January's outage of TikTok prompted brands to diversify their influencer marketing strategies, balancing their budgets between multiple platforms such as Instagram and YouTube. Following the outage on January 18, spending on these alternative platforms surged past TikTok. While major advertisers like Unilever are still investing in TikTok, many see the platform's uncertain future as a risk. As a result, brands are increasingly shifting their marketing initiatives to Meta channels and YouTube, reflecting a hedged approach to maintaining brand visibility amid concerns over TikTok's stability in the U.S.
"The general consensus from brands is that they don't necessarily think TikTok will be banned, but they do think the continued uncertainty is a risk for performance."
"Influencer marketing company BENlabs observed several clients move their creator investments from TikTok to other platforms...influencer marketers see this trend as evidence that brands are still hedging their bets around TikTok marketing."
Collection
[
|
...
]