are expecting the company to challenge this, agencies are also considering opportunities in the wider social media landscape — from diversifying their platform investments to experimenting with newer channels.

Included in the article is a quote from NOVUS’ own Rob Davis:

What are agencies telling clients?

Even before current talks of a ban or sale, some agencies have been proceeding with caution on TikTok, said Rob Davis, president and
CMO of Novus. Because the growth of social media audiences is not “entirely exclusive” to any one platform, should there be a disruption
to the app — there are measures to move those dollars to other social platforms, like Instagram, Davis added.

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