If they [U.S. lawmakers] pull the plug, we have contingency plans on how we'll spend those dollars, what channels we'll start to move to. Marketers are now facing a stark shift, as backup strategies they've never thought they'd need are front and center. The prospect of TikTok disappearing has moved from a distant possibility to an imminent reality.
A Jan. 19 ban would leave TikTok on existing mobile devices but unavailable for download from app stores. Without updates, the app would eventually stop functioning. If ByteDance sells to an American buyer, it's highly unlikely the prized algorithm would come with it, leaving TikTok a hollow version of its former self, leading marketers to prepare diligently.
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