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Amid ban uncertainty, TikTok’s role in brands’ social presences has decreased
Even if TikTok finds a path forward in the U.S., brands and agencies that were previously focused on the platform have learned that this approach is vulnerable to the whims of platforms and regulators.
January’s TikTok outage has served as a wake-up call for brands, reinforcing the need to diversify their spending across multiple platforms to avoid over-reliance on a single channel.
That’s meant marketers have spent more on other platforms like Instagram and YouTube, both of which outpaced TikTok’s spend in the month following the platform’s Jan. 18 outage, representatives of influencer marketing companies Later, Collabstr, BENlabs and BrandCycle told Digiday.
Although major advertisers such as Unilever are upping their spending on influencer marketing — and some brands are continuing to increase their spending on TikTok — influencer marketers see this trend as evidence that brands are still hedging their bets around TikTok marketing amid the uncertainty surrounding the platform’s potential U.S. ban.
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