Earle explained that Duolingo began reposting TikTok content on Instagram Reels and YouTube Shorts as a proactive strategy to avoid over-reliance on a single platform.
Greg Swan emphasized that brands need a two-phased approach—both short-term and long-term strategies—to navigate potential changes surrounding TikTok and ensure continued success.
Archiving TikTok content is crucial for compliance, legal purposes and future content evaluation. Brands should utilize built-in options or third-party services to secure this archival.
Brands must also review influencer agreements in the context of TikTok's possible disappearance, adapting contracts based on performance metrics and considering updates to channels or deliverables.
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