We're pushing our clients to look at the audiences they're reaching on TikTok and other platforms and explore where else those audiences are engaging and looking for information... a contingency plan for TikTok media would have Meta Reels and/or YouTube Shorts as first places for reinvestment.
The platform is heavily embedded in the culture at this point, the move would be extremely unpopular, and it's an election year. They're trying to force divestment, not trying to ban the platform. The bigger conversation is about dependence and diversification.
We still believe a forced sale is more likely than a ban, so for advertisers and users of the platform, there would be little to no change. The unknown variable here is the exact outcome of the legal issues surrounding ByteDance with regard to TikTok.
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