Despite a brief shutdown, some marketers are cautiously resuming TikTok campaigns, although concerns about the platform's long-term viability linger. Brands are adopting varied strategies, with some focusing on alternative platforms while others reinstate pre-ban content plans. The recent restoration of service after a short disruption has not eliminated doubts, as TikTok remains unavailable in major app stores. Agencies are in a state of flux, monitoring the situation closely and waiting to see if major platforms allow TikTok back on their app stores before fully committing resources.
"We are still seeing deals come through as usual, but some brands are focusing on other platforms outside of TikTok at the moment because of the long-term uncertainty."
"There have been a range of responses from brands on a spectrum of very conservative: continuing to act as if a ban is in place to back-to-normal with all content plans reinstated."
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